Interactive Communication Seen from the Printed Advertisement of Modern China : Research on the Communication Culture of Chinese Advertisement (2)

概要

論文の詳細を見る
This paper analyzes the attributes of the printed advertisement during the period between the Opium War and the Chinese economic reform and attempts to extract the essence of "interactive communication by advertisement." The main findings are as follows: The printed advertisement (1) contains a basic function such as diffusion of knowledge and information on living, materials and services, (2) makes people awake toward the culture of living through the messages and design contained, (3) provides the people with an opportunity to contemplate and pursue the new values to the culture of living, (4) is anchored on ordinary people, who accept and share the posed social issues on the inheritance and promotion of the traditional culture, as well as on the new development of the culture of living, and (5) gives rise to the shared lifestyles and values among the concerned people and stabilizes and innovates the basis of the culture of living in the concerned region and society.