论抗战时期《新华日报》广告的政治社会功能

Advertisements on Xinhua Daily:Its Political and Social Functions in the Anti-Japanese War

抗战时期的《新华日报》是我党在国统区的代言人,肩负着重大的政治使命。《新华日报》所刊载的大量广告不仅具有为报社创造经济收入,提供经济保障的作用,更具有显著的政治社会功能。对《新华日报》的广告内容、广告版面设置情况以及该报在20世纪三四十年代中国"国货运动"中所进行的广告活动加以考察,结合该报所处的历史背景和历史事件,归纳了《新华日报》广告所发挥的对敌斗争、抗战宣传、民族精神激励以及社会整合的重要功能,并指出它们在中国广告发展史上所具有的独特价值。

During the Anti-Japanese War,Xinhua Daily is CPC＇s authoritative newspaper in the Kuomintang-controlled areas and it took important political missions.A large number of advertisements published by it not only played the role of providing economic security for the newspaper,but also had significant political and social functions.This paper examines the Daily＇s ad content,layout settings and advertising activities in the modern movement of buying home-made commodities in the 1930 and 1940＇s in accordance with its historical background and the major historical events.It is concluded that the advertisements on Xinhua Daily played the important functions of struggling against the enemy,war publicity,inspiring the national spirit and social integration.Therefore,they had unique value in China＇s ad development history.