근대 초기 국내 발행 일본어신문의 광고 심벌라이징

Abstract

This study aims to understand the distinct features of of early modern newspaper media and examinethe pattern of advertising symbolizing based on the advertising columns of Japanese newspapers publishedin Korea during the Japanese occupation. In fact, Japanese-style advertisements were incorporated into theadvertisement columns of Korean and Korean-language newspapers from the late 19th century onward, andthe acceleration of advertisement symbolization was seen throughout the early modern newspaper media. Inparticular, Japanese newspapers published in Korea during the Japanese colonial period adoptedcontemporary Japanese newspaper advertisements, and enhanced the visual impact of the advertisementcolumns by marking them with unique Japanese symbols, shapes, and characters (Kana, Chinesecharacters, etc.). The methods of marking can be broadly categorized into three types: the text type, which simplifies thefirst letters of the company name and product name; the illustration type, which images the product in apicture; and the design type, which expresses the company name and product in a unique pattern or shape. In this study, we examine the aspects of advertising symbolization using the advertisements of'Yamasa Soy Sauce' published in the advertisement columns of the existing domestic Japanese newspapers,“Chosen Jiho,” “Keijo Nippo,” “Pusan Nippo,” and “Chosen Shinbun,” as an example. In other words, weinfer the process of trademarking by condensing the information of products and manufacturers in theadvertisement columns of the newspapers into marks and symbols and establishing them as symbol logos. By examining the advertisement columns of Japanese newspapers, which reflect the cultural characteristicsof the Japanese occupation period and provide a glimpse into the lives of immigrants and locals, this studywill fill a small gap in the history of newspaper media in the early modern period, which is difficult toexplain through existing newspaper studies.