The Discussion Of Taiwan Newspaper Advertising Style In The Period Of “Japanese Occupation”

This paper will use the sampling method analysis on the “Taiwan Daily News”, the largest circulated and the widest spread newspaper in Taiwan during the period of “Japanese occupation”, collect the relative materials from all kinds of channels, figure out the semiotic meanings of the images and copies from the “Taiwan Daily News” advertisements, then sum up the “ Taiwan Daily News” advertising style.Through the analysis of the social environment, the “Taiwan Daily News” was in, this paper will highlight the characteristics of the colonial society, and disclose the importance of the social environment on the newspaper advertisements. Explain the specific reasons of newspaper advertising style forming by using the analysis of the internal mechanism changing of the newspaper advertisement in the period of the “Japanese occupation”. According to the semiotic study on the advertisements and images from the “Taiwan Daily News” samples, and the systematical review on the advertising styles, this paper emphasizes that the ruling class controlled the “information” that the newspaper trying to deliver in the colonial society, and thus developed the unique advertising style of “Taiwan Daily News”.