| Advertising as a mirror of the social and cultural changes, on the southwest area of wartime, especially Chengdu Chongqing region’s social and political, economic, cultural and ecological transformation of record and reflect. In the abundance of various advertising, medical advertising its possession of a number of absolute advantage, contents and method of a wide variety of performance become this period newspaper advertising research focus and highlights. Therefore, this paper in outline and Xinxin News pharmaceutical advertising panorama during the Resistance War period, focus on many factors of newspaper ads and social political, economic and cultural changes the intrinsic relationship, induction during the period of the war of resistance against Japan in Chengdu Newspaper medical advertisements characteristics and influence, to in a certain extent fill and enrich the breadth and depth of regional newspaper advertising history research, a new perspective to reproduce the evolution of the social culture of Sichuan during the period of the war of resistance against Japan, explore the period Sichuan area newspaper advertising how in times of crisis development and change. In eight years of war, foreign culture influx and regional status change how to influence the Sichuan area of social culture, these changes in regional newspaper advertising on how to present; and evolution of the times and national survival, provincialism and commercial invasion these changes bring the influence and impact of the newspaper advertising in the Sichuan region of the Republic of China in the period of the Resistance War.The paper published in the period 1937-1945 Xinxin News journal of medicine advertisement as the main research object, with the method of content analysis as the main research methods. The research collected a total of 708 copies of the newspaper (201 of which were due to the lapse of a long, lost), get medical advertisements 1272 (including repeat medicine ad number 4260) and the monthly average of 16.74. The result indicated that although the Xinxin News itself on advertising restrictions (words, price), but a large number of smoking cessation, treatment of venereal disease are advertising, reflects the drug abuse and prostitution and other undesirable practices should not be controlled; is an important reason of drug abuse and prostitution:the war led to the breeding group the influx of refugees, located in the inland that people lack the pursuit of a healthy lifestyle, long-term environmental occlusion leads to a public spirit of malaise. At the same time, the basin mainly in hot and humid climate and various adverse living habits, easily lead to tuberculosis, scarlet fever, hemorrhoids and other urgent, chronic disease of breeding, which is all hospitals, clinics, pharmacies provides necessity. Not only that, introduced western advanced medical technology and drug injection because of the effect of rapid, already preliminary to consumer recognition and acceptance; wartime Chengdu has initially established a relatively perfect health care system, its development by providing powerful guarantee for the people’s production and life. But the drug repeated smokers in the presence of a large number of; various social problems caused by the activities of prostitution and regional development long-term abuse in society.This study is divided into five parts:The first part, mainly includes the contents of the first chapter is the introduction part:in view of the research object of this paper, explains the research background and significance of the research, combing with relevant to the study of the domestic and foreign research to the present stage, the necessity of the research argument. Secondly, for research object, research method, research hypotheses were described based on, the feasibility of the argument. Subsequently, pointed out that the innovation and limitations of this study, provide a reference for the follow-up study.In the second part, mainly includes the second chapter and the third chapter contents:first, through the concept of Xinxin News and pharmaceutical advertising, the Resistance War period and stage are defined, clear the research object of the study, problems and scope. Secondly, based on the research object, during 1937-1945 published Xinxin News advertisements for medicine quantitative analysis processing, sample collection, category construction, manufacture and reorganization of the code table, sample input, data statistics and analysis, reliability test.The third part, mainly includes the content of Chapter Four:according to the acquisition of data and to collect the large number of historical materials related to assist, to study assumptions to demonstrate, the characteristics of pharmaceutical advertisements in newspapers of the period and the influence and the cause analysis, to explore the period Sichuan area newspaper advertising how to develop the change in times of crisis, and era evolution and national survival, provincialism and commercial invasion many factors bring newspaper advertising in the Sichuan region of the Republic of China in the period of the Resistance War and the impact.The fourth part mainly includes the content of Chapter Five:put forward the deeper discussion according to the results, in the hope of is rich and the development of specific time period of regional history of newspaper, advertising history, and social history provides reference.The fifth part mainly contains references and appendices, thanks to the content, supplement and explanation of matters. |
PDF Full Text Request