Research On The Advertising Of Xinhua Daily In The Anti-Japanese War(1938-1945)

As the only party newspaper in the kuomintang area,Xinhua Daily was founded with the purpose of consolidating the anti-japanese national united front.This paper,through an in-depth analysis of the advertising edition of Xinhua Daily during the Anti-Japanese War,summarizes the creation concept of newspaper advertising during the Anti-Japanese War,and provides a new direction for the study of modern Party newspaper advertising.This paper is mainly composed of five parts.The first part introduces the research background,discusses the significance of the research,and summarizes the relevant research results of the academia on "Xinhua Daily" advertising.Then the research method of combining simple data analysis with qualitative analysis is determined.According to the monthly sampling method and the quarterly sampling method,the advertisements of Xinhua Daily from 1938 to 1945 were selected as samples for analysis.In the second part,the author introduces the basic situation of Xinhua Daily and advertising edition,and expounds the history of the creation of advertising section,the person in charge of advertising section,advertising concept,advertising price and other historical facts.The third part is the core of this paper.The author will carry out simple data analysis and qualitative analysis on the samples extracted according to the advertising category classification method of Mr.Ge gongzhen in the history of Chinese journalism.First stand in the macro perspective,the use of data research advertising categories,layout changes.Then,using the case analysis method,the expression methods and creative ideas of various types of advertising(commodity,society,culture,transportation)are studied in detail.The last section of the third part makes a simple comparison with the advertisements of the Central Daily in the same period.The fourth part is to summarize the historical significance of the advertisement of Xinhua Daily: to convey the spirit of patriotism,publicize political opinions,and fulfill social responsibilities.The final conclusion points out that although the Xinhua Daily is a party newspaper,the party tends to be obvious,but it does not reject business.Advertising is not only an important economic pillar for newspapers to propagate the Party's line,principles and policies,but also a supporting material reflecting the history of Japan's invasion of China and an important means of "consolidating the anti-japanese united front".The history of advertising in Xinhua Daily truly reflects the history of Japan's invasion of China and the fact that Chinese people fought bravely in the war of resistance against Japanese aggression.We can continue to carry forward the patriotic spirit of the Chinese nation by reviewing the advertising history of the Anti-Japanese War,and provide inspiration and experience for how modern advertising meets the needs of the people and reflects social progress.