Business Daily During The Anti-Japanese War Advertising Research Of Domestic Products

After the founding of the Republic of China,the domestic journalism has made great progress and the climax of running newspapers appeared.At the same time,newspaper advertising proliferated.In order to promote the development of the conference,Chongqing General Chamber of Commerce also actively participated in the tide of running newspapers at that time,and "Business Daily" emerged as The Times required.Founded on April 25,1914 and closed in 1951,Business Daily is an official newspaper sponsored by Chongqing General Chamber of Commerce.As the oldest and most experienced commercial newspaper in Chongqing during the Period of the Republic of China,there are a lot of advertisements of domestic products on its pages.Especially after the outbreak of the war of Resistance against Japan,the advertising share of domestic products in Business Daily accounts for more than 80%.This is mainly because of the development of modern industry and commerce in Chongqing,especially in the period of the total War of Resistance against Japanese aggression,a large number of industrial and commercial enterprises moved to Chongqing,which greatly promoted the development of Chongqing industry and commerce.In addition,the business Daily is deeply influenced by the domestic goods movement and the awakening of Chinese advertising consciousness since modern times are also very important reasons.At that time a large influx of people into Chongqing for these domestic manufacturers to release advertising to provide better psychological expectations.The advertisements of domestic products in Commercial Daily during the Anti-Japanese War can be divided into three categories: medicine advertisements,daily provisions advertisements and heavy industry products advertisements.Medicine advertisement can be divided into medicine advertisement and health care product advertisement.Advertisements for daily necessities can be divided into food and wear articles,sanitary articles,cosmetics and household appliances.Advertising of heavy industry products can be divided into two categories,namely,advertising of machinery products and advertising of chemical products.These different products of domestic advertising in the way of publicity has a greater difference.Advertisements in business daily active into wartime environment at that time,has four prominent features: first,pay attention to brand image protection,as much as possible in order to reduce the fakes,"the enemy",and other products for the brand image of the damage,part of the Chinese vendors will remind consumers pay attention to distinguish true and false in the ads,and take the initiative to clarify their original native product identity.In addition,some domestic goods advertising will also use trademarks for self-protection.Second,into the anti-japanese elements of propaganda,in the context of the overall war of resistance against Japan,the patriotic sentiment of the Chinese unprecedented high,many domestic manufacturers in their own advertising into the anti-japanese patriotic elements.Third,the use of current events for publicity,domestic manufacturers will be their own advertising and domestic and foreign major current events combined.Fourth,the use of flexible advertising means,specific performance for the design of unique advertising language,the combination of advertising and comics,the release of promotional advertising and joint type of advertising.The advertisements of domestic products in Business Daily have produced certain advertising effects while promoting commodities,which are mainly manifested in four aspects.First,the advertisements of smoking cessation drugs in domestic products can promote the anti-smoking campaign.Secondly,through a large number of anti-Japanese war advertisements,it effectively cooperated with the anti-Japanese war propaganda at that time.Thirdly,through a large number of advertisements of domestic products,it promoted the continuation of the domestic products movement during the Anti-Japanese War.Fourthly,a large number of domestic advertisements in Business Daily reflected Chongqing’s economy and people’s livelihood in wartime,which also provided richer historical materials and perspectives for studying Chongqing’s economy,society and culture in that period.