| Shanghai was the center of newspaper and advertising industry in modern China.Its unique geographical advantages haves provided a nice development environment for Shanghai Opera advertisements.As an important medium for the Shanghai Opera broadcasting,its newspaper advertisement is the most common,the most lasting and the most influential advertising form among all advertising media,and the most crucial means for the promotion.As the carrier of Shanghai Opera advertisements,Shanghai newspapers can be divided into ordinary newspapers,amusement park tabloids and Shanghai Opera newspapers in terms of their roles and functions.They played different roles in various historical periods of the development and had an significant impact on the progression.After Shanghai Opera entered the flourishing stage,it was gradually accepted by the society and stepped the emerging amusement park performances,which ushered in the era of media dissemination.At this time,the amusement park tabloids were their main carriers.The amusement park tabloids,such as Great World,New World and Sincere Paradise Daily,generally carried information about Shanghai Opera.At that time,Shanghai Opera advertisements were mostly attached to the entertainment schedules released by amusement parks,just delivering basic performance information.The function of advertisements was simple and informative communication,but they still played an important role in making it known to the public.After the establishment of Shanghai Shenqu Opera Research Association,Shanghai Opera performances were extended to theatres and their advertisements also changed accordingly.Cinemas and theatres have become new advertisers,and the focus of advertising has gradually shifted to newspapers and periodicals such as News and Shen Pao.The content and form of advertising have made great breakthroughs and innovations,constantly strengthening the attraction and interest points of advertising,so advertising marketing strategies are more flexible and diverse.With the expansion for the influence of Shanghai Opera,Shanghai Opera Newspaper emerges at the historic moment,such as Shensheng Monthly,Shenqu Daily and Hu Opera Weekly.Its newspapers and periodicals are mainly aimed at the fans of Shanghai Opera,so it is the core of their marketing,which publish information about Shanghai Opera in a full range.At that time,the main drama troupes of Shanghai Opera,such as Wenbin Theater Troupe,Shijia Theater Troupe and Mingying Theater Troupe,all had established venues for performances,and the competition was fierce.In order to compete for market share,various opera troupes have invested a lot of financial and material resources in publicity,then advertisements in Shanghai Opera newspapers and periodicals have become a vital publicity platform.Shanghai Opera promotes the development and prosperity of the art through the issuance of Shanghai Opera newspapers and periodicals.Shanghai Opera advertisement is a momentous way to build the image of the performers and the creative subjects.The advertisement gradually establishes the aesthetic image of the artists,and the star effect of Shanghai Opera becomes prominent and is sought after by the audience.With the improvement on the status of Shanghai Opera,its commercial value has been constantly explored,gradually forming a commercial network centered on Shanghai Opera.While it acting as the core,the ecosystem consists of newspapers,records,radio stations,theatres,publishing houses and surrounding enterprises.It can participate in and influence the urban social life of Shanghai citizens,and at the same time,it also creates a perfect opportunity for the prosperity of Shanghai Opera art. |
PDF Full Text Request