论抗日战争时期我国广告传播的区域特色

The Regional Features of Advertisements in the Period of Anti - Japanese War

抗日战争时期是中国广告业的重要转折时期,这一时期出现了国统区、沦陷区和抗日根据地三大广告市场的区域分化,并呈现出与以往不同的区域传播特色,政治广告传播势头强劲,国货广告与日货广告竞争激烈,广告传播渠道多元化,呈现出鲜明的时代特征。抗战时期的广告业在中国近现代广告史上占有重要地位。

The period of the Anti - Japanese War was an important turning point in the history of the advertisement industry in our country. At that time there were three major advertisement markets： the Kuomintang - governed prefectures, the enemy - accupied territories and the Red base areas. Consequently there were distinctive features comparing with the former territorial propagation. The main features are： the momentum of political propagation was vigorous, the competition of advertisement between native products and Japanese products was intense, the propagative channels of advertisement were diverse. All of the features reflected the characteristics of the time. All in all, the advertisement industry in the period of the Anti - Japanese War played an important role in the history of the advertisement industry in modern China.