일제강점기 진주 지방지(地方誌)의 광고 연구

초록

This study examines 『Jinju Guide』(1914), 『Jinju Brief History』(1931), and 『Jinju Overview』(1940), local gazettes published by Japanese colonizers in Jinju during the colonial period. It analyzes the advertisements in these books to explore their purpose and the social conditions they reflect. 『Jinju Guide』 and 『Jinju Overview』 served as guidebooks, while 『Jinju Brief History』 was a historical text without advertisements. Ads in 『Jinju Guide』 and 『Jinju Overview』 aimed to generate revenue and encourage Japanese migration. 『Jinju Guide』 featured mostly Japanese advertisers offering daily necessities, while 『Jinju Overview』 had more Korean advertisers and businesses related to culture and mechanization. Comparing the two, the number of advertisers increased, daily necessities remained, and inns and agricultural machinery shops grew. Bicycle numbers increased, but bike shops did not. Lastly, logos of shop names became more common, which means store promotion is important. In turn, it is thought that Korean shops were influenced by traditional Japanese branding.

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