| Macao was the pioneer in latter-day China's urbanization and modernization. Especially it was the earliest one of publishing advertisements in Chinese among the newspapers and media. Publishing the advertisements in Chinese in Macao Bulletin(ACMB) was not only the initiation in neoteric Chinese official newspapers, but also created many "First", for instance, the ads of lottery and monopoly were issued in the years as earlier as 1851, the sailing date in 1854, the overseas recruit in 1856, and the bilingual newspapers in 1879. Those ads did not only display the diversification of industrial economics and the characteristic of social configuration at that time, but promoted the transformation and development of latter-day Macao society. So that the ACMB possessed the unique status and were much worthy of investigation from the viewpoint of Chinese history of advertisement.In view of the precious ACMB and a lack of theses and monographs of studying it overall and systematically from the viewpoint of the history of advertisement, so that in this disquisition the ACMB were overall carded and its main characteristics and relations to the social background were systematically analyzed. Furthermore, a large mount of individual cases were decomposed in detail. These might provide references and supplements for studying Chinese history of advertisement. The ACMB included 2896 items in total were issued in 1234 copies of the bulletins from beginning at December 7,1850 to the end at December 30,1911 were selected as the object of investigation.The train of thought was that all of the ads were learnedly classified into four portions in terms of politics, economics, culture, and social life. Then all the items in each portion were statistically analyzed. In addition each item as an individual case was decomposed in detail in order to abstract the inherent rules of the interaction between the ads and social development.The theoretical induction was progressed as:In the light of historical background and social surrounding where the ACMB came out the fundamental characters and periodical features of the ACMB were induced. Then it was systematically examined how the ACMB represented Macao's politics, economics, culture and social life at that time. Taking the classified portions as the breakthrough point the issuer as well as the ads' contents, literary and linguistic expressions were labored. Furthermore, it was answered how the ACMB was affected by the background, and reversely, how the Macao's practical requirements and transformation was affected by the ACMB as well.The concrete contents in the object of investigation contained:The ads which were prominent on administrator's attempts and policies and related to politics or the government bulletins including:military, foreign affairs, security, legislation, election and vote, awarding and supervising Chinese, city project and traffic constructions, tax policies, etc.. The miscellaneous ads which were related to economics including:the monopoly containing opium and lottery, overseas recruit, shipping and modern supporting industries. The ads which featured the concept as diversified coexist and mingled and related to the culture including:education, healthy and enti-epidemic, religion and folk costume, etc.. The ads related to social life including:naturalization, legacy and social supervising, and public services. Based on analyzing and inducing the above four classified portions, the macro-effects of the ACMB was comprehensively evaluated. The social actions and enlightenment of latter-day Macao's newspapers and periodicals were deeply excavated.Through doing vast work on carding and analyzing the ACM, especially a lot of work on decomposing individual cases, the feasible innovations were attained:1 The ACMB very initiated the publications at the modem official periodicals, and seized hold of many "First" in Chinese history of advertisement, for instance, the fist ad for monopoly and lottery were issued in 1851, the first ad for sailing date in 1854,etc.2 One of most obvious features of the ACMB was that the radical aim of issuing the ads was for solidifying the rule of colonization authorized by Portuguesa government. Such an idea made the ACMB pay less attention to businesslike ads, so it differed from the other commercial newspapers, like Shanghai Declaration. Portuguesa government fully applied newspapers and periodicals and ads to realize either for controlling Chinese residents or buffing the national contradict. Those methods of strengthening rule which relied on modem media offered historic and beneficial references for searching supervised functions of government.3 Various economical ads covered all professions and trades in the ACMB reflected the historical process of Marco's transformation into modem economical society, in the mean time, they revealed the purpose of offsetting the government's debt in tax by systematically issuing monopoly institutions which covered many civil economic behaviors too. They strengthened the control of economic behaviors done by Chinese dwellers. Such ideas drove Macao onto present unique industrial make-up. They also displayed the negative affection arising from relying special properties included the monopoly, trade of opium, lottery, overseas trade of labors, etc.. They provided with historic reference for making economic transformation guided by the government.4 The ads related with culture reflected and promoted the thought and life style of Chinese residents in Macao into the transformation of modernization. Also they reflected the Macao's Portugal government carried out relatively temperate cultural policies in the ambient of diversified cultural through the ACMB. It was proofed by the history that those policies adapted the atmosphere of "Chinese get along with overseas" in Macao. The fact that the Portuguese people and the Chinese people who lived in Macao, Christian and Buddhist (Mazu), overseas and Chinese culture could get along with each other, comprehend each other broke through so called "civil conflict" pronounced by the American scholar, Samuel Phillips Huntington. The steady development of Macao's culture in 400 years expressed that the multicultural get along with each other may not erupted antagonism and conflict, on the reverse, the special charm was displaced in mutual association between the different nations and races. This speeded the Macao's culture to globalization and modernization.5 The ads related to social life ruled and guided Macao's dwellers who are mainly Chinese stepped toward the modernization and urbanization. The Macao's Portugal government played a key role in the transformation with the help of the ACMB. The advance of managing community and serving common affairs carried out by Macao authorities, as well as the embryo formed by the administrative functions of government found the understructure of realizing the characteristic "One country with two systems" for today's Macao. |
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