Research On The Advertisement Of Qin Feng Daily In The Anti-Japanese War

After the outbreak of the Anti-Japanese War,the coastal areas were mostly occupied by Japan,and the National Government began to implement a comprehensive internal migration policy.This prompted Shaanxi,which is located in the northwest,to present a new look in all aspects of society during the period of the War of Resistance.Among them,the development of modern newspapers and newspapers and magazines is one of the performances.The Qinfeng Daily,which was the beginning of Xi'an's large-scale daily newspaper,was born during this period.Its advertisements contain rich information and are issued 4,000 copies a day.It has a large audience and has a large social influence.Advertising as a "social text" reflects and records the development of society at that time.Therefore,this article takes the advertisement of "Qinfeng Daily" during the anti-Japanese period as the incision,adopts the method of statistics and text analysis,and combines a large amount of historical materials,from the "Qinfeng Daily" to create the situation and the advertising ecology during the Anti-Japanese War,"Qinfeng Daily" advertisement The social situation presented and the characteristics of the characteristics and means of communication in the social changes in the Qin Feng Daily reported that they tried to restore the social development situation of Shaanxi during the war of resistance and outline the social change trajectory of Shaanxi during this period of advertising.Through research,we can observe the progress and development of all aspects of Shaanxi society: the introduction of advanced health and medical knowledge;the improvement of social material life,the diversification of leisure and entertainment methods;the transformation of personal communication,the breakthrough of traditional forms of male and female communication,the concept of marriage Gradually moving towards enlightenment,women's status has been improved.However,some of the advertising information also found that the modern Shaanxi society still showed a strong continuation of the traditional society: Chinese medicine and traditional entertainment still exist;some backward concepts and bad social customs borrowed advertisements to spread,and also reflected the modernization of Shaanxi society.The complexity of the advanced and traditional backwardness.At the same time,it can be seen that commodities,advertising texts,etc.have obvious branding of the times,and the spirit of the anti-Japanese patriotic era runs through all aspects of Shaanxi society during this period.In the process of developing and changing in Shaanxi during this period,the trend of maturity and specialization is revealed from the forms of advertising and communication strategies.The various inconsistencies and concepts carried by advertisements are spread through these characteristic means of communication.In short,the "Qinfeng Daily" advertisement content truly shows the social living conditions of Shaanxi during the Anti-Japanese War.The evolution of the advertisement itself and the presentation of its content reflect the difficult and slow development of Shaanxi during this period of intertwined forces and games.In this process,various discourses and concepts embedded in advertisements also affect the development of society.