Journal of Chaohu University ›› 2022, Vol. 24 ›› Issue (5): 94-100+126.doi: 10.12152/j.issn.1672-2868.2022.05.011

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On Domestic Product Advertising from Shun Pao under the Discourse of Commemorating National Humiliation

FANG Yue:School of History and Culture, Hunan Normal University   

  1. School of History and Culture, Hunan Normal University, Changsha Hunan 410000
  • Received:2021-12-21 Online:2022-09-25 Published:2022-12-17

Abstract: The commemoration of national humiliation is a unique ceremony in modern China. Under the special background of China's poverty and weakness and repeated suffering from violations of its sovereignty, the commemoration reflects the people's anger and their desire for self-improvement. During the period of the Republic of China, national capitalist enterprises used the special ceremony of commemorating national humiliation to cater to the psychology of Chinese people, widely published domestic advertisements in newspapers and periodicals, publicized their products and brands, and formed a cultural phenomenon with both political and commercial nature. These advertisements, while bring profits to the enterprises, also had the function of achieving consensus and enhancing national identity, which could promote the recovery of economic rights and the development of political movements. At the same time, domestic products also improved quality and reduced prices, which benefited the consumers in the process.

Key words: national humiliation commemoration, domestic product advertisement, domestic product movement, nationalism

CLC Number: 

  • K25