Research On The Advertising Of Enterprise Journals In The Republic Of China

During the period of the Republic of China,it was common for enterprises to run publications,but only a few publications were launched and issued by national capital enterprises.In 1939,the "Wing-on monthly magazine ",which was founded by Wing on Department store,the head of the four major department stores in Nanjing road in Shanghai,was a comprehensive popular literature and art publication and enterprise publication.The "Wing-on monthly magazine" was issued for ten years,which just through the most complex period,including the Island period,the fall period and the civil war period in Shanghai.Its idea of running a journal is also consistent,which is very special and representative during the period of the Republic of China.A large number of advertisements published in the Wing-on monthly magazine are also a kind of cultural memory and transmission medium.So,by studying the advertisement of the "Wing-on monthly magazine",we can interpret the influence of advertisements on the consumption concept of the people in the changing era,and we not only can know well the original historical materials of modern Chinese private enterprises' advertising development,but also can enrich the research contents of modern advertising history.The study can provide powerful evidence for restoring the consumer society in Shanghai at that time.It is also a supplement to the research contents and objects of modern advertising history,which has some reference significance for the publication of contemporary enterprises and its advertising operation.This paper mainly discusses the phenomenon of running periodicals in the Republic of China and the management of enterprise publication advertisement by historical approach,text analysis,comparative study method.The first part put forward the dissertations reason,research methods and ideas,the core concepts.The second part respectively introduces the background of enterprise publication during the Republic of China era,and the meaning of "Wing-on monthly magazine",and comprehensively analyses its advertisements contents,which can make people know more about its cultural functions.The third part concludes the reasons why "Wing-on monthly magazine" can get success by comparing it with other enterprise publications.This paper hold the point that the Republic of China enterprise publications advertisements focus on the design,and many movie stars have been invited to be spokesperson.The Republic of China enterprise publications advertisements pay attention to the relationship between the advertisement picture and the advertisement text;In terms of advertising concept,they are well versed in the "face psychology" and "etiquette" culture of the Chinese people,and pay attention to the property of Chinese goods.In the period of the Republic of China,both the enterprise publications and their advertisements build the “pseudo-environment” of the mass media,which imperceptibly influenced and participated in the changes of people's life style and consumption culture.