From The Advertisements In Shenbao, We Can See The Communication Strategies Of Local Commercial Brands In The Late Qing Dynasty And The Early Republic Of China

The end of the Qing Dynasty and the beginning of the Republic of China was the first peak period for China's advertising industry,and local brands emerged endlessly.The prosperity of advertising during this period was due to multiple reasons such as politics,economy,culture,and society.In the late Qing Dynasty,China's internal and external problems began to emerge,and the market began to take shape.At the beginning of the Republic of China,China's economic development speed far exceeded that of the United Kingdom,the United States,and Germany.Shanghai became the cradle and banner of China's brand development and advertising market.The communication strategy of Chinese local commercial brands is a prerequisite for market prosperity,and it has also pushed the level of Chinese advertising to an unprecedented level.Many modern brands have remained active until now.Based on the "Shen" of 1872-1928 and rich image resources,this article analyzes the local brand's communication strategy by studying the advertisements published by local brands at the time,and understands the creative performance,market smell and value orientation of modern local brands in the hope that Seek some lessons for the dissemination of domestic products today.