近代朝鮮の初期広告産業における『毎日申報』の役割―1910年～1919年の『毎日申報』に載せられた広告の分析―

Abstract

In the history of Korean advertisement studies, the period between from 1910 to 1919 is called "the dark ages" because almost all of the modern newspapers published in Chosun Dynasty ceased publication in the period. Especially, in the same period,『The Daehan Maeil Sinbo』which was known as a national paper was also discontinued while『Maeil Sinbo』which survived only revealed its pro-Japanese inclination and ran publicity about the colonialism. In this thesis, however, a revaluation of the period has been made based upon the idea that advertisements appeared in the『Mail Sinbo』might have played an important role in forming the modern advertisement market despite its pro-Japanese articles and columns. As a result, Contrary to the widely accepted idea of the ‘dark ages',『Maeil Sinbo』lay the foundations for the development of newspaper advertisements, and created a mass impact on how newspaper advertisements were published in the 1920s.