Research On Advertising In Shanghai During The Period Of The Republic Of China

Advertising is a means of publicity which for particular need,through a certain form of media,dissemination of information to the public.Since the emergence of commodity trading activities,advertising has already existed.In ancient China,the forms of advertising Include entity advertisements,selling advertisements,billboard advertisements and printing advertisements etc.Since the outbreak of the Opium War,the Western civilization was introduced into China,and the modern Chinese advertisements first appeared in Shanghai.The new forms of advertising have emerged in Shanghai people’s vision.For example:newspapers,magazines,movies,radio,calendar,neon lights,windows.At the same time,the advertising companies and advertising personnel that specialized in advertising business activities has emerged.In the 1927-1937 years,the modern Shanghai advertisement developed to its heyday.During this period,the advertising media in Shanghai continued to be enriched and developed,and the advertising art level has been greatly improved.Advertising agencies and advertising companies are becoming more specialized.In the 1927-1937 years,it is also a period of great prosperity for the development of cigarette advertising in Shanghai.A large number of cigarette companies’ advertisements began to appear in Shanghai.During this period,Shanghai cigarette advertising media types mainly include calendar advertising,newspaper ads,magazine ads,billboard advertising,bus advertising,aerial advertising,window advertising etc.The characteristics of Shanghai cigarette advertising expressed as advertising language more easily understood,punctuation is used to cigarette advertising;advertising background pictures is increase and more closely to people’s daily life;a lot of rhetoric means is used to cigarette advertisements.The marketing methods of Shanghai advertising are mainly embodied in four aspects: playing the banner of "national products" to promoting cigarettes,emphasizing the quality and function ofproducts,and promoting advertising by advertising trademarks.In the period of the Republic of China,Shanghai advertising is shaping a new scene of modern life for the citizens of Shanghai,and presents a new way of entertainment and leisure space.These can enrich the Shanghai people ’s means of communication and play an important role in modern Shanghai citizens identity construction and identity.At the same time,in the period of the Republic of China,the Shanghai advertisement also has its inevitable negative influence.In modern society,smoking is harmful to health,and it has become a common understanding.So we should stay away from tobacco and we should love health,cherish life,and protect the environment.