| In the 1920 s and 1930 s,various versions of the Republic of China Daily appeared all over the country.Most of these newspapers were founded by the Kuomintang,and they also became the tools of public opinion propaganda and ideological control positions of the national government.After the failure of the first Civil Revolutionary War,the Kuomintang established various versions of the Republic of China Daily in many counties and cities in Guangdong,the most influential of which was Guangzhou Republic of China Daily.From 1923 to 1936,the newspaper stopped publishing,fully recording the revolution and struggle,municipal administration and people's livelihood,social and economic situation in Guangzhou.A newspaper which has been published for more than ten years has been preserved up to now.When you open the Yellow newspaper,you can still feel the fresh history of Guangzhou.The author selected the 1924-1929 "Guangzhou Republic of China Daily" medical advertisement as the research model,and made a more detailed comb of the medical advertisement in this period.This paper is divided into four parts to carry out the research on the medical advertisements of Guangzhou Republic of China Daily in this period.The first part introduces the general situation of Guangzhou Republic of China Daily,including its publishing background,contents and all kinds of advertisements,and analyzes the reasons for the large number of medical advertisements in Guangzhou Republic of China Daily based on the background of the times.The second part classifies the medical advertisements according to their categories and forms of expression.It can be divided into traditional Chinese medicine advertisement and Western medicine advertisement in terms of category.It can be divided into witness testimony,comic strip,medical science popularization and suspense advertisement in terms of form of expression.The representative advertisements are selected for demonstration.The third part analyzes the characteristics of medical advertisement in Guangzhou Republic of China Daily.First of all,during this period,medical advertisements began to pay attention to the protection of brand image.Drug dealers will carry out brand image publicity by setting up trademarks,conducting activities and cracking down on counterfeits.Secondly,we should use the patriotic feelings of the people to carry out propaganda.In the 1920 s and 1930 s,when the nationalproduct movement was on the upsurge,the medical companies introduced some words of national product or inspiring words into the advertisements to play a propaganda role.Thirdly,the exaggeration is used for propaganda.In order to highlight its efficacy,patients' letters and crisis atmosphere will be used for publicity.Finally,western medicine integrated the concept of traditional Chinese medicine in propaganda.In this period,the problem of Western medicine's name publicity appeared.The fourth part expounds the effect of medical advertisement in Guangzhou Republic of China Daily.The benefits of medical advertisements are shown in the following three aspects.First,it can promote the development of women's independent consciousness,which is mainly reflected in the development of gender equality consciousness and the Westernization of women's aesthetic standards.Second,it can promote the transformation of consumption consciousness and create consumption culture,which leads to people's yearning for rich life in the west,but also conveys the extravagant concept of life.The third is to promote the spread of Western medicine,especially the use of traditional Chinese culture to spread western medicine.The contents and forms of medical advertisements vividly show the development of the medical industry at that time.It can be said that medical advertisements were a mirror of the society of the Republic of China.The research on medical advertisements is helpful to deepen our understanding of Guangzhou society and enrich the research on the medical history of the Republic of China. |
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