晚清上海的物質生活新貌－－《游戲報》（1897-1908）廣告文本研究

• Main Authors: Li, Hsiang-chen, 李瓖真
• Other Authors: Mao, Wen-fang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/98395681794169191773

碩士 === 國立中正大學 === 中國文學系暨研究所 === 99 === 　　Based on the observe through advertisements on the “you-xi-bao”(游戲報), a tabloid that was first published in Shanghai during the late Qing Dynasty, this study surveyed both common substances and people’s life styles of Shanghai city during late Qing dynasty. The study consists of six chapters: Introduction, four main chapters states the thesis of the study, and the conclusion of the study. Chapter Highlights: 　　Chapter II:“Acquainted with you-xi-bao”. This Chapter contains two sections: the publishing of, and advertisements on the “you-xi-bao”. The main purpose of the chapter is to establish a fundamental cognition of “you-xi-bao”, firstly, throughout the research of the external factors such as founder’s background and intentions of founding and publishing the paper, following the research with its formation, contents, retail price, sales network, and sales volume to closely observe the cause of its existence. Furthermore; to understand the fund of the newspaper office during its early age, and the transfer of management rights at a later stage. Finally, extend the study to the contents of various advertisements, advertisers, and newspaper readers, in the manner of gradually and progressively constructing an entire structure of “you-xi-bao”. 　　Chapter III: “Advertisements of implements and machineries”. This chapter intended to study advertisements of implements and machineries base on a point of view of material culture. These advertising products mostly have distinct scientific characters; that is so called modern implements. These implements can be regarded as its present modernity shown in a specific way. This chapter is divided into three parts: including household appliances, modern implements, and transportations, hopefully, throughout the detailed analysis of the advertisements to understand the interaction between human and implements or machineries. 　　Chapter IV: “Medical and Health care advertisements”. This chapter discusses the group of medical and health care advertisements. The chapter is divided into two sections: “medical treatments, pharmaceuticals” and “Health care”. This study attempts to understand common disease of people, and the needs on medical treatments and medicines in the late Qing society via discussion. This analysis on related advertisements, such as residential environment, disease prevention, personal hygiene, and environmental sanitary, is to study the relevant products, based on this, to observe residents’ daily lives in the late Qing society. 　　Chapter V: “Exotic entertaining advertisements”. This chapter specifically discusses three types of exotic entertaining advertisements appeared on “you-xi-bao” at the time, opium, lottery, and western entertainments. Firstly, according to the local history, this study focus on the abuse of opium usages at the time, in contrast with contents and images of advertisements related to opium products, to further study on the relationships between advertisements and advertisers. About the lottery, the study firstly retrospects different theories to discuss the origin of oriental lotteries. After that, analyze the issue of oriental lotteries to study the relationships between the Charity Relief in late Qing Dynasty and the oriental lotteries. Then observes the contents of advertisements; that provided the management of lottery shop and regulations of lotteries, in contrast, the fact, lottery was widespread during Guangxu Period(光緒年間). In the section of exotic entertaining advertisements, the study focuses on the contents and composing strategy of advertisements, to review both how the exotic entertainment to be advertised, and why the attraction of the advertisements provoked reader’s attention. Combine with news reports on the “you-xi-bao”, to observe the fact of how people participate such activities. 　　In conclusion, the main chapters of the thesis studies advertisements on “you-xi-bao” based on text analysis. Starting with basic information, approaches of the advertisements, analysis of the relationships between the advertisers and the readers, and finally to study the contents of the advertisements of “you-xi-bao”. This thesis gradually signifies the implication of advertisements on “you-xi-bao”, according to it, study both common substances and people’s life styles of a city during late Qing dynasty.