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Rhetoric of Enlightenment Appearing in Newspaper Advertising in the Transitional Modern Period

Ushijima Yoshimi 1,  Moon Han byoul 1

1선문대학교

Accredited

ABSTRACT

The newspapers in the transitional modern period claim the enlightenment they have as the front, and so does the enlightenment in the newspaper advertisements. This study sought to understand the meaning of such rhetoric of enlightenment and the reason it occurred. The newspapers in the transitional modern period frequently referred to the western culture when discussing enlightenment. That is due to the thought that it was 'westernization'='justice.' On this background, there was first, an international situation that would have to be equal with the Western powers in haste to modernization, second, the domestic situation surrounding the ordinance prohibiting topknots and the ordinance changing different clothes. On the other hand, the Imperial Japanese had anticipated the consumption of Western goods due to the ripple effect caused by the ordinance prohibiting topknots. Imperial Japanese companies repeatedly showed advertisements in the image of "an oriental man wearing a suit and a hat" as a symbol of "civilization" that had already been typified in the home country of Japan in the Meiji Restoration period. And it was settled in Joseon as a model of 'civilization' and 'flowering.' The newspapers in the transitional modern period telegraph the enlightenment idea of 'westernization'='justice' (that should be so). And sometimes they discuss enlightenment in the material aspect of 'Western culture'='justice' (what should be accepted). In this process, the advertisement uses the enlightenment of the newspaper to generate a modulated formula called 'Western things'='what to buy.' And the formula was used as a camouflage to sell goods by Imperial Japan companies. There was no desperation for the enlightenment of the Joseon people, but there was merely a for prof it purpose that matched the propensity of the readers.

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