| 《申报》女性广告:女性形象、现代性想像以及消费本质 |
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| 引用本文： | 张晨阳.《申报》女性广告:女性形象、现代性想像以及消费本质[J].妇女研究论丛,2005,1(3):58-64. |
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| 作者姓名： | 张晨阳 |
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| 作者单位： | 复旦大学,新闻学院,上海,200433 |
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| 摘 要： | 本文对1928-1937年之间《申报》女性广告进行了内容分析,并从日常市民生活与现代性体验和想象、女性形象与社会角色定位以及女性广告的消费文化特质三方面进行了讨论。文章认为,《申报》女性广告文化作为现代广告的典型代表,不仅是报业史上探索媒介经营的先驱和范本,也参与了当时上海都会文化和城市气质的构建,体现了当时现代性转型中的上海大众的日常审美意识。这不仅是二、三十年代海派文化的一个充满意趣的缩影或曰截面,还与当代审美文化视野中的广告存在着共通与契合之处。
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| 关 键 词： | <申报> 女性 广告 审美 媒介文化 |
| 文章编号： | 1004-2563(2005)03-0058-07 |
The Female Ads in the Shen Pao Daily: Women's Image, Readymade Imagination and Consumption Nature |
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| Zhang Chen-yang.The Female Ads in the Shen Pao Daily: Women''''s Image, Readymade Imagination and Consumption Nature[J].Collection of Women's Studies,2005,1(3):58-64. |
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| Authors: | Zhang Chen-yang |
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| Abstract: | This essay analyses the contents of the female ads run by Shanghai's Shen Pao daily in 1928-1937, and discusses the question from three aspects: residents' daily life and modern sexual experience or fantasy, female image and social role positioning, and the specific characteristics of the consumption culture of female ads. According to the author, the female ads culture of the Shen Pao as a typical representative of modern advertisement was not only the pioneer and model of media management but also a participant in the establishment of the Shanghai metropolitan culture and atmosphere, manifesting the day-to-day aesthetic conception of the Shanghainese in the modern sexual transition period. This not only epitomized the Shanghai subculture of the 1920s or 1930s, but it also coincided with the advertisement in contemporary aesthetic culture. |
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| Keywords: | Shen Pao daily female advertisement aesthetics media culture |
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