3) Hsiu-hui Sun & I-fen Chen, National Chengchi University
Constructing the Concepts of“Happiness”: A Comparative Analysis of the Seasoning Product “Ajinomoto” in Taiwan Jih Jih Shin Pao and Sheng Jin Shih Pao
For both Chinese and Taiwanese societies in the early twentieth century, the advertisement was introduced and imported by the invading foreign powers. Taking Taiwan and Northeast China (Manchuria) during the Japanese occupation period as examples, their mass media and advertising businesses were controlled by the colonialists from the early stage. The colonial regime, the business associations that were organized by obedient businessmen and the government-funded newspapers such as the Taiwan Jih Jih Shin Pao (台湾日日新報Taiwan Daily News) and Sheng Jin Shih Pao (盛京時報Sheng-Jin Daily)played important roles in influencing the development of print advertisements in both places. Advertising is a vital tool for promoting concepts or selling products; its visual representations and chosen signs are closely related to the social, political, economic and cultural structures. Therefore, appropriating analytical frameworks of semiotics, the present research will conduct a comparative study of how the advertisements of seasoning products “Ajinomoto”(味の素) in both Taiwan and Manchuria under Japanese control construct the concepts of “happiness.” We will observe the gradually emerged concepts of “happiness” that were relevant to the value system and ideology of the colonizers embedded in print advertisements.