The New-life Movement On The Perspective Of Advertisement

The new-life movement is a self-rescue movement which was launched byChiang kai-sheck who intended to reform morality and ethics, transform national lifehabits and general mood of society. Based on the perspective of"Shengbao"ads andthe analysis of various advertisements that is released by each advertiser related to thenew-life movement, we have explored the impact of advertisement in the new-lifemovement. We carefully chose"Shengbao"and kinds of archives material to collectand edit as the basic historical data during the composing of the paper. On this basis,we were strived to study the new-life movement from another angle throughinterpretingtheliteratureatthattime.This article is planned to analyze the new-life movement from three levels underthe new vision of newspaper advertisement. In the first part, we analyzed the date andquantity of various advertisements that is related to the new-life movement appearedon"Shengbao"and the space of whole page of those advertisements. Compared thedates of those advertisement appeared on"Shengbao"with those dates of the new-lifemovement initialized by government, several dates of the former is a little later thanthe latter, but most dates appeared on"Shengbao"is basically the same as the datesstrongly advocated by government. Even so, when the mainstream media no longeradvocatedthenew-lifemovement,thiskindofadvertisementissubsequentlyfadedoutofpeople'sview.The second part focused on analyzing that what forms of advertisement theadvertisers chose to establish the relationship between products or service ofadvertisers and the new-life movement. Based on the analysis of the advertisers itself,it is concluded that the manufacturers were with their own interests as a starting point when government advocated the new-life movement. Those manufacturers got helpfrom the momentum of the propaganda in the new-life movement to establish variousconnections betweentheirproducts andthenew-lifemovement and theyusedthis wayas a marketing tool to seek interests. And with the government's voice of advocateweakened gradually, each manufacturer moved into other marketing strategy to selltheir products one after another. In this advertisement and movement process ofinteraction, the propaganda strategy of advertisement is obviously influenced by thenew-life movement. Each manufacturer established kinds of connection between theirproducts and the new-life movement. But meanwhile, various ads propaganda sloganalsoexertedaninfluenceonthepropagandaofthenew-lifemovement.We set about this job from various statements of those advertisements in the thirdpart. Those statements were divided into five aspects of politics, home made goods,sanitation, culture and merchant. We interpreted the new-life movement and societylife which are reflected bythose advertisements from those five aspects and attempt todiscusstheinfluencefromthenew-lifemovementandthedevelopmentsituationofthenew-life movement at that time. It's not difficult to perceive how each manufacturerutilize the new-life movement to increase their sales through the analysis of the abovethree part. At the same time, it reflected the statues of the new-life movement and thepeople'slivingconditionsinthemainstreamsociety.