The Study About Advertising Of Yunnan Daily In The War Resistance Against Japan (1937-1945)

After the war Resistance Against Japan broke out,for continual failings of front battlefield,eastern and central economy-developed districts fell one by one, government,enterprises,institutions,schools and people almost moved internally, then strategic state of Yunnan Province because dear as great backside. Not only did the economy develop rapidly but culture and society of Kunming at war got enormous achievements. In Great times,Yunnan daily indicated some features of public newspapers especially at advertising part as local newspaper held by provincial government. Since newspapers is like mirror, witch can reflect on development of society, economy and culture then. Therefore, the thesis discusses social changing problems of Kunming at war that reflected from advertisements through studying advertising text of Yunnan Daily 1937-1945.Through the economy and society of Yunnan developed rapidly during the war of Resistance against Japan, this developments quantity of Yunnan Daily. The first period is the period of difficulties in early war(just July 7th 1937-Januany 30 th 1938). Advertisement then were few and updated slowly, witch reflected that economy and society of Yunnan were under developed. the second period is the period of stable developing.(January 31 st 1938-December 31 st 1942), that is the period of advertisements quantity continual increasing, when trade advertisements quantity was increasing sharply, which was corresponded to economic developing condition of Kunming at war. Because of the development of Kunming society and the increase of information requirement caused by population migration, the quantity of culture and education, entertainment,and non-commercial advertisements increased by leaps and bounds. The third period is the period of economy recession(January 1st 1943-September 2nd 1945),the advertisements quantity then was fluctuating. In 1942,advertisements quantity got on the top, since then it was hard to break through,among those the trade advertisements recessed most,which was the consequence of KuoMingTang’s controlled economy policy. However, entertainment advertisements and non-commercially social advertisements tend to increase all the time, which indicates that urban culture of Kunming has been developing all the time,and citizens` spiritual life level has been improving all the time. Because of economy development, in the advertising vision of Yunnan Daily,consuming concepts of Yunnan people turned from conservation to openness, they for newness and changes,which promoted the changing of Yunnan economic production pattern and economic operation pattern. People’s spiritual life became more colorful, whose social communication and personal information communication also changed greatly.The innovation of the thesis is, from the standpoint of public medias` on social changing, analyzing Yunnan Daily advertising test at war in detail, and problems as changing of people’s consuming concepts, changing of social economy, changing of social communication and personal information communication and so on. Seen from advertising changes, and to think of some problems of and during development of Yunnan society in this period through new materials and unique view.