实业救国 实用利民——《申报》视野中的陈嘉庚公司广告(1920—1934)

Saving the Nation with Industry and Commerce,Benefiting People's Livelihood with Utility: Views of theAdvertisements of Tan Kah Kee Company on Shun Pao(1920—1934)

作为海外华侨企业家的杰出代表,陈嘉庚曾借助广告推销使其产品打开中国市场。通过对陈嘉庚公司1920年至1934年在《申报》刊登的广告进行内容分析和文本分析,发现实业救国和实用利民是贯穿始终的两条基本主线。其中,爱国情怀的商标设计、挽回利权的新品开发、支持国货的让利促销、情理并用的诉求主张等广告内容体现了实业救国主张,而亲民的产品名称、益民的产品功能、惠民的产品改良、便民的卫生知识等广告内容体现了实用利民主张。

As an outstanding representative of the oversea Chinese entrepreneurs,Tan Kah Kee had made his product to open the Chinese market by means of advertising promotion.This article takes the advertisements of the Tan Kah Kee company on Shun Pao from 1920 to 1934 as the research object,by content analysis and text analysis,outline the two fundamental thread of its advertisements throughout different years-saving the country with industry and commerce and benefiting people's livelihood with utility.The former lies in the following advertising contents: the trademark design of patriotic feeling,the new product development for retrieving sovereign right,the sales promotion for supporting native goods,and the blending advertising proposition of the perceptual and the rational.The latter lies in the following advertising contents: the product names of Care-for-the-People,the helpful product function,the beneficial product modification,and the health knowledge of being convenient for People.