"Good Friends" Pictorial Book Industry Advertising Research (1926-1945)

The golden period in the history of Chinese modern publishing during the Republic of China was also the first peak period for the development of China's modern advertising industry.The propaganda demand of the publishing industry encountered the vigorous development of the advertising industry,which provided a good soil for book industry advertising.The Young Companion is a comprehensive pictorial founded by Wu Liande in Shanghai in February 1926.It can be called "the earliest book and magazine published in China",ten years earlier than the American pictorial Life.Due to its diverse composition,well-printed and rich picture content,it has attracted a large number of readers to subscribe and purchase.The book industry advertisements in The Young Companion accounted for nearly one-third of its total advertisements,which not only reflected the high level of advertising development at that time,but also recorded and presented the development of the printing and publishing industry at that time.Based on the era and social background of the advertising development of pictorial books in the period of the Republic of China,this paper takes The Young Companion as the media carrier to analyze and study its development profile,type and characteristics,business strategy and the value of times.This paper is divided into four chapters.The first chapter analyzes and sorts out the development background and history of the book industry advertisements in The Young Companion.The second chapter analyzes the content of the book industry advertisements in The Young Companion from the perspective of text.The third chapter analyzes from two dimensions of creative expression strategy and marketing communication strategy,how the book industry advertisements in The Young Companion are used in the media of the Republic of China in the historical and cultural background to promote and obtain wide publicity.The fourth chapter attempts to summarize and reveal the value of times and significance of these book industry advertisements in the complex and diverse political,economic and cultural environment of the Republic of China.Through the research,this paper holds that the book industry advertisements in The Young Companion has certain representativeness due to its relatively high proportion,relatively wide range of communication and relatively long duration,which can be used as a case to explore the general development of the advertisement of the book industry in the period of the Republic of China.More than 1000 book industry advertisements in various types and forms in The Young Companion are very classic to this day,and when you read them,you can find the ingenuity and ingenuity of the advertisers at that time.On the basis of understanding the psychology of the target audience,the theory of marketing communication and advertising can be flexibly applied to the artistic expression of advertisement copywriting and pictures.It is not easy to create not only to attract the readers' attention,but also to effectively promote the sales of books and newspapers,and also to have high literature and historical value.Today,it also has certain reference value to the advertising and marketing activities of the book publishing and distribution industry.