The Research Of The Advertisement In "Jing Bao"

The tabloid is a kind of newspaper full of entertainment content,which was first appeared in the late Qing Dynasty.Recently,tabloids had become an important material for scholars to study modern Shanghai cities.However,most of the studies focused on the literary works in tabloids,and hardly ever paid attention to their advertisements.In fact,tabloid advertisements have rich research value,including product information,consumer tastes,etc.,which providing us with a unique perspective on the characteristics of tabloids and their readers.This thesis took "Jing Bao" as the research object,and selected 247 newspapers as a sample.We first summarized the structure,content,and typesetting of the advertisements in order to have a overall understanding of the advertisements in "Jing Bao".Based on that,we classified the type and the price of goods that appear in "Jing Bao".Referring to the price level of modern Shanghai society,we can tell the consumption level and economic status of readers of "Jing Bao".In addition,this thesis also present the tastes of the readers of “Jing bao” from two aspects: “aesthetic standards of appearance” and “preference of leisure life ”.On the one hand,this thesis collected a large number of male and female characters in the "Jing Bao" advertisement,summed up the aesthetic standards of people's appearance.On the other hand,this thesis also focused on the entertainment advertisements appearing in "Jing Bao" in order to show the taste and needs of tabloid readers in leisure and entertainment activities,as well as the concepts and interests behind these activities.Based on the above research,we can have a more comprehensive understanding of "Jing Bao",as well as its readers.This undoubtedly provides more research perspectives and historical references for the study of modern Shanghai tabloids.