Advertising Research Of Yunnan Republic Daily

This paper chooses the advertisement of Yunnan Republic Daily as the research object,and states the background of the emergence of Kunming newspaper in the early20 th century from three aspects:the basis of traffic facilities,the guarantee of policy and the development of cultural undertakings.This paper makes an overall analysis of the advertisement of Yunnan Republic Daily based on the definition of advertisement concept,advertisement layout design and advertisement category,so as to explore the general appearance of advertisement of Yunnan Republic Daily.Among them,the advertisements of Yunnan Republic Daily are divided into painting advertisements,photography advertisements and text design advertisements according to the expression techniques of advertisements.This paper mainly takes these three kinds of advertisements as the clue to carryout a specific analysis.On the source of advertising artistic style of Yunnan Republic Daily,this paper discusses the reasons for forming early newspaper advertising artistic style from three aspects:the charm of traditional art,the application of western elements and the integration of Chinese and western arts.In the aspect of the artistic style of the advertisement of Yunnan Republic Daily,this paper analyzes the visual art characteristics of the early newspaper advertisement from the aspect of the expression technique of advertisement design and the aesthetic appreciation of advertisement.Finally,from the aspects of social fashion,social aesthetics,social changes,in-depth excavation of the early newspaper advertising bearing modern tendency.