| The Republic of China is one of the best periods of China's development is the history, and philanthropy is part of the modern public welfare, close from contemporary, so by treating as the key point in the study of the history of philanthropy in China. Charity advertising, as an independent object, has the different development path with the charitable activity. Based on materials of archives, newspaper, the article makes a comprehensive study on the early Republican charity advertisement of "declaration",in order to investigate the object, through charities and the number of ads content analysis seeks to reveal the early Republican community philanthropy development profiles, and tried to have a further study of the relieving lottery tickets to form some new points of view in comparison with the traditional ideas by using for reference to theories of historical,sociological and theory of knowledge some of journalism and related disciplines.The dissertation contains four parts.The first part focuses on the "declaration" founded background, development conditions, as well as the number of ads and changes in development since the "declaration" founded.The second part divides into three sections. The first section, introduced the status of charitable advertisement and the number of charitable ads gradually increased. The second section, charitable advertisement content. According to the difference of content, charitable ads may divide into three kinds:donate ads,acknowledge ads and other announcements. Donate ads is used to persuade the general public to donate money for specific activity,item. Acknowledge advertisement is used for expressing thanks published by the advertisers, including the collection list published by the philanthropic institution. Besides donate advertisement,acknowledge ads, there are also many other charitable announcements published in "Declaration". This article makes a statistics on the number and proportion of Charity advertising from 1912 to 1919, analyzed each kind of advertisement through the form the status which the society occupied in the early Republic of China. The third section, introduced charitable advertisers of "Declaration". The charitable advertisers is refers to the main part who published charity ads, it may divided into four categories:government agencies and government-run welfare agency, non-governmental charitable organizations (some were set up as charity attached to social institutions), other Social organization (mainly for company, the townsmen associations, enterprise), individual. This article has given the analysis explanation separately.The third part, has analyzed some features of philanthropy in early Republic of China. First, the charitable resources in early Republic of China have the multiplicity. The charity donation divided into two kinds:money and goods, involving food,clothes,medicine,tickets and so on, act in concert with financial contributions, play an important role in refugee assistance. There were many forms about personal donations in the early Republican, and new modes of raising money turned up, such as luxury-flecked-fee, charity performance, charity sale, lottery and so on, which widened the source of charity donations greatly. Secondly, the motives of charity donations had more diversity. Lastly, kinds of the donors participated in philanthropy actively who included different social estate from celebrities to civilian.The fourth part, describe the role of charity advertisement. The function of charity ads is mainly reflected in two aspects, first, stimulates populace's charitable consciousness, appealed to people to do good deeds, create a charitable social atmosphere which enjoys doing charitable things. Second, spread information on charitable relief and raised a lot of donations, helped many refugees and vulnerable groups.The changes of number,content and the form of charity ads well reflected the development of philanthropy at that time. To some extent, charity advertising is a mirror reflecting the Republican community, it can help us to deepen our understanding of the Republic of China, promote research into charities of the Republic of China. |
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