昭和前期『臺灣日日新報』紙面のマルチジャンル的考察–広告と記事のデザインを中心に

A Multi-genre Consideration to Newspaper Space of 'Taiwan Nichinichi Shinpo' on the First Half of Showa: Focusing on the Design of Advertisements and Articles

This paper has taken up for the newspaper advertisement published Japanese newspaper ”Taiwan nichenichi shinpo” of the Japanese government age of Taiwan. The advertisements on April 10 of two years in the first half of Showa (1927 or 1932) are chosen as a sample in this time. Simultaneously, this paper has performed arrangement of data and comparison consideration especially paying attention to the annual change from the advertisement of a Meiji term. The result of the consideration is as follows.(1) About the kind of advertising, most advertisements of sale and a product reflecting development of an economic activity and the advertisements about service, traffic, and personnel affairs are also always seen. The advertisements of various consumers' goods are also increasing.(2) In respect of the advertising method, ”the design of a character or a design and clear statement of the advertising copy” has come to be ordinarily looked at by the advertisement. Especially, the advertisement against which it appeals to an image as an indirect copy with a big concreteness design has come to be seen. Moreover, multi-genre-ization of visual information and a linguistic expression has become clear.(3) The design of a newspaper space has changed simultaneously with one of advertisement, and the visual design is thought as important. Moreover, the title of newspaper is also changing the title to which emphasizes judgment and evaluation of it. Change of a newspaper space is parallel with an advertising change.(4) On media of Japan, the motion with which a article and an advertisement strengthen appeal to readers has become strong by the multi-genre expression technique from the Taisho term in the first half of Showa.