The Advertising Research Of Shenbao In Isolated Island Era From Patriotic And A Business Perspective

During the island time the ShenBao advertising in the historical period of the war of resistance, survival and salvation became the mainstream of Chinese society thought and core discourse. National bourgeoisie in the face of a national crisis and national crisis, patriotic enthusiasm, combined with the general public initiated the domestics movement, advocating the boycott of foreign goods, the use of domestic products, aimed at achieving the ideal of the "Industrial serve the country" to save the nation from peril.ShenBao as a nationally influential newspaper, after the outbreak of the Marco Polo Bridge Incident, comply with the wishes of the people demanded the Anti-Japanese War, to promote patriotism, against aggression, and firmly take the road of anti-Japanese, gradually accumulate in the reader a high prestige. In order to meet the domestic movement, arouse the enthusiasm of people to buy local, bourgeois advertisers who actively use the platform of the ShenBao ad published a large number of patriotic ads, re-interpretation and definition of "patriotism","domestic" both meaning and its the relationship between "patriotic" moral sentiments with domestically produced goods an effective link up to promote the implementation of the patriotic feelings of the people to which the behavior of the specific consumption of domestic products. ShenBao ad text analysis of the construction process of the advertising on the theme of patriotism, to explore the association between the patriotic theme and constructed by newspaper advertising newspapers and commercial interests, and provides a perspective for the study of the modern newspaper advertising.This paper is divided into four parts to expand. The first chapter from a macro point of combing state of development and the overall context of the ShenBao advertising ShenBao on the island during the advertising development for introduction. And then determine the classification criteria of the ShenBao advertising, select from the1937-1941time period ShenBao Advertising sample analysis, based on that island time ShenBao advertising characteristics and historical reasons.In this paper, the main demands of the advertising object of the island during the ShenBao as the starting point, in order to analyze the island ShenBao during the performance of advertising techniques as well as the characteristics of the audience.The three chapter use sociology, communication studies and psychology methodology, analyzes the theoretical basis of ShenBao patriotism ads appear, make a theoretical interpretation of the ShenBao patriotism advertising, combined with the second chapter of ShenBao construction strategy of advertising on the theme of patriotism, discusses the ShenBao of the island during the advertising business interests in the appearance of patriotism considerations, pointing out that the ShenBao patriotic advertising as a means of business competition, whose fundamental purpose is to be in the competition the intense commodity markets grow and develop, to meet consumer demand patriotic feelings, as much as possible for the maximization of business profits. Last summarize the historical significance of the ShenBao patriotism advertising.The fourth chapter is part of the end of the article, assessment, pointed out that the emergence of advertising of the island during the ShenBao patriotism, national capitalists make good use of the favorable opportunity of the domestic movement to promote domestic consumption reflects the patriotism advertising on the island during the ShenBao. National capitalists as the focus of commercial profit maximization, published in the ShenBao patriotism advertising to promote the development of national industry and commerce, and to find the most direct and convenient way for the release of the patriotic feelings of the ordinary people, the Patriotism of polymerization people and solidarity and enhance national cohesion and solidarity also plays an active role; patriotism advertising discourse ShenBao is neither appropriate to define and distinguish its advocacy and to promote consumption of content, not the location of the consumer, the consumer way to make reasonable interpretation of patriotism advertising discourse itself fell into the edge of the vulgarization.