Study On Development Traces Of China's Modern Advertising

China's modern advertising plays very important role in China's advertising history. On one hand, China's special situation in modern China history leads to the unique developments in various industries. As an emerging industry, China's modern advertisnig industry was affected by various history factors, thus showing a uniqueness during development, on the other hand, the imperialism countries brought a lot of new technologies to China after the Opium War, which has pushed the development of China's modern agriculture and commerce. After the advertising industry experienced ups and downs, it gradually evolved into an emerging industry acompanied by the development of modern newspaper industry.In previous studies, though many scholars pay a lot of attention to modern advertising, most focus their study on Shen Pao's advertising development, evolvement, they did not make an all-around research on China's modern advertising industry. Therefore, research on modern advertising is insufficient, a systematic study model is not formed. The paper tries to make a study on China's modern advertising development history based on lots of documents study.Part One, definition. The paper clearly states that the word"advertising"was firstly used in Shen Pao when the newspaper was established in 1872. Secondly, the paper defines what is"China's modern advertising"and divide China's modern advertising history into three periods. Ancient advertising period, including the early Qin Dynasty, Qin and Han Dynasty, from Wei Jin Time, N&S Dynasty to Sui and Tang Dynasty, Song, Yuan Dynasty, Ming and Qing Dynasty.1. China's modern advertising period, including Late Qing Dynastry (after the Opium War), the Republican period.2. China's contemporary advertising period, including 1949-1979 and after 1979. The modern advertising in this paper refers to the periods from the Late Qing Dynasty to the Republican period.Part two, the birth of China's modern advertising. The paper points out that the modern advertising history came into being when the western capitalism countries invaded China, while China's newspaper industry promoted the development of the advertising industry. From the Chinese Serial, the first Chinese magazine set up in Hong Kong in 1853 to the Shen Pao, established in Shanghai in 1872, all those newspapers have provided great chances for the birth of the advertising industry, making the advertising industry a boom industry.Part three: development stages of China's modern advertising industry1. The initial stage: from the Opium War to the mid 19th century.2. Development and floursing stage from the late 19th century to the 1930s.3. The recession period from the late 1930s to 1949.Part four: the characters of the modern advertising industry, which is also the major part of the paper. Part four elaborates the characters of China's modern advertising industry and give six characters from the aspects of audience, advertising content, meida and its types, advertising idea, plan, the industry and education. The audience's recognition about advertising underwent a process from unfamiliar period to acceptance period.The content and expression of the advertising become more diversified. Firstly, the paper analyzes the advertising types which covers transportation, textile industry, dying industry, fashion, shoe-making, medicine-making, food, beverage, tabacco. Secondly, the paper reveals the roughness of the modern advertising's head, body design, also the development process from the rough to the fine design.1. Advertising media and types grow. The paper analyzes street nameplate advertising, neon light advertising, big-window advertising, calendar advertising, movie advertising, posting advertising, air advertising and other types, the paper also mentions other new advertising media except the major types with the development of the industry.2. Design level has been enhanced. The paper sums up five idea and planning ways in designing modern advertising: humor, doubt, demonstration, contrast, celebrity image.3. The development of advertising industry and organizations. With the development of the industry, China's advertising agency or advertising companies beggan to emerge. In China, such agencies were set up in Shanghai. During 1920s-1930s, Shanghai has more than 30 advertising agencies. Along with the establishment of those agencies, some ethics problems began to prop up, the organization was set up.4. Research and education on advertising began to develop. The research and education in this field starts from the early Republican period, some universities set up related courses in 1920s. The Beijing University Journalism Research Group which was established in 1918 is China's first research team.Part Five: the advertising industry and modern commerce industry. The paper states that the advertising industry was closely related with the commerce industry. The commerce industry has greatly promoted the development of the advertising industry and the flourishing of the commerce industry also pushes the booming of the advertising industry.The last part of the paper makes a summary for the study and illustrates the development history of China's modern advertising industry and hopes to provide new thoughts and viewpoints for the further study in this field.