The Advertising Secularization Of China-Analysis On Secularization And Its Development Of SHUN PAO Advertisements During 1912-1934

In 1912, Shi Liang Cai became the manager of SHUN PAO after its restructuring, and then took charge in the SHUN PAO in 1913. The SHUN PAO became better and better and its advertisement stated to be booming. So the secularization of advertisement developed at a high speed during this period. The author hopes that it can be a systematic analysis of the secularization of advertisement in the SHUN PAO during the time controlled by Shi Liang Cai.The paper is divided into four parts to discuss the secularization of SHUN PAO’s advertisements during the time of Shi Liang Cai. The first part summarizes the meaning of advertisement’s secularization, including the content of secularization, Chinese advertisements and the relationship between them.The second part of the paper analyzes the trend of advertisement’s secularization between September,1912 and November,1934. Under the influences of the environment of economy, culture and politics, the advertisement’s secularization during the period develops at a high speed. Then the paper analyzes the secularization of the SHUN PAO in details by showing the contents, typography and strategies of SHUN PAO advertisements. Firstly, the paper divides SHUN PAO advertisements into three parts:social advertisement, economic advertisement and cultural advertisement then show the tendency of economic and cultural advertisement. Secondly, the layout of SHUN PAO advertisement develops quickly and become stable. The size and form of character changes frequently so that the effect of advertisements can be improved. Thirdly, new strategies, such as testimony advertisement, suspense advertisement, comparison advertisement, and promotion etc., are used to get better effects. In conclusion, all these changes of the SHUN PAO aim at improving advertising effects and promoting the secularization of the SHUN PAO.The third part of the paper discusses the positive impacts of the secularization of the SHUN PAO. On one hand, it promotes the economy and culture of that time. On the other hand, the process of SHUN PAO’s secularization changes people’s consumption habits gradually.The fourth part of the paper points out the negative influences of the secularization process. The problems can be summarized in the follow aspects: consumerism, individualism, vulgar and spurious advertisements. Faced with these phenomena, we should evaluate objectively and hold the correct view in order to give the secularization of advertisement a bright future.