Mirror Of The Era:A Research On The Advertising Culture In Beiyang Pictorial

Beiyang Pictorial was founded by Feng Wuyue in the 7th 1926.During this period,the development of the newspaper industry and the commodity economy stimulated the prosperity of modern advertising.Journalists further recognized that advertising is a key pillar for the development of journalism.As a sole proprietorship pictorial,Beiyang Pictorial can last for eleven years and become the most influential pictorial in North China,which is inseparable from the emphasis and planning of ad’vertising by Beiyang Pictorial.Beiyang Pictorial has the largest numbers of advertisements,which contains a wide variety of advertisements,covering all aspects of social life,thus Beiyang Pictorial is an important text of modern Chinese advertising research.But there are relatively few studies on the advertisement cultural connotation of Beiyang Pictorial from advertisements.In view of this phenomenon,this paper comprehensively uses data research method,case study method,multi-disciplinary cross-learning method,and studies the advertisements in Beiyang Pictorial on the basis of collating and analyzing relevant literature.The paper is divided into five parts.The first part is the research background,research significance and research methods of this topic.The second part is an overview of Beiyang Pictorial.First of all,it discusses the historical background of Beiyang Pictorial through the historical background of Tianjin and the environment of pictorial in Tianjin.Afterwards it introduces the business strategy of Beiyang Pictorial.The introduction will discuss the advertising profile of Beiyang Pictorial.The third part discusses women’s shoes advertising,fashion advertisements,beauty salon advertisements,and The Tianzu Movement,The Tianru Movement and The Haircut Movement in the process of women’s liberation.In addition,it also discusses the prosperity of entertainment activities and the democratization of dancing movement in the commercial center of Tianjin from the aspects of automobile advertisement,photo studio advertisement,radio advertisement and dance advertisement.These phenomena show that the trend of western-style learning has penetrated into China,impacting the traditional ideological culture and affecting China’s inherent social and cultural life.All these shows the emergence of the foreignization of Tianjin society.The fourth part discusses the tradition of advertising in Beiyang Pictorial through the strong propaganda of Peking Opera and the promotion of domestic production.In addition,it also deeply analyzes the reasons for the popularity of Peking Opera in Tianjin and the movement of domestic production.The fifth part is a summary of the subject.Through the analysis,it can be found that the advertisements in Beiyang Pictorial are the product of the blending of Chinese and western cultures under the special historical background,and have obvious characteristics of the times.This research will help the academic community to know the advertisements in Beiyang Pictorial from the perspective of Chinese and western cultures,and help to deepen the field research of advertising history in the 1920s and 1930s.