In what ways did Shenbao change their attitude, through its discourse, towards the fall of the monarchy, and, how did this relate to the public opinion of its readership in that process?
This bachelor thesis examines the use of nationalist elements in Nanyang Brothers Tobacco Company (NBTC) advertisements in the Shenbao newspaper between 1919 and 1937. Changes in the political...Show moreThis bachelor thesis examines the use of nationalist elements in Nanyang Brothers Tobacco Company (NBTC) advertisements in the Shenbao newspaper between 1919 and 1937. Changes in the political climate and the resurgent competition with other tobacco companies played a role in the decision of the NBTC to engage in the nationalist sentiment that prevailed in society. Taking into account the relative novelties of nationalism, factory manufactured tobacco, multinational companies, competitive rivalry, print media and advertisements in print media, this examination sheds light on how a 'domestic' tobacco company uses nationalism in its advertisements and what kinds of language, signs and symbols are used to get across the 'domestic' image of the company. Due to the complicated historical origin of the NBTC, one might question whether the NBTC can be regarded as a domestic company that produces 'National products'. Before the advertisements are examined, background information about various subjects is provided to get familiarized with important economic developments, the political stage and nationalism.Show less
