The Chinese Recorder and Missionary Journal
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Journal of Literature and Art Studies, May 2021, Vol. 11, No. 5, 360-367 doi: 10.17265/2159-5836/2021.05.013 D DAVID PUBLISHING A Study on Advertisements in The Chinese Recorder and Missionary Journal WANG Hai, WU Zong-yang Guangdong University of Foreign Studies, Guangzhou, China The Chinese Recorder and Missionary Journal is one of the most valued English literature in China’s history of Christianity and the key publications of missionaries from the second half of the 19th Century to the first half of the 20th Century. The advertisements in it have not been properly stressed by the academic world, most of which are even deleted in the bound volumes. This paper aims to give a preliminary study on the advertisements in Chinese Recorder and Missionary Journal, comparing and analyzing advertisers, slogans and text structures and appeal methods of advertisements of shipping, banking, schools and book introduction in Chinese Recorder and Missionary Journal, thus demonstrating its significance in China’s modern advertising industry and Sino-western commercial trade and cultural exchange. Keywords: Chinese Recorder and Missionary Journal, protestant missionaries in China, mission press, secularization, study on Advertisements in The Chinese Recorder and Missionary Journal In March 1867, The Chinese Recorder and Missionary Journal, under the original name Missionary Recorder, was founded by American missionary Rev. L. N. Wheeler in Fuzhou, China. Its ceased publication in December in the same year. In May 1868, Rev. S. L. Baldwin resumed its publication and changed its title into The Chinese Recorder and Missionary Journal. In May 1872, Due to the department of Rev. Justus Doolittlefrom Fuzhou, who was the editor of the journal at the time, the journal again suspended its publication (Wylie. 1874, pp. 1-2). In December 1941, owing to the breakout of the Pacific War, the editorial office and the publish house in Shanghai was occupied by the Japanese army. Therefore, The Chinese Recorder and Missionary Journal ceased publication permanently (Cha, 2012, pp. II-III). As the key publication of missionaries in China during the latter half of the 19th Century and the first half of the 20th Century, The Chinese Recorder and Missionary Journal lasted 75 years, keeping a detailed record of the history of modern China’s foreign exchanges and of church (Williams, 2013, pp. 816-823). Having “the largest value… in studying the history of China’s Protestantism” (Cha, 2012, pp. II-III), the existing editions of The Chinese Recorder and Missionary Journal are one of the most valuable documents in China’s church of history. Acknowledgment: This article is an achievement of and is funded by the project “Translation of and Research on Sinology Literature in English newspapers in China (19JDZD04)” by Guangdong University of Foreign Studies. WANG Hai, postgraduate, Doctoral Supervisor, School of Interpreting and Translation Studies, Guangdong University of Foreign Studies. WU Zong-yang, postgraduate student, School of Interpreting and Translation Studies, Guangdong University of Foreign Studies. A STUDY ON ADVERTISEMENTS IN THE CHINESE RECORDER AND MISSIONARY JOURNAL 361 Studying the whole 72 volumes of The Chinese Recorder and Missionary Journal require so much time and effort that researchers often gave up this project, “at most stopping after briefly studying a small topic” (Cha, 2012, pp. II-III). As for the advertisements in The Chinese Recorder and Missionary Journal, no research has been done on this topic; many scholars did not even know about the fact that The Chinese Recorder and Missionary Journal carried advertisements. The remained advertisements in The Chinese Recorder and Missionary Journal can provide support and evidence for researching in the history of modern China, newspaper and periodicals, and advertising. This article aims to classify existing advertisements on republished editions of The Chinese Recorder and Missionary Journal, comparing and analyzing companies, slogans and text structures and appeal methods of advertisements of shipping, banking, schools and book introduction on The Chinese Recorder and Missionary Journal, thus demonstrating its significance in China’s modern advertisement industry and Sino-western commercial trade and cultural exchange. The Editor’s Note mentioned: “Due to the large amount and high repetition rate, many advertisement pages in the original edition are not been published…. And will be compiled and published later” (Ge, 2003, p. 73). The author looks forward to the publishing of the original edition of The Chinese Recorder and Missionary Journal for further analysis and improvement of this article. Ⅰ. The Background and Existing Editions of The Chinese Recorder and Missionary Journal The modern newspaper in China stemmed from all kinds of newspaper in Chinese and foreign languages missionaries founded in China. “Our modern newspaper all come from foreigners” (Ge, 2003, p. 73), with religious and secular newspaper being the mainstream of newspapers in China. Since Western missionaries, represented by Mettheo Ricci, came to China to preach in Ming Dynasty, they realized that books and newspapers were “powerful tools in missionary work”, “while in China, Mettheo Ricci discovered that Chinese people respected reading, therefore, writing was preferred in preaching rather than dictating. Since Chinese people hated public gatherings, news spreading mainly relied on written words” (Lai, 1980, p. 14). In the beginning of the 19th Century, protestants in China, represented by Robert Morrison, learning from “the rites controversy” Catholicism encountered during preaching, adopted different strategies. Instead of Catholic missionaries’ strategy, where they preached from the upper class to common people by getting acquainted with officials and scholars, hence laying much stress on writing books, protestant missionaries chose the opposite strategy and focused on newspapers and periodicals (Cha, 2012, pp. II-III). Protestant missionaries commonly believed that “anyone who understood the laziness inpagans knew that measures to spread truth and wake people will promote missionary work… Adopting such methods to spread religion and practical truth is the most appropriate way to blend in those materialistic ones with pride and prejudice, unlike the view that they was irrelevant to church work” (Lai, 1980, p. 14). By the second half of the 19th Century, newspapers in Chinese and foreign languages run by missionaries in China, foreign businessmen and governments have coexisted with China’s emerging local newspaper, while Chine’s traditional local paper Peking Gazette had disappeared after several booms of newspaper by Chinese people in the turn of 19th-20th Century. During the development from the beginning of 19th Century to the first half of 20th Century, the secularization of Christian newspaper in China has been the turning point for the thriving of newspapers in China. In August 1842, China signed the Treaty of Nanking with the United Kingdom, allowing foreign 362 A STUDY ON ADVERTISEMENTS IN THE CHINESE RECORDER AND MISSIONARY JOURNAL missionaries to evangelize, build churches and start newspaper in treaty ports. In the 1860s, the publication center of foreign newspaper had shifted from Macau, Hong Kong and Guangzhou to Shanghai, followed by the second boom of newspaper. In September 1868, Young John Allenfrom Methodist Episcopal Church, South started The News of Churches in Shanghai, whose name was changed into The Chinese Globe Magazine in issue 301 after 6 years of publication. The Chinese Globe Magazine is the key newspaper of Christian Literature Society for China, which had adopted the secularization strategy. Missionaries adopted the successful experience of The Chinese Globe Magazine, changing the content from evangelization to news, using local languages like dialects and recruiting Chinese local newspaper agents and editors. Christian newspapers in China were gradually accepted by Chinese people. The Chinese Recorder and Missionary Journal (1867-1941) and The China Review,orNotes and Queries on the Far East (1872-1901) were the key publication of missionaries in China after The Chinese Repository (1832-1851), recording in great detail the social reform in the modern China and missionaries’ activities and research in sinology. “The Chinese Repository was edited by Elijah Coleman Bridgman and Samuel Wells Williams, published monthly among 20 years. It had recorded the history of foreign exchange and church during that time. After it ceased publication, The Chinese Recorder and Missionary Journal was in charge of church affairs, while The China Review was in responsible of literature” (Williams, 2005, p. 816). Currently, there are four editions of The Chinese Recorder and Missionary Journal in circulation. Two editions are printed. The first one is the original edition collected by California University, published respectively by Rozario, marcal & Co. (1868-1872, Volume I-Volume IV) and Presbyterian Mission Press (1874-1941, Volume V-Volume LXXII). The second one is the reprinted edition published by National Taiwan University Press in 2012. The other two editions are digitalized ones, one is by Hathitrust as a subscription-based version, which, owing to copyright issues, can only be searched by key words after volume 26, while the other, also due to copyright issues, has only volume 1-45 through Internet Archive and the Berlin State Library. All 4 editions are bound volumes. No original edition published