Advertising Research Of Shengjing Times (1906-1931)

Shengjing Times was the first Chinese newspaper founded by Japanese in northeast China in modern times.Because of its wide distribution and large circulation,it had far-reaching influence in northeast China at that time.In recent years,there are more and more researches on Shengjing Times,but the researches on the advertisements of Shengjing Times are still rare.Advertising is the direct reflection of social economy and the indirect concentration of life culture.Through the research on advertising communication of Shengjing Times,we can sum up the social environment and cultural background of northeast China in the early 20 th century,it is a great supplement to the research of northeast advertisement communication.This paper studies the types,contents,characteristics and impact on the Northeast Society of the advertisements published by Shengjing Times from 1906 to 1931.Firstly,the advertising content of the photocopied edition of Shengjing Times was sorted out and classified,and then the advertising content was analyzed with the methods of Communication Science and advertising science,so as to explore the "Shengjing Times" advertising communication activities,the purpose,effect and impact.There are four chapters in the text.The first chapter is the basis of the topic selection,research methods and innovation.The second chapter is the Advertising Development Course of Shengjing Times.Through sampling and recording the advertisements of Shengjing Times from 1906 to 1931,it analyzes the changing trend of the number,the proportion of the category,the price and the form of the advertisement,the advertisement of Shengjing Times was divided into three periods according to the time of issue and the social background of China at that time,they were the late Qing Dynasty,the development period of the 1911 Revolution and the May Fourth Movement period.The third chapter is the research on the advertising content of Shengjing Times.There are about 100,000 business advertisements,12,000 cultural advertisements,15,000 traffic advertisements,43,000 medical advertisements and 49,000 social advertisements,which are roughly divided into five categories,this paper analyzes the social function of advertising and summarizes the different characteristics of foreign advertising and Chinese advertising through the Study of advertising originality.The Fourth Chapter is the "Shengjing Times" advertising on the northeast modern society's positive and negative impact.Through the deep study of the advertisement of Shengjing Times,this paper analyzes the content and characteristics of the advertisement,and shows the changes of the social life in northeast China in modern times from the angle of advertisement,thus making a contribution to the study of the advertisement communication in northeast China.