The Study Of Literary And Artistic Advertisements In Northeast Literature And Art And Northeast Culture

In recent years, although there have been lots of studies on Chinese modern literary and artistic advertisements in some journals, yet basically, they were in clue of modern classical literary journals or important authors and works, excluded many other journals. In this case,Northeast Literature and Art and Northeast Culture are good case in point.Northeast Literature and Art and Northeast Culture started the publication in the early period of Northeast liberation area. They have lots in common and connection with each other in creation groups, journal contents, advertisements styles and ways of sales, etc.. In contents,both the literary and artistic advertisements are comprised of advertising of book names, magazines, marketing and cultural information.The number of the ads in the Northeast Literature and Art increases one issue after another with wider interests. They are closely linked with literature and art practice in Northeast liberation area. The ads in the Northeast Culture have lots of similarities, while they have some differences from the former one in local consciousness, cultural publicity and taste level.The literary and artistic advertisements in both journals have three distinctive features. Firstly, political characteristics are specially emphasized in the ads contents, ads choice of words and the use of the photos or symbols. Secondly, publicity features are mainly highlighted in brainwashing, enhancing models and the reports of the culture andeducation activities. Thirdly, equal spirits and plain styles are manifested in the arrangements of the majors and the minors, format design and language style.Compared with Chinese other modern literary and artistic advertisements, both journals have uniqueness. Different from those of the late period of Manchukuo, it is lack of commerciality, tabloidization and heavy pressure in politics. Relative to the literary and artistic advertisements of 1920’s and 1930’s, it is short of individualism, pure literariness and liveliness. Compared with the literary and artistic advertisements of the same period in Northeast district ruled by Kuomintang, it doesn’t have much fashion, tolerance and super-politics.