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

从1903年到1907年的每年1月(包括日俄战争时期)，对四种流行报纸(大阪出版的两份报纸《大阪朝日新闻》和《大阪每日新闻》和东京出版的《时事新闻》和《约罗祖新闻》)的广告进行了量化分析。取得的结果如下。每份报纸的月平均广告数量，时事报3751篇，大阪每日报3203篇，大阪每日报2956篇，约罗津报2010篇，显示出不同报纸对广告依赖程度的差异。大阪两家报纸的广告数量在战后增长了1.4倍，这支持了人们对战时广告发展的共同看法。数量比例最高的广告类别是每份报纸上的商品商业广告，虽然在60%以上，在约罗族最高，在济济最低，只有30%。在大阪的两家报纸中，比例第二和第三高的类别分别是新年广告和机构广告。在广告大小方面，大阪两家报纸50行以上大尺寸广告的比例为6-10%。图形设计在大阪的两家报纸中得到了更多的使用和发展，特别是在胜利广告上。大阪两家报纸50%的广告客户居住在大阪，东京两家报纸60%以上的广告客户居住在东京，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阪和东京两地通俗报纸上广告的数量差异。

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.