A Study Of Advertisements In The Young Companion

The Young Companion was established in 1926 and was one of the most influential media for Chinese people all over the world.It covered information concerning social development,politics,culture,art,drama,film and attractions in China.Regarded as "Encyclopedias of 1930s' Shanghai",its readers covered a wide range of different stratums included workers,capitalists,teachers,students,celebrities, townsfolk and so on.Indubitably the Young Companion provides us with abundant materials for research on modem history.This study is on advertisements in the Young Companion.Hoping to get an all-around review,this study takes all 134 Pictorials from 1926 to 1937 as samples, and 2508 advertisements are available.Literature analysis and historical quantitative analysis are adopted in this study.The Young Companion not only showed editorial excellence,but also knew media management well.It carried diverse advertisements in various forms in each issue.And most of the advertisements were global leading brands such as Colagates and Kodak film.To a certain extent,those advertisements might well reflect the top-ranking advertising originality in those days.Furthermore,the media management experience of the Young Companion could be used for reference today.And interestingly enough,the Young Companion was like the "face" of charming Shanghai.Likewise,advertisements in the Young Companion were just reflections of the modem city.Those advertisements would take you back to the exquisite Shanghai almost a century ago.