In The Early Republic Qingdao Newspaper Advertising Research (1922-1938)

Advertisement is the product of the politics, economy and culture of a certain society who reflects the political, economic and cultural realities, and any advertisement have all the various traces of the community. At the same time, as part of the social existence, advertisement imperceptibly impacts on people's values, guides people's behavior style and life customs. "The Big Qingdao Newspaper", "Civilians' newspaper" and "Zheng newspaper" are the three most influential ones of the main newspapers of the 1920s and 1930s in Qingdao, on which advertisements posted ail-inclusively, witnessing social customs' extensive changes during the crucial period of Qingdao transformed into the modern society. To a large extent, by the discourse of words and pictures on newspapers, people have profound revolution in the field of social concepts.When Qingdao's social life happens the extensive changes, social ideas have emerged diversified identity. The rising of the campaign for Chinese goods impulse the prosperity of the advertising of Chinese goods, which uses "patriotic" for the banner, calling on the public to buy Chinese goods, which played an important role for public to form the national identity in the process of consumption. Although changes reflected by newspaper ads have taken place in the field of social culture dramatically, women's image of subordination as "Good Wife and Good Mother" is still deep-rooted in the much public consciousness. In Qingdao who has many immigrants and colonists, people's identity becomes blurred. They buy the graceful and elegant goods to show their wealth, realize their own dreams to remodel identity.Newspaper ads in Qingdao of the 1920s and 1930s show extensive changes in the social life, at the same time, they also reveals that the development of Qingdao has economic modernization, political pluralism, popular culture, and many other features.