A Study Of The Medical Advertisement Discourse Of Sin Wan Pao (1927-1937)

Advertising witnesses and records the historical changes of social life.The amount of medical advertisements published in modern newspapers and periodicals is huge,which not only occupies the important page position of newspapers and periodicals,but also has rich contents and high historical value.Through these advertisements,we can get a glimpse of the political identity,social culture and People's life at that time.As an effective means of marketing communication,medical advertisement emphasizes the efficacy of medical products with specific discourse skills,and also strengthens the communication effect by means of packaging,character and brand image-building,to be a "Bridge of communication" between advertisers and consumers,and to change the audience's "Attitude" towards body,health and disease,plays an important role in the dissemination of medical and health knowledge,the construction of group image and social reality.Sin Wan Pao is a famous Chinese newspaper in modern Shanghai.Since it was founded in 1893,because of its outstanding characteristics in the purpose of running the newspaper,business strategy and content editing,Sin Wan Pao quickly came from behind in the fierce market competition.It was the largest commercial newspaper in China at that time.Sin Wan Pao had been published for more than half a century,rich in content and distinctive in characteristics.It has high historical and academic value.This study focuses on the medical advertisements of Sin Wan Pao from 1927 to 1937,selecting 702 medical advertisement texts in totally,including 41035 characters.Based on the theory of systemic functional linguistics,critical discourse analysis and visual grammar,this paper mainly discusses the text features,discourse practice function and social practice function of medical advertisements,and constructs the article level from the outside to the inside.From 1927 to 1937,the medical advertisements published in the news played the discourse functions of knowledge dissemination,image construction and life scene presentation in the Chinese society at that time.At the same time,we get the relevant conclusions and futher think about the experience and Enlightenment of the medical advertisements.