Research On Foreign Goods Advertising In <Shun Pao> In The 1920s And 1930s

Shanghai in the 1920 s and 1930 s,as a national business and news center,its special social culture is also the result of the joint efforts of various newspapers and periodicals.As the longest and most influential newspaper,Shun pao must play an important role in it.In the process of the gradual development and growth of Shun pao,foreign advertising has always occupied a certain proportion.Even if its number is not the mainstream compared with domestic advertising,foreign advertising has a greater influence on Shanghai’s social culture than monotonous domestic advertising because of its diverse styles and rich categories.According to the sampling results,the number of advertisements for cigarettes,western medicine,cosmetics and machinery has always been in the forefront,and the consumer groups covered are also very comprehensive.Therefore,this paper selects these four representative foreign goods advertisements for research.According to the research,it can be found that cigarette advertisements give cigarettes many non-existent use values.Western medicine advertisements suggest that western medicine can cure all diseases,but virtually solidify the image of weak Chinese people,Cosmetic advertisements depict the ideal standard of beauty of each part for people,while mechanical advertisements tell people that these machines are the difference between the prosperity and strength of the country.These foreign goods advertisements depict a picture of an ideal life for people.In this ideal world,foreign goods have become an omnipotent tool.However,as a carrier of heterogeneous culture,foreign goods advertising has not been smooth after entering the Chinese market.There is always a competitive relationship with domestic goods advertising in text symbols,pattern symbols and appeal methods.In order to seize the market,the two have to absorb each other’s strengths,making the two slowly move towards the road of integration in the competition.In the process of competition and integration between foreign goods advertising and domestic goods advertising,there is always a two-way shaping relationship between foreign goods advertising and social culture.On the one hand,social culture gives foreign goods advertising a lot of practical materials,and foreign goods advertising will also reflect the realistic picture of social politics,economy and culture to a certain extent;On the other hand,foreign goods advertising will also have a certain impact on the construction of social culture.From foreign goods advertising,we can see that at that time,people’s consumption mode was more inclined to conspicuous consumption,the ideal image of men and women was clearer,and people’s health concept and health concept were also improved compared with the past.