Research On Female Commodities Advertisements In "THE SHUN PAO",in 1920s

"THE SHUN PAO" is a business newspaper founded for the purpose of profit.Since it was founded it began to put out the advertisements.Till 1915,its advertisements layout area had exceeded news layout area.Advertisements had become a non-negligible important part of "THE SHUN PAO".Till the 1920s,for both the skilled use of various forms of advertisements and the wide publishments of all kinds of advertisements,the advertisements in "THE SHUN PAO" had already been more mature.Among them,there are many different kinds of advertisements about female commodities with various forms and eye-catching features.The author attempts to take the female commodities advertisements as the research object and Chinese republic society as the background in this paper to do the in-depth analysis on its influence on the social various aspects and the projected female related concepts by analyzing the creative features of female commodities advertisements in 1920s.Thus,the author answers how Chinese republic Shanghai builds the female images,by what ways and means advertisements attract the consumers and how the consumers respond in this paper.It also helps us to understand the real appearance of Shanghai society at that time.The author applies the relevant theories of advertising,history and communications to do the synthetic analysis of female commodities advertisements in "THE SHUN PAO" from the two dimensions of quantitative analysis and qualitative analysis in this paper.In quantitative aspect,the author adopts the method of random sampling to choose the female commodities advertisements in June each year during ten years from 1920 to 1929 as the samples and do the statistical analysis on them so as to take them the main basis of quantitative data.In qualitative aspect,the author chooses the typical female commodities advertisements with appropriate amount to analyze their contents.The aim is to do the comprehensive investigation on them as far as possible.The main content of the paper has the following seven parts.The author summarizes the research background and research significance of the paper,shows its research present status from three aspects of macro,middle and micro and expounds the overall thought and specific research methods about the research in introduction part.The author comprehensively shows the social landscape of Chinese republic Shanghai from politics,economy,culture and other aspects in the first chapter.The author particularly focuses on female liberation and female status promotion.In addition,the author gives a brief introduction on historical evolution,running-newspaper feature,value of historical materials and other aspects about "THE SHUN PAO".The author does the detailed text analysis on female commodities advertisements with the method of sampling data statistics,including special analysis and overall analysis in the second chapter.The author explores the appeal features of female advertisements at that time from the three angles of rational appeal,emotional appeal,and spokesman appeal in the third chapter.The author summarizes the almost mature forms of modern advertisements,such as serial advertisements,story advertisements,fear advertisements,suspense advertisements,and others in the fourth chapter.The author analyzes the manifestation to reflect the important position of "THE SHUN PAO" advertisements in the history of advertisements for one thing,and provide the reference for modrn advertisements for another thing.The author gives various evaluations on female commodities advertisements in "THE SHUN PAO" in the fifth chapter.Female commodities advertisements in "THE SHUN PAO" have the influence on politics,economy,culture and daily life and other various aspects in the society at that time,at the same time the female image reflected in them also have the positive effect and negative effect of the two aspects.At the same time,"THE SHUN PAO" also has a certain enlightening significance on its own development of advertising industry.The author concludes the full text of this paper to clearly and specifically summarize the main arguments and its significances of this paper in conclusion part.