The Analysis Of Advertisements Of The Commercial Press In The Eastern Miscellany

During the Late Qing Dynasty and the Republic Period, Shanghai publishing houses had sprung up, the size of the bookstores, library buildings stood in great numbers, at the same time, it also brought intense competition to the publishing industry. In order to achieve competitive advantage, most of publications had pulled out all the stops, such as improved the quality of books and periodicals, accelerated the speed of publication, tapped talent and so on.among them, enhance the influence through the advertising is also one of the main competitive means of the publishing organizations.As the leader of the publishing industry during the Republic Period, The Commercial Press spend a lot of time, effort, and money on advertising as well. In addition to putting advertisements in the large newspapers such as Shen Pao, Sin Wan Pao, him also chose his own periodical as a venue for his advertising, The Eastern Miscellany is one of them. The Eastern Miscellany published advertisement of The Commercial Press since it had been founded, until the closure, had made great contributions to the development of The Commercial Press, and witnessed the growth and changes in The Commercial Press.This paper will be based on first-hand testimony, research The Commercial Press’ s advertising in The Eastern Miscellany by the content analysis method. This article can be divided into four parts. The first chapter provides a brief overview of The Commercial Press’ s and The Eastern Miscellany. The second chapter is an overall outlook of The Commercial Press’ s advertising in The Eastern Miscellany, and use this to analyze The Commercial Press’ condition of business before 1949. The third chapter is an analysis of advertising strategy of The Commercial Press’ s advertising in The Eastern Miscellany. The fourth chapter has studied the effect of The Commercial Press’ s advertising in The Eastern Miscellany to The Commercial Press own and modern societal culture.