日清戦争前の『申報』に見る日本広告について

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タイトル別名
  • ニッシン センソウ マエ ノ シンホウ ニ ミル ニホン コウコク ニ ツイテ
  • Japanese Advertisements in the Shenbao Newspaper before the Sino-Japanese War

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抄録

In 1871, China and Japan signed the “Eighteen Terms for Fostering Cordial Relationships” which included thirty-three “China-Japan Trade Articles”. After this, the two nations entered an era of treaty trade. In Shanghai, Japanese merchants gradually established their presence, and advertisements were an integral part of their commercial activities. This article examines Japanese advertisements in 24 issues of Shenbao from 1872-1895. Combining advertising with history, it presents Japanese advertisements from the perspectives of advertisers, strategies, purposes and content. Three trends appeared in the development of Japanese advertisements in the Shenbao: Japanese opera, Japanese teashops and pubs, and Japanese cosmetics. The features of Japanese advertisements in Shenbao, the diversity of advertisers, the increasingly strong advertising consciousness, the variety of purposes and forms, and the periodic characteristic of content, all coincided with the development of Japan after the Meiji Reformation as Japan gradually matured into a developed country with trade, media, culture and education.

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