A Study Of Tianjin’s Urban Culture Under The Mirror Image Of "Yishibao"(1920-1937)

As one of the four major newspapers in the Republic of China,"Yishibao" occupies an important position in the history of Tianjin’s newspaper industry."Yishibao" has a daily circulation of about 10,000 copies and has a wide audience.Advertising,as a symbol of the times,with its special expression,presented the appearance of Tianjin city at that time,spread the city culture,and promoted the further modernization of Tianjin.The paper adopts the method of combining equidistant sampling and random sampling to conduct a sampling survey on the advertisements of "Yishibao" from1920 to 1937,and a total of 2460 advertisement samples are obtained.Through the study of these samples,it is found that "Yishibao" has a large number of advertisements and a variety of categories,with the largest number of commercial advertisements,accounting for 29% of the total number of advertisements;followed by pharmaceutical advertisements,accounting for 26.2%,and cultural advertisements and social advertisements also occupy a certain proportion.proportion.From the perspective of social and cultural history,with the help of the mirror function of advertisements,it outlines the development of people’s clothing,food,housing,transportation,leisure and entertainment activities,social communication,cultural education,social medical care,etc.The face of Tianjin in the process of transition from traditional society to modern society.The study also found that Tianjin’s urban consumption culture is prevalent,people’s spiritual life is rich and colorful,and the film and drama culture is prosperous and developed;people’s social communication methods have changed;urban living space and leisure and entertainment space have expanded;The urban culture reflects the obvious characteristics of consumption and modernity,and Tianjin has become a fashionable city with diverse cultures,both traditional and modern.Through the research on the advertisement of Tianjin "Yishibao",it is found that its side reflects the process of Tianjin’s urban modernity.At the same time,under the impact of Western civilization and concession culture,the forms of advertising are more abundant.Advertising promotes the dissemination of Tianjin’s urban culture to a certain extent.The modern transformation of Tianjin city.