People's Everyday Life Of Modern Xi'an In The View Of Advertisements On Xinqin Daily (1921-1937)

Viewing the media text as the main research objects and important places to clarify meaning, this paper does text analysis into the advertisement on Xinqin Daily, one of the local newspaper in Xi'an during the Republic of China, combined with the historical data, thus to give a basic description of the advertisement appearance, to draw the everyday life in modern Xi'an which was constructed by the advertisement texts, and finally to summarize the social change characters in everyday life of modern Xi'an in the view of advertisement.For public health life, the characteristics of mixed Chinese and Western showed vividly; for cultural and educational life, the reading desire and education were totally pursuing the modernization; for entertainment and leisure, Shaanxi Opera and western films existed at the same time; for people's basic material life, foreign goods spread slowly, the advertisement discourse forming the civilized,modern life for Xi'an's residents.As to the difficult turn of Xi'an citizens'everyday life in the view of the advertisement, firstly, modern things is slowly embedded in a host of everyday life, which is not a step in place or a total range; secondly, many advertising echoed the national products movement, trying to connect the consuming with patriotism, but this cry is difficult and slow; thirdly, people did not learn everything from the western countries blindly, and there were many traditional features showing a strong continuity, and the opera is the most representative example.The paper consists of four main parts. The first part draws the outline of background. Xi'an suffered political unrest, economic backwardness and natural disasters, while many local intellectuals tried to establish newspapers to enlighten the masses. The second part is the description of Xinqin Daily's advertisements'appearance, including the pages, types, patterns, the advertisers and audiences.The third part discusses people's everyday life constructed by the advertisement. The fourth chapter attempts to sum up the difficult turn of Xi'an citizens' everyday life in the view of the advertisement.As the record of cultural progress, advertisement shows many aspects of everyday life, creates many specific social life scenes via a variety of discourse, and provides the possibilities to observe the details of history. Behind the advertisement progresses are the difficult changes of people's everyday life in modern Xi'an.