Research For Mondern Shanghai Consumption Culture Constructed By Shenbao Newspaper Advertising

In modern history, Shanghai was a business community together with global capitalism, and was the model of the modern and even contemporary Chinese commercial economic development. In the twenties and thirties, as a new form of communication, the modern newspaper ad had a significant impact in commercial development and public consumption activities in Shanghai. The newspaper ad is the turning point of the history of China’s advertising from ancient to modern advertising history and is an important symbol of the modern advertising history. As a city with the most developed modern business and the richest goods, the Shanghai provided the soil for the survival and development of the modern newspaper ad. The twenties and thirties, the advertising industry in Shanghai was quite prosperous.The most representative of Shanghai advertising business prosperity was undoubtedly newspaper ad, and the most representative of newspaper ad was advertising of Shenbao Newspaper. Shenbao Newspa advertising in the twenties and thirties was found that it could communicate information together the company’s products with consumers using words and images. In the advertising business, it was not only a stylish and mainstream consumer products, but slso a set of ideology of life and thought, and consumption cultural was gradually shaped. The state of modern consumer culture in Shanghai and the role of will advertising be played as advertising of Shenbao Newspaper in the twenties and thirtie for example in the article.This paper is divided into five parts:Preface parts:mainly introduces value and significance and the related research.The first chapter:defines the connotation of consumer culture used in this paper, and analys the cause modern Shanghai consumer culture, and points out that the advertising communication is the importment formation.Chapter2:introduces the history of shenbao newspaper, and points out status and influence of shenbao newspaper advertising, and then analys the characteristics and contents of shenbao newspaper advertisements in the special background of consumer culture analysis.Chapter3:interprets advertising building consumer culture through a lot of shenbao newspaper advertising, and points out that content and characteristics of the modern Shanghai consumer.Conclusion parts:to respond to the questions of the introduction, and summarizes to the full text.