| After experiencing a radical change in the press in Peking,the sales number of WorldNews has become first among the daily newspaper, whose large numbers of advertising worksare important for historical studies.For a more intuitive understanding of the importance of World News advertising, thearticle analyzes the advertising works in sample from1927to1936, respectively. It explainsthe importance of advertising as the content and economic lifeblood of paper from threeaspects respectively, the advertising space, the number of ads, advertising revenue.The rapid development of commerce facilitates the development of advertising industrywithin the "golden decade" in the Republic of China. Merchants begin to use advertising topromote products. In order to sort out the development of all kinds of advertising clearly, thisarticle categorizes the advertisements in World News as business advertisement, socialadvertisement, cultural and educational advertisement, classified advertisement, financialadvertisement according to industry. Also, this paper makes data statistics according to eachkind of advertisement and dynamically understands the development of advertisement ofevery industry. Finally, the author analyzes the causes of this situation combined with thepolitics, the economy and the cultural background of Peiping. What is more, this paper alsomakes detailed explanations about the development and the related causes of the large numberof the business advertisement and the movie advertisement, commodity advertisement, luxuryadvertisement and stationary and book advertisement which are all contained in the culturaland educational advertisement. In addition, the study of the world news advertising found thatPeking advertising level improves a lot. The advertising visual representation has broken thesingle form of text ads, slowly developing to graphic advertising. Advertising creativeexpression are abundant, with some emotional appeal advertising occurring. Advertisingstrategy develops from simplification to the development of combination. At the same time,the world news, the AD itself is on the carrier of mass media, essentially different from thetraditional advertising media. As a result, the advertising of the world news of reflects thetransition from traditional advertising to modern advertising both from the media using andadvertising itself.In addition, the study of the world news advertising found that Peking advertising levelimproves a lot. The advertising visual representation has broken the single form of text ads,slowly developing to graphic advertising. Advertising creative expression are abundant, withsome emotional appeal advertising occurring. Advertising strategy develops fromsimplification to the development of combination. At the same time, the world news, the AD itself is on the carrier of mass media, essentially different from the traditional advertisingmedia. As a result, the advertising of the world news of reflects the transition from traditionaladvertising to modern advertising both from the media using and advertising itself.Although the advertising goods on the world news has been difficult to find again todayand the advertising promotion effect is basically lost, they reflect the real social life inPeking,mark the advertising development and provide many inspiration and commend toborrow for contemporary advertising development. |
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