QUANTITATIVE ANALYSIS OF ADVERTISEMENTS IN POPULAR NEWSPAPERS DURING THE RUSSO-JAPANESE WAR

从1903年到1907年（包括日俄战争时期）的每年1月，对四家流行报纸（大坂的《大坂朝日新闻》和《大坂每日新闻》两篇，东京的《时事新报》和《寄津忠报》两篇）上的广告进行了定量分析。所得结果如下。从各报纸的月平均广告数来看，时事报为3,751条，大坂每日报为3,203条，大坂每日报为2,956条，四铃报为2,010条，这表明各报纸对广告的依赖程度存在差异。战后大坂两家报纸的广告数量增加了1.4倍，这支持了关于战时广告发展的普遍看法。在各报纸上，广告数量比例最高的类别是商品的商业广告，尽管它超过60%，但在Yorozu最高，在Jiji低至30%。大坂两家报纸的第二和第三高比例类别是新年广告和机构广告。在广告尺寸方面，大坂两家报纸中超过50行的大尺寸广告的比例为6-10%。平面设计在大坂的两份报纸中得到了更多的应用和发展，特别是在胜利广告中。两份大坂报纸的广告客户中有50%居住在大坂，两份东京报纸的广告客户中有60%以上居住在东京，这一事实证明了广告客户的地方性。因此，本研究显示了日俄战争期间大坂和东京大众报纸广告的数量差异。

Quantitative analysis of advertisements was conducted over each January from 1903 to 1907 (including the term of the Russo-Japanese War) in four popular newspapers (two papers, Osaka-Asahi Shinbum and Osaka-Mainichi Shinbum published in Osaka, and other two papers, Jiji-Shinpoh and Yorozu-Chohhou published in Tokyo). The results obtained are as follows. The monthly mean of numbers of advertisements in each newspaper, 3,751 for Jiji, 3,203 for Osaka-Mainichi, 2,956 for Osaka-Mainichi, and 2,010 for Yorozu, shows differences between newspapers at the degree of dependence on advertisements. Numbers of advertisements in two Osaka newspapers increased 1.4 times after the war, which supports a common view about the development of advertisements at the war. The category of advertisements with highest ratio in number was commercial advertisements for goods in each newspaper, though it was over 60%, the highest in Yorozu and as low as 30% in Jiji. Categories of second and third highest ratio in two Osaka newspapers were new-year advertisements and institutional advertisements. In size of advertisements, the ratio in number of big size advertisements over 50 lines was 6-10% in two Osaka newspapers. Graphic design was more used and well developed in two Osaka newspapers, especially for victory advertisements. The fact that 50% of advertisers of two Osaka newspaper lived in Osaka, and over 60% of advertisers of two Tokyo newspapers lived in Tokyo proved locality of advertisers. Thus this research shows quantitative differences of advertisements in popular newspapers between Osaka and Tokyo during the Russo-Japanese War.