Construction Of Patriotism In Chinese Goods Advertising During The Early Stage Of The War Of Resistance Against Japan(1931-1937) ——Centered On Chinese Goods Weekly Of Shenbao

In the early 1930s,economic crisis broke out all over the world,and foreign capitalism aggravated the economic oppression on China.In the face of the threat of the overflow of power and the loss of land,patriotic entrepreneurs actively set up industries and promote domestic goods.During this period,Chinese goods advertisements on the market emerged one after another.They integrated patriotism into goods through various impassable means of expression,stimulated people's patriotic enthusiasm,and played an important role in promoting the vigorous development of China's freight movement.Shenbao specially opened Chinese goods weekly of Shenbao to spread patriotism,publicize national products and help the development of Chinese goods movement.By combing the Chinese goods movement in the early stage of the Anti Japanese War,taking the "September 18" incident and the "July 7" incident as the time node,this paper makes an in-depth analysis of the Chinese goods advertisements in Shenbao and Chinese goods weekly of Shenbao from 1931 to 1937 by using the methods of text analysis,case analysis and discourse analysis.The study found that the reasons and ways of the outbreak of the previous Chinese goods movements in this period were different,but patriotism ran through it all the time.In terms of psychological symbols,the five types of body,disease,struggle,road and demon show the competition between domestic goods and foreign goods from all angles,with rich connotation and far-reaching implications;In terms of appeal strategy,the Chinese goods advertisements in the early stage of the Anti Japanese war mainly used the way of integrating rational appeal and perceptual appeal.It stimulated consumers' emotions by showing the national situation,strengthening moral concepts,assigning family affection and writing love,so as to guide them to consume domestic goods;In terms of presentation skills,domestic advertising uses rhetorical methods such as analogy,contrast,duality and parallelism.With the help of text genres such as poetry,drama and micro fiction,it sets up various types of layout,such as up-down segmentation,left-right segmentation,oblique segmentation,central axis type,juxtaposition type and circle,which strengthens the expression effect of advocating the concept of domestic goods and promotes the construction and dissemination of patriotism.Summing up the great effects of domestic advertising,we can see that the Chinese goods advertisements in Shenbao and Chinese goods weekly of Shenbao has promoted the recovery of rights and interests economically,exposed problems politically,constructed the concept of patriotic consumption ideologically and cultivated the ideology and culture of patriotism.At the same time,the domestic advertising in this period also had the problems of excessive digestion of patriotism,irrationality and impure.Generally speaking,the domestic advertising in the early stage of the Anti Japanese War not only promoted the development of the Chinese goods movement at that time,but also provided theoretical value and practical significance for the contemporary domestic advertising.