廣告與國家：戰後臺海兩岸主要報紙醫藥廣告之研究（1949-1966）

Advertising and the State: the research of medicine advertisements in key newspapers on both sides of the Taiwan Straits after the post-war (1949-1966)

劉彥甫(Yan-fu Liu)

指導教授 ： 鄭政誠

國立中央大學/文學院/歷史研究所/碩士(2012年)

摘要

本研究可分為兩個研究主軸、一個連結比較的面向，其一，針對戰後臺灣廣告的背景與影響，並就戰後廣告的特色、國家對廣告的管理、廣告與國家的特殊關係進行探討；其二，針對戰後中共廣告的背景與影響，並同第一部分，就特色、管理、國家關係遂行爬梳；其三，比較兩岸廣告發展，以平面與空間進行立體式的描述，研究兩者差異。

自兩岸分治後，不同的威權體制將兩岸的廣告業，帶進迥異的分歧，至一九六六年為止，臺灣進入廣告起飛期，而中共則進入文革時代，徹底禁絕廣告。本文指出，國民黨政府並未能徹底去日本化，醫藥廣告以日本的廣告量為首，持續影響臺灣的視覺與生活，而由於政府對廣告控管的持續弱化，讓戰後的醫藥環境異常混亂，在政府無心介入廣告的前提下，日本持續以優勢的藥品品質與口碑，逐步的牽動臺灣廣告的步調，從醫藥廣告可以看出，戰後臺灣的廣告與國家關係，日本較國民黨政府與臺灣更為緊密，二戰後的前殖民主日本，始終沒有離開臺灣。其次，中共對廣告採取兩面手法，一方面持續以左傾的路線，對廣告進行攻訐，將其與貪腐、偽藥、帝國主義、奢靡浪費，進行橫向連結，另一方面，依賴近代中國的國產藥品，透過廣告與宣傳，由各級黨委下鄉，進行愛國衛生運動，對於鄉村的基礎衛生有了決定性的貢獻，直到文革時期，廣告才逕行退場轉為宣傳。其三，雖然臺灣在平面的呈現比較上，獲得了絕對的領先優勢，然而實際的操作者為日本，而中共在空間上巧妙利用，近代中國的群眾遊行經驗，進而塑造一個特有的公共性，建立公衛意識，可堪當代典範。

透過本研究，閱眾將看到在特定的時間斷限，國家領導人對廣告的利用，從而構築廣告在當代的特殊功能，這將有助我們跳脫傳統廣告研究的既定印象，重新就廣告的新面向進行思考，廣告與國家的緊密關聯。

關鍵字

愛國衛生運動 ； 去日本化 ； 帝國主義 ； 醫藥廣告 ； 國家

並列摘要

This research principally divided into two spindles, and a comparative with a comparative linkage orientation. First, we focus our analysis on the post-war Taiwan advertising of background and effect, and on post-war advertising of features, national on advertising of management, and advertising with national of special relationship for discussion. Second, we emphasize the background and effect of post-war Chinese Communist Party advertising, and analyze with first part by the features, management, national relationship coordination. Third part is a comparison between both sides of the Taiwan Strait advertising development,using plane and space for dimensional of description, and research on both differences.

After the Chinese Civil War, the different governing authorities of China and Taiwan led to divergent developments in their advertising industries. At the end of 1966, Taiwan’s advertising industry experienced a period of substantial growth, whereas, because the Chinese Communist Party (CCP) had declared the Cultural Revolution, advertising was strictly banned in China. During this study, we found that the Kuomintang (KMT) government could not fully eliminate the influence of Japan in Taiwan. Japanese medicine advertisements dominated Taiwan’s advertising industry, continuously influencing Taiwanese people’s lives. Because of the government’s weakening management of advertising and the chaotic post-war environment, Japanese drug manufacturers gradually gained control of advertising development, promoting the excellent quality of their medication through word of mouth, with minimal interference from the KMT government. Using medication advertisements, we analyzed the national relationship with advertising in post-war Taiwan. The Japanese government had a greater influence on Taiwan compared to that of the KMT, indicating that Japan, a previous colonizer of Taiwan, did not retreat from Taiwan after the end of World War II.

Conversely, the CCP adopted a dual approach regarding advertising. Left-wing politics relentlessly attacked advertising, which was then horizontally connected with corruption, counterfeit medicine, imperialism, and extravagance. On the other hand, through the advertising and promotion of the Patriotic Health Campaign, dependence on domestic drugs in modern China was promoted by the chief of the Communist Party of China at every level in rural areas, substantially influencing the fundamental health issue in these areas. Promotion did not replace advertising until the Cultural Revolution. Third, although Taiwan exhibited an advantage in printed advertisements compared to China, Japan was the actual manipulator. However, employing wise use spatial management, the Communist Party of China created a new publicness of public health consciousness by the parade experience of the Chinese people, which may be paradigm of the current age.

In this study, we explore how a national leader exploited advertising during a specific period to develop a new advertising function of modern society. Our unique results distinguish this study from conventional studies on advertising. Furthermore, we also considered the national relationship with advertising from a novel perspective.

並列關鍵字

Medicine Advertisement ； State ； Imperialism ； Uprooting Japan

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