Cultural Collision: Cultural Input And Local Balances In The Advertisements Of Yishi Daily(1915-1924)

Yishi Daily is a newspaper with wide influence in North China.The first stage of its development(1915-1924)not only experienced a period of social unrest and transformation,with frequent major historical events,but also highly coincided with the period of rapid expansion of foreign goods market at Tianjin port.Therefore,the newspaper's advertisement can become a window,which can fully reflect the game process between foreign advertising and local advertising,and reflect the complex social features at this stage.This paper uses semiotics,advertising,cross-cultural communication related theoretical knowledge to study the western culture input and local balance strategy in the advertising of Yishi Bao around the 1920 s.This paper first combs the reasons for the prosperity of foreign advertisements in Yishi Bao,explores the historical context and social thoughts at that time,and on this basis,discusses the construction mode of western culture and local culture in the foreign advertisements and local advertisements in Yishi Bao,analyzes their impact on social life,explores their development and changes in the process of cultural collision,and summarizes the development of Yishi Bao The collision between Chinese and Western cultures and the way of interaction reflected in the report outline a clear social and historical picture.The introduction of western culture promotes the introduction of Western technology and ideas into China.Western ideas infiltrate into China in the form of symbolization,forming new social ideas and shaping new consumption concepts,which provides conditions for the prosperity of foreign advertisements in newspapers.In this historical context,foreign businessmen have constructed a relatively complete Western cultural system through advertisements in the newspapers represented by Yishi Daily,which is embodied in the guidance of Western cultural symbols,the emphasis on rational demands and the promotion of added value attributes.On this basis,foreign advertising promotes the formation of a situation of double dumping of goods and culture.Local national capital has made many attempts to resist this situation,the core of which is to wake up the national consciousness.Influenced by western culture,it reflects social changes.Although the cultural construction in local advertising is a little weak compared with that of foreign businessmen,it has promoted the movement of domestic products,forced foreign businessmen to pay more attention to localization,and actively produced the trend of "seeking change" in form,narrative,theme and other aspects.The two forces of national consciousness and Western culture penetrate and balance each other,forming the phenomenon of Cultural Acculturation in the process of cultural collision,promoting the generation of a representation,that is,mixing tradition and Modernity in advertising.This also had an invisible influence on the economic and cultural trend of modern Chinese society.In today's era,the international cultural game is more intense.At that time,the cultural phenomenon in the advertisement of Yishi Daily provides a warning for the present,that is,to avoid blind attachment to the strong culture,and to stimulate the endogenous power and new vitality of traditional culture.