The Politics Of Advertising:A Research On The Literary Advertising In “Shen Bao” In 1937-1945

The thesis aims to discuss the relationships between literary advertisements and politics under the political background through a study on a wide variety of literary advertisements in Shen Bao. As one of the main newspapers in the Republican Period,Shen Bao had great power in media promotion so that it had an important effect on political, economic and cultural fields and played an essential part in people’s lives. As a part of the newspaper,literary advertising also takes part in the producing and spreading of literature and serves as important materials of literature study. From the perspective of politics in advertisements, the thesis deals with the production and development of literary advertisements under the background of the conflicts between nations and parties. The paper does some researches on the literary advertisements in Shen Bao between 1937 and 1945, puts forward four kinds of advertisements and gains a new understanding of literary advertisements during wars from historical and political perspective. Meanwhile, to explore the relationships among literary advertisements,politics and literature, it investigates the social value of advertisements in literature by using the methods of sociology and communication. Combining some specific examples in advertisements with abstract theories in sociology, communication, politics and literature, the essay provides a new perspective in studying the relationships between literary advertisements and politics.Chapter one targets at analyzing the importance of literary advertisements in Shen Bao and studying the current researches on the very theme to indicate the study cause and significance of the thesis. Meanwhile, the methodologies and trains of thought are narrated in this part.Chapter two is the thesis systemizing part.It classifies the literary advertisements in Shen Bao into categories such as literary composition advertisements,literary journals advertisements, dramas, movies advertisements.Besides, each category has been subdivided and interpreted with the samples of concrete literary advertisements.Chapter three is the body part. In this part, the author takes the national wars,factionalism and group activities involved in literary advertisements as the center to analyze the reflections of elite culture and mass culture in advertising. In the meantime,in this part, the author discusses how the cultural politics works and the influence the ideology has on literary groups with the aid of political power. Last but not the least, the author, in this part, points out literary advertisements is affected by the guidance and manipulation of culture, parties and politics.Chapter four analyzes the concrete reflections of literary production, literary publication and literary reception from the perspective of sociology in literature. In this part, by exploring the mainstream culture form of national politics, ideology, publishing houses and the advertising media, the author discusses the political value of literary advertisements in Shen Bao. At the same time, the author analyzes the sociology value among ideology, readers, publishing houses and economic interests.In the ending part, the author puts the literary advertisements into the political background again so as to restore the truth covered. Meanwhile, the author discusses the essence from the presentations of literary advertisements in Shen Bao to release the critical reasons existing in the complicated relationships between literary advertisements and politics.