碩士 / 國立中央大學 / 歷史研究所 / 100 / This research principally divided into two spindles, and a comparative with a comparative linkage orientation. First, we focus our analysis on the post-war Taiwan advertising of background and effect, and on post-war advertising of features, national on advertising of management, and advertising with national of special relationship for discussion. Second, we emphasize the background and effect of post-war Chinese Communist Party advertising, and analyze with first part by the features, management, national relationship coordination. Third part is a comparison between both sides of the Taiwan Strait advertising development,using plane and space for dimensional of description, and research on both differences.
After the Chinese Civil War, the different governing authorities of China and Taiwan led to divergent developments in their advertising industries. At the end of 1966, Taiwan’s advertising industry experienced a period of substantial growth, whereas, because the Chinese Communist Party (CCP) had declared the Cultural Revolution, advertising was strictly banned in China. During this study, we found that the Kuomintang (KMT) government could not fully eliminate the influence of Japan in Taiwan. Japanese medicine advertisements dominated Taiwan’s advertising industry, continuously influencing Taiwanese people’s lives. Because of the government’s weakening management of advertising and the chaotic post-war environment, Japanese drug manufacturers gradually gained control of advertising development, promoting the excellent quality of their medication through word of mouth, with minimal interference from the KMT government. Using medication advertisements, we analyzed the national relationship with advertising in post-war Taiwan. The Japanese government had a greater influence on Taiwan compared to that of the KMT, indicating that Japan, a previous colonizer of Taiwan, did not retreat from Taiwan after the end of World War II.
Conversely, the CCP adopted a dual approach regarding advertising. Left-wing politics relentlessly attacked advertising, which was then horizontally connected with corruption, counterfeit medicine, imperialism, and extravagance. On the other hand, through the advertising and promotion of the Patriotic Health Campaign, dependence on domestic drugs in modern China was promoted by the chief of the Communist Party of China at every level in rural areas, substantially influencing the fundamental health issue in these areas. Promotion did not replace advertising until the Cultural Revolution. Third, although Taiwan exhibited an advantage in printed advertisements compared to China, Japan was the actual manipulator. However, employing wise use spatial management, the Communist Party of China created a new publicness of public health consciousness by the parade experience of the Chinese people, which may be paradigm of the current age.
In this study, we explore how a national leader exploited advertising during a specific period to develop a new advertising function of modern society. Our unique results distinguish this study from conventional studies on advertising. Furthermore, we also considered the national relationship with advertising from a novel perspective.
| Identifer | oai:union.ndltd.org:TW/100NCU05493008 |
| Date | January 2012 |
| Creators | Yan-fu Liu, 劉彥甫 |
| Contributors | Cheng-Chen Cheng, 鄭政誠 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 146 |
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