Research On The Advertisement Of Jing Bao(1919-1932)

The birth of Jingbao created a "three-day journal" era in the history of Shanghai tabloids,and its style of news,literature and art,and leisure also made Jingbao the leader of tabloids.The period from 1919 to 1932 was the three-day publication period of Jing Bao,that is,it came out once every three days.It was a period of extraordinary splendor in Shanghai's newspaper industry.It was not only among the best in the tabloid market,but also inferior to some big newspapers.Therefore,the advertisement of Jingbao in this period can't be ignored.With the help of Jingbao's influence,the advertisement gets more exposure.In turn,the characteristics of the advertisement also add some color to the image building and theme promotion of Jingbao.This paper selects the advertisement of Jingbao as a case study to observe the image design,content structure and development of the advertisement with Jingbao as the media carrier,so as to explore the interactive relationship between Jingbao advertisement,newspaper itself and modern Shanghai society,so as to interpret the advertisement from the perspective of Xiaobao and obtain a deeper and more comprehensive understanding of newspaper advertisement.This paper points out that the image presentation of Jingbao's advertising works is closely related to the newspaper itself.Yu Daxiong's experience in running the newspaper,style positioning and editorial philosophy have a profound impact on the nature,direction and purpose of Jingbao and its advertising.In addition to gaining economic benefits,the operation of Jingbao's advertisements also pays attention to benefiting the newspaper itself,reflecting social problems,and paying attention to the responsibility of the theme of "improving society" of the newspaper itself.This paper also points out that under the background of the times,various elements of commercialization,westernization and scientization appeared and referred to in Jingbao's advertising works,which had a certain impact on the social changes of modern Shanghai.The first chapter is the introduction,which summarizes the previous research results of Jing Bao,Shanghai tabloids and modern newspaper advertising,and puts forward the thinking and research methods of this paper.The second chapter introduces the Jingbao and its advertising,including the historical background of its founding,the sponsor and Jingbao advertising,and the management of Jingbao advertising.It describes the reason why Jingbao can lead the Shanghai tabloid market,and emphatically analyzes the influence of Yu Daxiong,the sponsor of Jingbao,on Jingbao and its advertisement operation.This paper holds that,in addition to having a business philosophy,Jingbao is also good at using advertisements to serve the newspaper,maintaining its image and promoting its growth and development.It takes advertisements as an auxiliary tool to publicize the purpose of the newspaper and reflect its own values,and pays attention to achieving the dual purposes of profit and newspaper growth.In the third chapter,based on the control of the overall appearance of the advertisement,the author observes and analyzes the advertisement itself.Newspapers and magazines are the media carrier for advertising,which is still a printed form of paper advertising.Its presentation is mainly text and graphics,and it pays attention to the diversified communication of vision and language.Therefore,the design of advertising itself has a very important impact on the advertising effect and the overall image of the newspaper.This chapter focuses on how to design the form and content of the advertisement in Jingbao.It not only deals with the length,font,copywriting,painting and typesetting of the advertisement in form,but also gives rich emotional expression to the advertisement,such as the visual meaning of illustrations,the connotation of copywriting,the design implication of trademarks,and the advertisement composition And so on.Its own design presentation not only shows the development level of modern newspaper advertising in China,but also complements the crystal itself.For example,the patriotism and civilized ideas in the advertising text are closely related to the current situation,which reflects the sincere intention of the newspaper to "improve the society".In the fourth chapter,based on the previous understanding of the advertisement of Jingbao,the interaction between the advertisement of Jingbao and the society of Shanghai is discussed,and the change of social ideology in modern Shanghai is explored from the perspective of advertisement.Newspaper advertising is not only the mark of the evolution of the times,but also the direct reflection of the development of society and region.The information contained in it is complex,diverse and rich,so it is difficult to understand it one by one with only one article.Therefore,this paper selects a certain point of Shanghai society reflected by Jing Bao,and focuses on the changes of Shanghai citizens' ideas in the perspective of advertising.In a word,Jingbao advertisement has its own characteristics.On the one hand,it is full of endless material and entertainment temptations,revealing the westernized,hedonistic,extravagant and modern atmosphere of Shanghai citizens in their daily life,and inheriting the tone of tabloid leisure and entertainment.On the other hand,influenced by the background of the times,it tries its best to get rid of the limitations of tabloids as pastimes,and pays attention to maintaining the image of "improving society" of newspapers,with a clear sense of concern for the country and the people.The evolution of its advertising itself,the presentation of advertising discourse and the embedding of ideas are the signs of the gradual maturity of Shanghai tabloid industry and the development and changes of Shanghai society in this period.