Textbook Advertising Research On Shenbao From 1912 To 1927

This paper mainly studies the textbook advertisement from 1912 to 1927.It aims at deepening the understanding of the nature of school textbooks,and hopes to contribute to the production of knowledge.The textbooks have two properties,of culture and commodity.In General,the textbook research pay more attention to the cultural properties.It is concerned about the cultural significance of textbooks.Also we should note that books are special commodity.In order to issue textbooks,book company were able to sell in various ways,including by advertising which is one of the means.Commercial Press,the Zhonghua Book Company and the World Book Company all made textbook advertisement on Shebnbao.They prefer to use aggressive marketing strategies to capture the textbook market.The textbook advertising are broadly divided into book advertising,selling advertising,statements,and so on.These advertisements contains a wealth of information,such as types of textbooks,prices,editorial features,the ministry of education approved,edit information,discount prices,community feedback,and more.The textbook advertising include the contents of school textbooks and general description of the characteristics,as well as the prices of textbook.In the early of the founding of the Republic,textbook advertising contained new ideas such as freedom,equality,five families,advocate of Confucianism classics during Yuan Shikai also was reflected.In the 1922,textbook advertising were affected by the new academic structure.The populism of new national education had promoted Chinese using the vernacular to write textbooks,and contributed the educational practical development in the end.These changes in the textbook were involved in advertising.Textbook advertising reflected the characteristics of the times,not only the will of the ruler passed to the students,and also presented new ideas and new concepts to students.Commercial Press,the Zhonghua Book Company paid more attention to advertising layouts,number,and so on.Usually they repeated a large number of ads in the former pages of the newspapers,which intended to encourage readers to read the ads and increased people's interests of textbook and buy more textbooks.In order to increase the visibility of textbooks,the book sale men also made use of holiday or anniversary to promote the sale.At the same time,they use the media to expand the impact of textbooks.Major bookstores often started with our counterparts in the press advertising campaign.On the one hand,they tried to wear down the opponent in the price competition,on the other hand,they used textbook advertising to reflect the writing of textbooks.They all wanted to set up their book company brand image to increase sales of textbooks,and ultimately achieved book profit maximization.Based on the textbook discussions of commodity properties,I hope to help the understanding of knowledge.Because knowledge gained through our textbooks has some sort of authority as usually do.But judging from the discussion,textbook knowledge is a kind of marketing knowledge.Correctly,it is the result of a choice of knowledge.So the value and significance of such knowledge are worth thinking about them.