Advertisement Of Zhaobao And In Is Sight Modern Kunming Society(1938-1945)

After the outbreak of the all-round Anti Japanese War,the economically developed areas in the Middle East fell one after another.In order to preserve their own strength and make preparations for the long-term Anti Japanese War,the Kuomintang issued a series of economic policies,which made factories,schools and organs in coastal areas move westward.As the capital city of Yunnan Province,Kunming’s urbanization takes on a new look and quickly becomes an important business center in the rear area.The prosperity of the economy has led to the development of the advertising industry in Kunming.Under the background of the decline of the advertising industry in the whole country,the development of the advertising industry in Kunming in wartime has instead shown a picture of progress and distinct characteristics.Zhaobao,as a small business newspaper,has a long history in Kunming and a strong vitality.It is very popular among the people.This paper takes the advertisement of Zhaobao as the research object,through the analysis and comparison of the number of advertisement pages,it can be found that in order to maintain its own operation and actively develop the advertisement resources,the number of advertisements in the same page is more,each advertisement page occupies a smaller proportion,and the small advertisement occupies an important position.In terms of the total amount of advertisements,from the results of the sampling survey,since 1938,the number of advertisements in Zhaobao has been climbing all the way,reaching its peak in 1942.Since then,influenced by the deterioration of Kunming’s economic environment,the number of advertisements has gradually decreased.In terms of the content and classification of advertisements,the number of commercial advertisements is numerous,the social advertisements truly reflect the social reality,the types of cultural and educational advertisements are diverse,and the traffic is wide The number of complaints is the least,or even very few.The advertisement reflects a large amount of information and rich content,reflecting all kinds of social life like a mirror.Theadvertisement of Zhaobao reflects the fresh urban life of Kunming.From the perspective of advertisement,it can be seen that in the process of deepening the urbanization of Kunming,the social life style of the people is more diversified,the economic structure is changing to modernization,and the social concept is gradually improving.On the whole,advertising brings some negative effects while playing the social and economic functions,which promotes the false and pompous atmosphere and has a bad impact on the society.Of course,this phenomenon does not only appear in the advertisements of Zhaobao,but also in other newspaper advertisements.