Life Weekly Financial Advertising Research

"Life" Weekly was founded on October 11,1925,and the final issue was on December 16,1933.Its duration coincides with the golden age of the development of modern Shanghai ' s commodity economy.With the gradual improvement and perfection of the financial system,Shanghai has become a national financial institution.With the capital center,the internal competition in the financial industry has become increasingly fierce.At the same time,the development of the poster industry has also matured.Newspaper advertisements have won the favor and recognition of many advertisers,providing a good external environment for the emergence and development of "Life" weekly financial advertising.surroundings.In addition,"Life" Weekly adheres to the popularization of the content of the publication,the reader group and the author group,and strives to be close to the people's life;it focuses on balancing the relationship between commercial and professional,and always adheres to the service tenet of being responsible for readers.It has won readers and advertisers.All these have created a suitable internal soil for the publication and dissemination of financial advertisements."Life" weekly financial advertisements have characteristics in terms of form.The advertising copy is oriented to the target audience: the headline and border decoration enhance the visual tension,the font and the layout are flexible and changeable,the advertising copy of different financial institutions has its own characteristics;the financial advertising picture is based on the advertising copy: the advertising picture focuses on creativity and advertising The pictures and copywriting are echoed to strengthen the brand and trademark image;the layout of financial advertisements is based on the tone of the publication: the layout is relatively fixed and concentrated,the layout specifications are mainly short,and the ratio of the advertising layout to the content layout of the publication is reasonable.In terms of advertising creativity,financial advice and requests are both rational and rational,with rationality as the mainstay;financial advertising themes tend to be diversified: based on traditional concepts,highlighting the authority of institutions,promoting patriotic behavior and emphasizing product advantages;financial advertising performance methods tend to be combined: marketing based on momentum,Essay activities,rhyming of poems and proverbs,scene reproduction and continuous release."Life" weekly financial advertisements contain rich historical and cultural values.These financial advertisements reflect the change track of Shanghai's material culture,and also witness the development and changes of Shanghai's financial industry,such as the various subdivisions of financial business structures and financial services.The savings methods are flexible and diverse,and the financing methods of financial institutions are rich and diverse;it has witnessed the changes in the consumption concept,financial management concept,and borrowing concept of Shanghai residents at that time;it has guided the values and orientation of the citizens,such as encouraging youth to strengthen their self-cultivation,actively promoting gender equality,and Strengthen the "family-based" thinking;presenting the urban life of modern Shanghai residents,such as the modernization of living space under the integration of Chinese and Western cultures,the alienation of school life in the rapid social changes,and the Westernization of leisure life under the mentality of seeking common ground and different trees.