"Oriental Magazine" Advertising And Social Life In Modern Shanghai

Journal advertising, also known as magazine ads (magazine advertising), refers to the various types of journals published in advertisements, the retention period longer than newspaper ads, more specific audience and more available, and printing more sophisticated. Founded in1815, China’s fifst journal CHINESE MONTHLY MAGAZINE first published in Chinese journals advertising;1904’s THE EASTERN MISCELLANY is the first publication of the earliest print advertisements.THE EASTERN MISCELLANY across the two times-the late qing dynasty and the republic of China, birthed and developed in the opening outside of the largest commercial port in modern China-Shanghai, faithfully record the transformation of modern society, Shanghai is the most representative of modern large-scale comprehensive periodical, its advertising are has a distinct imprint of The Times. This article selects1904to1948, the late qing dynasty during the period of the republic of China THE EASTERN MISCELLANY as sample, THE EASTERN MISCELLANY ads and the deep relations of modern social life changes in Shanghai. Concentrated into two problems:qing dynasty during the period of the republic of China THE EASTERN MISCELLANY advertising how representative? And, journal of advertising is one of the important elements, how to be a change in social life is THE EASTERN MISCELLANY periodical advertising is how to step in social change in Shanghai?Through the research, this paper found that the THE EASTERN MISCELLANY advertising in the disintegration of feudal society in late qing dynasty to the republic of China in colonial and semi-colonial society vicissitude during this historical change, advertising subject, advertising, advertising content, from food and clothing live line to consumption, great changes have taken place.1930s in the20th century THE EASTERN MISCELLANY marketing is not only the goods and services, and it is a series of life style and consumption idea, especially in western culture the template of the western value system. Advertising through the text elements, by simulating a virtual experience, material culture and spiritual culture construction of the west to advertising, so as to arouse the audience demand. When people buy the advertising goods or services, imitation and practice the advertising by way of life.THE EASTERN MISCELLANY advertising and the modern Shanghai society is a kind of interaction relations, THE EASTERN MISCELLANY advertising effects on both the changes of social life in Shanghai, Shanghai changes of social life at the same time, also makes THE EASTERN MISCELLANY industry to adjust the contents of advertisements, adapt to new social change. Meanwhile, the THE EASTERN MISCELLANY-our first periodical print ads, developed the journal contents and forms of advertising since the CHINESE MONTHLY MAGAZINE, especially print advertising to promote the journal matures. Enriched the connotation and extension journals dissemination has become an important event of the modern Journalism.