PRESS ADVERTISING IN THE SOUTHERN (1865 - 1932): CONTEXT AND OVERVIEW

Abstract

The quoc ngu press in the Southern was born and developed along with the colonization process of French capitalism, quickly becoming a means of communication, spreading culture and ideology... Advertisement is a type of communication that appears simultaneously with the press; using the press as a means to promote products and services to the public. Big newspapers in the Southern at that time such as Gia Dinh Bao, Nong Co Min Dam, Luc Tinh Tan Van, Cong Luan Bao, Phu Nu Tan Van... always had advertisements. The study examines the cultural and historical context of advertising in the Southern press between 1865 and 1932, using systematic research methodologies and document analysis. The research findings offer significant insights into the historical development of press advertising during its initial phases, as well as the emergence of press advertising in prominent newspapers in the southern region. This serves as a primary and essential resource for other researchers to explore and reference in the context of transdisciplinary fields.