A Study On The Commercial Advertisements And The Social Life Of The Capital Of The Central Daily During The Anti Japanese War（1938-1945）

The central daily,founded in 1928,is the organ newspaper of the Kuomintang,as the mouthpiece of the Kuomintang to carry out public opinion propaganda.its Experience moving from Shanghai to Nanjing with the fate of the Kuomintang,Chongqing and returning to Nanjing and then the resumption of publication in Nanjing.Finally,it withdrew to Taiwan with the KMT in 1949.During 21 years in China’s mainland,it experienced the whole Anti Japanese war.This paper takes the commercial advertisement of Chongqing central daily during the Anti Japanese war as the research targets,integrating the comprehensive knowledge of advertising,history,sociology and journalism to carry out empirical research.In the aspect of quantitative research,through sample extraction and data statistics,this paper analyzes the ensemble basic facts of the development of commercial advertisements in the central daily from 1938 to 1945,classifies them,and discusses their scale and characteristics.This dissertation probes into the interactive development relationship between commercial advertisements and the social life of Chongqing.It holds that the commercial advertisements of the central daily not only affect the changes of the social life of the capital,but also promote the advertisers of the central daily to adjust the contents of the advertisements,getting with the new social changes,and participate in the construction of the new period as the media Social life picture.This part is primarily divided into two sides: for one thing,we can realize the capital society transformation from the commercial advertisement of the central daily,and as a social force,it has certain influence on social life on the material and spiritual level mainly.Since 1937,when the central daily moved to Chongqing with the national government,it was in the period of the Anti Japanese war that the society changed stupendously.As the mouthpiece of the national government,the newspaper played a crucial role in the special time The commercial advertisements in the central daily also recorded the history in a special way,manifesting the characteristics of the epoch.This paper holds that the commercial advertisements in the central daily played two functions at that time mainly: On the material level,it can induce consumption and promote the development of national enterprises;on the spiritual plane,it can promote social education and advocate modern life style.On the other hand,the change of social life has also shaped the diversification of the commercial advertisements of the central daily,which has appeared modernization in the content,creativity and forms of ad step by step.Finally,this paper makes a further summary and discussion on the historical significance of the change of the modern capital society reflected by the commercial advertisements of Chongqing central daily.