Research On Advertisements Of "Yongan Monthly" And Consumer Culture In Modern Shanghai

“Yongan Monthly” is a Cultural Journal founded and published by Yongan Publication during the Republican of China era.During that period,Yongan is the market leader of the Four Old Shanghai Department Stores which consist of(Yongan?Xianshi?Xinxin?Daxin).Yongan Publication had issued a total of 118 during the period from 1939 to 1949 without any interruption,despite they had experience three special turbulent period which is "Island Period",“Fall Period” and "Civil War"."Yongan Monthly" is a unique advertising material published by commercially driven company.As it combines both commercial and cultural together to meet the urban people's needs and demand in term of material and spiritually.This has given an actual portrayal of cultural changes on public consumption patterns during that turbulent era.“Yongan Monthly” is a matured cultural publication in term advertisement classification,quantity and development.This is a precious historical resource that provides insight on the changes of Shanghai's consumer culture and lifestyles during the republic era.No detailed study has been done on “Yongan Monthy”.In this paper,the use of statistical and content analysis on “Yongan Monthly” advertising content,quantity,characteristics,structure,classification,timeline analysis,the number of ads,and the key attributes of the evolution of people's consumption concept and changes in consumption habits,during the 30's and 40's.Based on these data analysis which provide us an insight on Shanghai public consumption cultures and patterns.This paper is divided into four parts: First,the argument and feasibility from perspective of advertising affecting consumption culture and lifestyles;Second is to conduct profile analysis on “Yongan Monthly" advertisers,audiences and advertisement;Third is to conduct advertisement classification research on “Yongan Monthly;Fourth is how changes on advertisement classification and quantity affects consumption activities and patterns.Advertisement as a cultural intermediary plays a key role in the history of the development in Modern Chinese where its development both affected by foreign culture and has strong localization features.Changes reflected on Shanghai public consumption activities,consumer behavior,consumer attitudes during the period 1939-1949 through the development of contextual advertising and mutual penetration and integration process to accommodate the western consumer culture during that period.This development and evolution of public consumption cultures and lifestyle provide a new perspective for the study of cultural exchange between China and the West.