The Research On The "Wen Wei Po" Advertisement During The Isolated Island Period

"The Isolated Island Period" as an important historical period, has high research value; Wen Wei Po as "the isolated island period" representative foreigner's owned newspaper,has reputation and good representative,so this paper selects "the isolated island period" advertising on the Wen Wei Po as the breakthrough point, through the content and study on propagation characteristics of advertising,on "the isolated island period " abnormal prosperity of the entertainment industry, compared the changes before and after "the isolated island period " of people's life style and attitude, finally study on the ethical issues involved in advertising on the Wen Wei Po in a special period of history, trying to outline a complete" the isolated island period "appearance,to restore the real situation of Shanghai during the period from the perspective of advertising, display the function of advertising's special historical records.This paper is made of four chapters, the first chapter is introduction, introduces the situation of directors and chief of Wen Wei Po, and a train of thought. Wen Wei Po analysis the newspaper's media environment, and provide a reference for the deep analysis of next behind advertising communication features and the study of advertising. The second chapter focuses on the connotation of advertising to clarify the Wen Wei Po, from the three aspects of style, content and operation of a complete description of the basic situation of newspaper advertising, advertising not only shows the special period of also for the more in-depth analysis to lay the foundation. The third chapter through the perspective of the hope behind the expression of deeper connotation, such as large entertainment advertising reflects the" island "of the entertainment industry in abnormal prosperity, this causes the entry point into the entertainment industry and the prosperity of the society, the influence of the individual, and think about the special period for entertainment. In addition, from the continuous adjustment of advertising, we can also see from the "golden Shanghai" to"abnormal island" of the changes in the way of life and consumption mentality of the impact. The fourth chapter focus on the the anomie of newspaper advertisement, the anomie is not Wen Wei Po's only phenomenon, also is not limited during this period.In the commercial development of modern newspapers, this kind of problem has always existed, but has not been elimination, so this chapter try to analysis and study the reasons of this problem and influence,hope to add one point of advertising ethics research.