Ta-Kung-Pao(L'Impartial Tientsin) (1902-1916) And Modernization Of China's Advertising

It can be called the modernization of China's advertising for the development time between ancient advertising and modem advertising after 1949.The modernization has three meanings. One is the Chinese modem advertising concept is completely different from the ancient one. The second is the Chinese modem advertising is not the Chinese version of the western advertising, but the endowment of the ancient advertising content, to make certain adjustments to adapt to the habits of Chinese consumers, thus there was a gradual and long process. Third, the main body of China's advertising modernization had been evoluted. Modernization of China's advertising was also the process which Chinese people turn from learning initially to creating Chinese people's own advertising eventually.That is, it could be divided into three periods, such as the prelude period(1815-1873), the development period(1874-1919)and the formation period(1919-1949). Ta-Kung-Pao(L'Impartial Tientsin) (1902-1916) was just in the second period. It was one of the few national newspapers which initiatively attempted to change into modem medias and finally got the success in the the end of 19th century and the early 20th century. At the same time, the development of Ta-Kung-Pao(L'Impartia Tientsin) (1902-1916) could be separated into the initial part, the spiral rise part and the turbulent part.This historic position and its staging made it feasible that we could study the modernization of China's advertising by analyzing its advertising development.This paper adopt the qualitative and comparable research methodology,and also referred the journalism history research methodology with the view of macrographic system.It studied the six parts of advertising such as environment, staging, ideas and thoughts, marketing activities,creation and industry.Through these above six parts we may find that there are two premises which caused the advertising modernization of Ta-Kung-Pao(L'Impartial Tientsin) (1902-1916).The objective premise which can breed modern advertising and boost its development had already existed during the end of 19th century and the early 20th century in Tianjin City. And the subjective one is that Ta-Kung-Pao(L'Impartial Tientsin) (1902-1916) regarded the newspaper as the sustainable development enterprise.Then we find that there are two important clues.One is the introduction that the newspaper absorbed a large number of ideas and models from western advertising and the other is the creation which the newspaper built up his own advertising ideas and models mixed the tradition Chinese culture with the western style.Finally we may reach the conclusion that there are two kinds of impetuses that facilitated the advertising modernization. One is from our own and the other is from the foreign advertisements. In the same context, both sides referred each other constantly and eliminated the differences between the two sides and became converged finally.There are two innovations in this paper.l.Tthe paper presented the complete view of Ta-Kung-Pao (L'Impartial Tientsin) (1902-1916) advertising management and development and made the studies of its advertising history rich. The paper also provided the convenience for the future research to construct the complete advertising history of Ta-Kung-Pao(L'Impartial Tientsin) (1902-1949).2.For the first time the paper comprehensively analysed the rheological tracks and transition characteristics of Ta-Kung-Pao (L'Impartial Tientsin) (1902-1916)advertising and provided the referable index for the future researchers.