A Research Of The Cultural Advertsements On The "Social Welfare Tientsin" From 1915 To 1919

The'Social Welfare Tientsin'is a national newspaper of modern China that has extensive social influence. During the period of 1915-1919 there were very profound social changes in China. The social, political, economic and cultural concepts showed transition from the old to the new situation. As a Jinmen heavyweight newspaper, the'Social Welfare Tientsin'directly experienced and recorded the process of historical changes.The cultural advertisements included education advertisements, book advertisements, cultural and recreational activities advertisements, and the announcement, the statement related to the cultural activities. These were always the main force in the newspaper advertisements. After the revolution of 1911, the cultural advertisements especially all kinds of book advertisements is very rich because of the loosen environment. From ancient books to the new novels, from government office files to league publication, from introducing the science to preserving the quintessence of our country, all kinks of advertisements was published in the'Social Welfare Tientsin'.Along with the rapid development of education undertakings, the various schools and colleges admission advertisements were increasing. From the subject of the cultural advertisement, the advertisement promulgator were not only the state schools, public schools but also all kinds of private schools,girls schools, training schools and the evening schools. From the type of these schools, in addition to ordinary type of education, professional technical education, art education and teacher education all kinds of special education such as the professional technical education, the art education and the teacher education had developed greatly.From the cultural and recreational activities advertisements in the'Social Welfare Tientsin',it can be seen Tianjin citizens have deeply influenced of western lifestyle. Pursuit of western entertainment and leisure mode has already became a kind of fashion. However, the traditional entertainment project still has its development space, which embodies the all-embracing characteristic in Tianjin culture.The book advertisements in the'Social Welfare Tientsin'created an atmosphere of cultural consumption .The education information given by these advertisements not only provided the schools information and introduced the new type education, but also widened the people's horizon. Its entertainment information enriched the cultural life of the people and promoted the development of the entertainment industry. Its cultural advertisements also influenced the audience's mode of thinking and value orientation.Despite the church background, the'Social Welfare Tientsin'got the social approval because it is equitable and close to popular emotion. And to advocate independence and freedom, oppose autocracy and manacle, its liberalism of transcend partisanship aroused widespread social concern.