抗战时期的爱国广告宣传与商品营销  

Patriotic Advertising and Product Marketing during the War of Resistance Against Japan

作　　者：陈浩洋 张俊峰[1] CHEN Hao-yang;ZHANG Jun-feng

机构地区：[1]山西大学,山西太原030006

出　　处：《青海民族研究》2025年第1期7-19,共13页Qinghai Journal of Ethnology

基　　金：国家社会科学基金抗战专项工程“山西抗日战争文献搜集整理与研究”(批准号:19KZD002)阶段性成果。

摘　　要：抗战时期,在广告中加入爱国、抗战元素,是众多商家推销商品的重要方法。相关广告在事件、人物、时间选择上大致呈现出紧随时事的特点,尤其是在时间方面,以抗战爱国为名的广告密集出现的时间与抗战时局的发展直接相关。在商家广告创意和社会思潮的影响下,几乎各种商品均可以抗战爱国之名进行营销,爱国成为部分商家的营销手段而非目的。其实质、数量的变动情况亦是国民党政府不充分、不彻底的抗战动员在经济领域的反映。在抵制日货的社会潮流下,广告兼具推销商品与维权的作用,虽皆利用报纸广告这一载体,却呈现出不同的面向,具体实践中的爱国广告营销也呈现出多层次的内涵。During the War of Resistance Against Japan,incorporating patriotic and anti-Japanese elements into advertisements was a key strategy for numerous merchants to promote their goods.These advertisements were characterized by their timely alignment with current wartime affairs,evident in their strategic selection of events,figures,and timing.Notably,the frequent occurrence of advertisements invoking a"patriotic and anti-Japanese theme"demonstrated a direct correlation with specific phases of wartime exigencies.Under the influence of advertising creativity and social thought,almost every type of commodity could be marketed in the name of patriotic and anti-Japanese sentiment.Patriotism had become a marketing tool for some businesses rather than its original purpose.The changes in both the quality and quantity of such advertisements also reflected the Kuomintang government′s inadequate and incomplete mobilization in the economic sector.Amid the social trend of boycotting Japanese goods,advertising served a dual function:promoting products and safeguarding national interests.Although all patriotic advertisements used newspapers as their platform,their marketing strategies presented multifaceted implications in practice.

关 键 词：抗战 爱国 广告 商品 营销 

分 类 号：C95[社会学—民族学]