大正期『台灣日日新報』広告に関する考察–デザインの年次変化の視点から–

考察大正時代《台灣日日新報》上刊登廣告──透過探索風格的年度變化（Consideration about the Taisyo Period 'Taiwan Nichinichi Shinpo' Advertisement: From the Angle of the Annual Change with Design）

本論文取材自日本統治時代的報紙《台灣日日新報》上面刊登的廣告，調査取樣為大正期（1917、1922年）之間的2年當中的4月10日的所有廣告。並同時特別留意各年度的變化、傳達出的訊息。考察結果如下：（1）廣告種類以販賣・製品的廣告最多、服務、交通、人事經常刊登、教育・ 圖書逐漸増加。（2）廣告方法可以看出：從「毫無設計・漢字・片假名」的廣告，而逐漸增加為「有設計・漢字・平假名」的廣告趨勢。同時、可以看出「設計文字、圖案」的廣告趨勢（3）著眼廣告種類，可以看出大正期，沒看到總督府強力介入管控廣告的內容。（4）在大正期象徵生活近代化的「化粧品」「石鹸」「粉牛奶」等在臺灣國內發賣普及，可以看做為台灣生活品質近代化的狀況。 This paper is taken up targeted for the newspaper advertisement which appeared on ”Taiwan Nichinichi Shinpo”. This paper has chosen advertisement on April 10th for 2 years of Taisyo period (1917 and 1922) as a sample. This paper has paid attention to an annual change from advertisement in the Meiji to the Taisho period and did arrangement of material and comparative consideration at the same time. The result of the consideration is as follows. (1) From the view point of kind of advertisement, there are most advertisement of sale and product like the Meiji period. Advertisement about service, personnel issues and transports is always also seen. And advertisement of education and books are also increased gradually. (2) Advertisement of ”kanji with the design and hiragana” is the mainstream gradually from the last tern of Meiji and to Taisyo period. At the same time, a way of ”the design of the character and the design and specification of an advertisement copy” can ordinarily also be seen in this age. (3) There are no signs by which a governor-general's office intervened in the contents of advertisement strongly in the Taisyo period. (4) The modern daily necessities like ”cosmetics” ”soap” ”powdered milk” etc. which symbolizes the life the Taisyo period modernized is sold in Taiwan, and we can understand the situation that the living level of Taiwan modernized gradually.