A Research On National Products Movements & Shen Bao Advertising In The Context Of Nationlism (from 1912 To 1926)

In 1912, stimulated by the success of XinHai Revolution, the National capitalist economy in Shanghai developed rapidly and entered the "Golden Age" of industrial and commercial development in modern China. In the same year, the modern National Products Movement in China has gone into a stage of advocating and growth. Coincidentally, also in the same year, being in the center of National Products Movements, Shanghai's Shen Bao was taken over by Shi Liangcai and began to go on the road of enterprise newspaper. Affected by many factors, a special group appeared on the ads in Shen Bao, that is, national products ads. The goods in these ads regarded themselves as "national products" and used a lot of nationalist discourse to appeal to the people in order to promote the consumption of national products. It will broaden the horizon and deepen the researches of the history of modern advertising by studying the special ad group combining social background and revealing the relationship between ads in Shen Bao and National Products Movement from 1912 to 1926.The significance of the topic, the research ideas and methods are analyzed in the Introduction part. Associated with the background of times, it proposes the research task of investigating national products advertising (1912-1926) on Shen Bao in the nationalist context. With the ads on Shen Bao during three climaxes of National Products Movement as its main research objects, the thesis attempts to analyze those ads using Advertising, History, etc. In particular, it explains the nationalist discourse in national products advertisements and discusses the effects of those ads on National Products Movement in modern China.In the first chapter, the author introduces the background of national products ads on Shen Bao and describes the echo of National Products Movement and ads on Shen Bao from a macro point. First, it presents a general overview of the National Products Movement and the core idea that supports it- Commercial War ideology and nationalism. Then the writer analyzes that Shen Bao turns to be an enterprise newspaper and becomes the superior media to publish ads in Shanghai. Due to the impact of nationalism, national products ads have a preference to use the nationalist discourse. In addition, from 1912 to 1926, with continuance and highlight of National Products Movement, the ads on Shen Bao developed constantly and appeared in three main waves.Chapter two introduces advertising situations on Shen Bao in three climaxes of National Products Movements. The signing of "21 Treaty" in 1915, the Fourth May Events in 1919, and the outbreak of Thirtieth Tragedy in 1925 led to a wave of three National Products Movement. People took economic means of resisting the foreign goods for political opposition while promoting national products was advocated, which was manifested in ads on Shen Bao immediately. A lot of national products used the label of "national product" in their ads and took the anti-imperialist, patriotic and other nationalist discourse to appeal. The author analyses three peaks of National Products Movements on Shen Bao respectively and explores its characteristics from the number, type, creativity, and expression and so on, emphatically analyzing the nationalist discourse in national products ads.The third chapter discusses the influences of national products ads on Shen Bao upon National Products Movement. Firstly, the Shen Bao advertising advocated people to buy national products through the presentation of national disaster, people's responsibility, and the progress of domestic products. It also played a public function in appealing the society to consuming national products. Secondly, the label of "domestic" on the ads emphasized the nationality of national products, which helped people to identify and promote practical implementation of the National Products Movement.In conclusion, the author expounded on the interaction between modern China's National Products Movement and the ads on Shen Bao. There is a further elaboration on the relationship between nationalism and national products ads on Shen Bao. Nationalism affected the expression of national products ads so that the ads culture on Shen Bao become nationalism. The ads on Shen Bao conveyed nationalism, defined nationalist content of consumption behavior and involved in the creation of national states.