The Study Of Advertisements Contained In "Qilin" And "New Manchu" In The Period Of The Puppet Manchuria

During the period of the pseudo-Manchu period,the Japanese invaders strictly controlled the Northeast news activities and implemented a series of actions such as the establishment of the Hongda News Agency and the “Manchukuo News Agency”,the promulgation of the “Publishing Law” and the “Academic Guideline for Arts,” and so on.“Qilin” and “New Manchu”were born under this background.The role of the two journals is mainly to serve Japanese and Puppets,using its content to disintegrate the ideology of the people in Northeast China,thus thoroughly conquering the people of Northeast China.The two magazines are large cultural comprehensive magazines during the period of the Manchu Period.They have large circulation,wide audience,and strong influence.Its content is extremely strong in literary art,and it occupies an important position in the era when the publication was extremely scarce.“Qilin” was first published in June 1941 and finally published in March 1945.It lasted for five years and saw 46 issues in total.Its “Truth,Secret,and Riddle”column is the most distinctive feature of the magazine.“New Manchu” was first published in January 1931,and finally published in April 1945.Its content is rich and interesting,including news,art,talk,discussion,literature and other aspects.The author divides the advertisements published in the two magazines roughly into commercial advertisements,cultural advertisements,and social advertisements.The total number of advertisements in the “Qilin” magazine was 1,656,of which 1336 were commercial advertisements,accounting for 80.7% of the total;289 were cultural advertisements,accounting for 17.4% of the total;31 were social advertisements,accounting for Total 1.9%.Due to the serious loss of the historical data of the “New Manchu” magazine,statistics are based on the existing data,and the numerical value has certain reference value.The total number of advertisements in the magazine was 1,167,of which 840 were commercial advertisements,accounting for 72.0% of the total;240 were cultural advertisements,accounting for 20.5% of the total;87 were social advertisements,accounting for the total 7.5%.From the above data,we can know that commercial advertising is thriving.The main reason for this is to allow the Northeast people to accept Japanese goods and dump them in large quantities in China,in order to reap huge profits.At this time,the advertisement in the magazine has become a tool of Japanese imperialist cultural aggression,which has subtly changed the thinking and life of the Northeast people.This article analyzes the two aspects of the advertising format and advertising content of the two magazines,and analyzes the advertising layout and quantity,advertising copy,advertising categories,and advertisements of the two magazines in detail.The advertisements of the two magazines have three salient features: The first is that advertisements have the enslavement function,which has a strong slavish meaning both in advertising slogans and advertising titles and in the use of advertising symbols;secondly,advertisements have control functions,and advertisements are used as advertisements.In a form of dissemination of culture,Japanese aggressors use advertisements to transform the thinking of the people in the northeast and transform the behavior of people in the Northeast,so that they completely follow the command;the third is that advertisements have aesthetic value,and the advertisements of the two magazines reflect a certain degree of artistry.To a certain extent,people's cognitive ability and appreciation ability are improved.The advertisements of the two magazines conveyed information to the audience.As the main media force of the society at that time,they had a very important influence on the development of the society.The author mainly sums up three aspects: First,the people in the Northeast understand the outside world through advertising and reach more new things;Second,the influence of the people's way of life on the northeast,through the dissemination of advertisements,leads to a new trend and thus changes.People's original living habits and accepting new ways of life;Third,the impact of the concept of consumption of Northeast people,the Northeast people gave up the old ideas began to pursue new orientations.