Research On The Book Advertisement Of La Jeunesse

La Jeunesse is an influential revolutionary magazine in China,formerly known as La Jeunesse,and later renamed La Jeunesse.Founded by Chen duxiu in Shanghai,qunyi publishing house.La Jeunesse magazine,published from 1915 to the end of 1926,is known as "the clarion call of The Times","the torch of enlightenment" and "the quintessence of new culture" for its remarkable historical contribution to the political,ideological and cultural transformation of China during the may fourth movement.Book advertising is a marketing communication activity in which book publishers(or sellers)widely disseminate books,services and relevant information to the public through various media in order to promote sales.Book advertising not only plays a commercial role in promoting sales,but also is an important carrier to reflect and spread the zeitgeist.On the basis of systematically combing and sorting out the book advertisement of La Jeunesse,this paper attempts to summarize the characteristics of the book advertisement itself,and to investigate the value orientation,business strategy,position and modern enlightenment of the book advertisement of La Jeunesse in the history of modern book advertisement in different historical periods.This paper analyzes the background of the book advertisement of La Jeunesse,the running process of La Jeunesse and the general appearance of the book advertisement of La Jeunesse in the early Republic of China.In terms of advertising background,the paper summarizes the changes in the political environment on the macro level,and analyzes the process of running the magazine from the perspective of La Jeunesse on the micro level.The management of the book advertisement of La Jeunesse is changing at the same time with the operation of the whole magazine,so the study of the book advertisement of La Jeunesse must study the process of running the magazine.The book advertisement of La Jeunesse has its own features.The choice of advertisement is highly consistent with the aim of La Jeunesse.Secondly,it analyzes the content of book advertisement of La Jeunesse.This paper analyzes the content of book advertisement of La Jeunesse in detail from three aspects: reflecting publishing information,emphasizing book value and preheating the market."Reflect the publication information" includes the reason for publication,edition information,book price,editor information,publisher information,etc."Emphasizing the value of books" includes highlighting the function of books,highlighting the position of books,highlighting the characteristics of books,highlighting the goodness of book content,and highlighting the excellence of book compilation."Warm-up to the market" includes press releases and promotional sequels.Then summed up the La Jeunesse book advertising value.The book advertisement of La Jeunesse has obvious advertising intention,economic value is its fundamental,political value is its indispensable vane,cultural value is its closely related subsidiary characteristic,brand value makes it form the double applause of public opinion and market.Then from "pay attention to advertising","pay attention to interactive books and periodicals","timely continuous advertising","always around the purpose of running a magazine" to explain the La Jeunesse book advertising strategy.Finally,it analyzes the position of book advertisement in La Jeunesse and its modern inspiration,and summarizes the position of book advertisement in the history of modern newspaper and book advertisement in La Jeunesse,so as to provide reference and inspiration for modern book advertisement.