| On May 1,1946,the Shanghai News Agency of Xinmin Daily was established,and the evening issue was issued,namely,the Xin Min Evening News.In 1953,he embarked on the road of public-private partnership.On April 1,1958,he changed his name to Xinmin Evening News and has been released since.Xinmin Evening News featured the character of Evening newspaper,which was the only evening newspaper in the early days of the founding of the People's Republic of China and was well received by the public.As a well-known Citizen Newspaper,its advertising content is rich and easy to understand,and it truly reflects and records the changes of Shanghai citizen culture.From May 1946 to March 1958,in the Xin Min Evening News,two newspapers were randomly selected from each month.A total of 286 newspapers were obtained and 15605 advertisement samples were obtained.The empirical investigation and content analysis show that the Xin Min Evening News has a large number of advertisements and a wide variety of advertisements.The products or services promoted are closely related to the life of the citizen.The language conforms to the public expression habits,and the overall style is in line with the open and inclusive Shanghai style culture.The advertisement of Xin Min Evening News is the recorder,reflector and participant of Shanghai folk culture in the 1940 s and 1950 s.The advertisement of Xin Min Evening News reproduces the combination of Chinese and Western cultures.The imported goods are no longer a distant aristocratic consumer goods.The improved cheongsam,Chinese Western food and Western medicine gradually enter the daily life of ordinary people.After adjustment and improvement,The western elements are truly integrated into the Shanghai culture.The advertisement of Xin Min Evening News reflects the malformed Shanghai culture in the 1940 s and 1950 s.In the era of soaring prices and severe inflation,Shanghai's urban economy was seriously declining,entertainment activities were abnormal,and the booming advertising industry was concealed.A chaotic social outlook.The advertisement of Xin Min Evening News participated in the construction of a new citizen culture.The advertisement actively advocated the concepts of economy,patriotism and unity,and committed to transforming the extravagant and corrupt winds left by the old Shanghai and creating a new citizen culture that meets the needs of the construction and development of the socialist countries.Advertising is not only an economic activity,but also introduces the quality,function and price of goods or services,and also leads the trend,affecting the consumption views and values of the citizens,and constructing cultural tastes.The advertisement of Xin Min Evening News insists on serving the public.Commodity advertisements,entertainment advertisements and social public advertisements try to satisfy the public demand for material and spiritual content.The Xin Min Evening News advertisement is based on Shanghai local characteristics,and the advertisements not only take the initiative to cater to Shanghai.The citizen' consumption habits and aesthetic tastes also actively adjust their expressions to adapt to the changing social trend of Shanghai.The above experience is worth learning from the contemporary media and advertisers. |
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