A Comparative Study Of Advertisements Between Xinhua Daily In Chongqing And Jiefang Daily In Yanan During The Period Of Yanan(1941-1946)

Chongqing Xinhua Daily and Yan'an Jiefang Daily,as the two major organs of the Communist Party of China in Yan'an period,are also representative in advertising.Academic research on the two advertisements is slightly weak,are isolated,static aspects of research,research methods are single,easy to cause fragmentation,vague language.In this paper,the combination of quantitative and qualitative research methods,with detailed data to present the two party newspaper advertising comparative study,and strive to be objective and comprehensive.The regional party newspaper and the central party newspaper have self-similarity in advertising management,advertising content and advertising form,which is a typical fractal.In other words,through the "dialogue" between Chongqing Xinhua Daily and Yan'an Jiefang Daily,this paper reflects the Central Party newspaper's core imagination of advertising.First,the Party newspaper of the CPC attaches great importance to advertising management.Even as a "complete Party newspaper",there are a large number of commercial advertisements,not blindly avoiding commerciality.Second,the advertisements in the Party newspapers of the Communist Party of China show obvious localization characteristics because of the different advertising contexts.Thirdly,the nature of advertisement can be different,not just commercial advertisement.There are a lot of advertisements of "announcement" information in Yenan Liberation Daily,which is the existence of social advertisement.Fourthly,there is no doctrine and flexibility in advertising management and even newspaper management of Party newspapers of the Communist Party of China.Fifthly,the politicization of advertisements.Advertising plays a role in communicating social information,propagating political opinions and carrying out political struggle in the Party newspapers of the Communist Party of China.And the Party newspapers of the Communist Party of China constantly strengthen the party spirit and mass character,which is the distinct feature of their newspaper advertisements.In the face of the severe media environment,the management of the Party newspaper of the Communist Party of China should inherit and carry forward the fine character of keeping pace with the times,give full play to the Party spirit and the authoritative characteristics of the Party newspaper,combine the mass line of the new historical period,give consideration to both economic and social benefits,accurately grasp the advertising appeal and flexibly run the newspaper;adhere to the Party spirit principle,consciously do so;Good gatekeeper of advertising content.It can be seen that through the comparative study of the Party newspaper advertisements in Yan'an period,we can fill the vacancy of the Party newspaper advertisements in Yan'an period,and also have important practical significance for reference.