A Study Of Women’s Pictorial Advertisements In The Shengjing Times In The Late Qing And Early Republican Periods

As the first newspaper established in the northeastern region of Japan,Shengjing Times recorded the customs and customs of the entire northeastern society and was a recorder of the changes in the life of the northeastern society.The study of women’s pictorial advertisements in the Shengjing Times is conducive to a holistic view of women’s advertising,women’s consciousness,and women’s social life in Northeast China during the late Qing and early Republican periods,and is of great significance to the history of Northeast China’s newspaper advertising development and women’s liberation.This paper takes the relevant women’s pictorial advertisements published in the Shengjing Times(1907-1931)as a historical source,and conducts a systematic content analysis of the data and information situation,such as the number,types and layout distribution of women’s pictorial advertisements,and summarizes and organizes the number,types and expressions of women’s pictorial advertisements published in the Shengjing Times.Combining the methods of communication,advertising and sociology,this paper systematically analyzes the women’s pictorial advertisements in the Shengjing Times,and explores the survival of women in Northeast China during the late Qing and early Ming dynasties and the presentation of women’s consciousness in the era,as well as the social influence brought by women’s pictorial advertisements in the media.The paper is divided into five chapters.Chapter 1 is the introduction.It mainly includes the origin of the topic and the significance of the topic.It introduces the research object,research ideas and methods,research difficulties and innovations of this paper.The second chapter compares the media ecology of Northeast China during the late Qing and early Republican period based on relevant books,documents and historical materials,and briefly analyzes the social background of the emergence of female pictorial advertisements in Shengjing Times.The third chapter first selects the female pictorial advertisements of the Shengjing Times from 1907 to 1931 as the first level sampling unit,and selects the final advertising research sample through random sampling and systematic sampling methods during 1907-1930,and conducts content analysis to summarize the types of female pictorial advertisements and advertising presentation methods.The fourth chapter analyzes the construction of female pictorial advertisements on the awakening of women’s consciousness in Northeast China in the late Qing and early Ming dynasties through visual rhetoric theory,based on the content of female pictorial advertisements published in the Shengjing Times,and explores the awakening of women’s body consciousness,social consciousness,marriage life,and ideological and cultural aspects of Northeast China through visual metaphor,visual intertext,visual contrast,and visual metaphor.The fifth part analyzes the functions and limitations of the women’s pictorial advertisements in the late Qing Dynasty and early Republican period,and summarizes and reflects on them in a more objective way.