Research On Daily Necessities Advertisements Of Life Weekly

Life Weekly was founded in October 1925 and closed in December 1933,with a total of 412 issues in 8 volumes.During the establishment and release of Life Weekly,Shanghai is in the golden stage of industrial and commercial development,and its economy has made outstanding achievements.At the same time,cultural undertakings are also showing a prosperous scene.Among them,Mass communication plays an important role in the development of Shanghai’s urban modernization.As a window in the field of social communication,the media,through the intermediary of newspapers,Shanghai citizens can not only learn the latest current affairs,politics and cultural knowledge from published articles,but also learn the latest commodity and consumption information from newspaper advertisements.During this period,with its high-quality periodical content and rigorous advertising principles,Life Weekly was accepted and recognized by the public.Its sales volume increased steadily,reaching150000 copies at the highest.It became one of the famous mainstream newspapers in modern Shanghai and was recognized by the majority of readers.Therefore,it formed a relatively stable audience,which laid a certain market foundation for the consumption of daily necessities advertising.In order to attract more readers’ attention and better meet the needs of the audience,so as to realize the transformation from readers to consumers,the daily necessities advertisement of Life Weekly has made continuous innovation in form and creative expression.In terms of advertising form: the type,quantity and layout of goods are strictly controlled.The graphic design is becoming more and more exquisite from the main picture,the auxiliary copy,the main text and the auxiliary picture.In the creative expression of advertising: focus on the demands of daily needs,taking advantage of the hot spots of the times and publicizing the behavior of saving the country;The combination of rational appeal,perceptual appeal and the blending of emotion and reason;In terms of the means of expression of advertising,through the art of language rhetoric,continuous publication in multiple issues and diversified means of promotion,we have achieved the effect of taking advantage of marketing.Behind the daily necessities advertisement of Life Weekly contains very rich historical value.From the window of advertisement,we can "insight" the social style at that time and "restore" the historical development footprint.To a certain extent,the daily necessities advertisement of Life Weekly reflected the development and changes of industry and Commerce in Shanghai at that time.At the same time,the consumption preferences and purchase characteristics of Shanghai residents also showed the real life of urban residents.With the continuous renewal and modernization of daily necessities,the lifestyle and concept of residents have also changed with the times.However,in the process of Shanghai’s urban modernization transformation,it also leads to some social problems,such as the contradiction between the integration of China and the west,the conflict between rational consumption and spiritual satisfaction,and the contrast between the construction of an ideal city and real life.