《良友》画报洋货广告与上海市民文化变迁(1926-1945)

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1、·《良友》画报洋货广告与上海市民文化变迁（1926—1945）摘要“洋货广告”这一具有地域性划分的称呼显示了近代中国与外来文化融合与割离的微妙关系，携带有浓重的西方文化色彩和意识形态。《良友》画报洋货广告是如今管窥民国时期上海市民消费文化发展变迁的极佳窗口，它们不仅共同描述了上海市民文化由“乡土”走向“国际”的历程，还通过话语宣导和虚拟场景形塑构建了近代上海消费文化体系。在此过程中，上海市民的原始物质欲首先受到刺激并迅速膨胀，衣、食、住、行方面逐渐接纳西式风格并转而崇拜西方什物；其次，愈来愈成熟的洋货广告在把握上海市民心理之后创建了

2、众多纷繁复杂的、传播西式文明的拟态镜像，其本意为灌输消费文化思想，却同时迁移了上海传统礼仪文化；最后，市民的精神意识发生转变，这包括消费主义的建构、人文观的变迁、和女权主义思想的崛起几个部分，其中最为明显的是上海女性突破“男尊女卑”的思想禁锢开始走向性别平等的斗争之路，但因洋货广告无可掩饰的商业动机，致使“新女性”终究沦为成为挂满商品标价的空架子。关键词：《良友》洋货广告市民文化变迁···I···THEYOUNGCOMPANION`SFOREIGNGOODSADVERTISINGANDTHECHANGEOFSHANGHAICITIZ

3、ENCULTURE(1926—1945)ABSTRACT"Foreigngoodsadvertisement",anappellationwithregionaldivisionimplicationwhichhasdisplayedsubtlerelationofbothintegrationandcutoffbetweenmodernChinaandalienculture,carriesstrongcolorofwesterncultureandideology.Theadvertisementforforeigngoodso

4、ftheyoungcompanionisanexcellentwindowtoobserttheShanghaicitizens`consumptioncultureintheperiodofRepublicofChina.TheynotonlydescribedthecourseofcommonciviccultureinShanghaifrom"local"to"international",butalsoconstructedtheconsumingculturesystemthroughdiscoursepromotiona

5、ndthevirtualscene.Inthisprocess,therawmaterialdesireofShanghaicitizenswasstimulatedandexpandedrapidly.TheShanghaicitizenshasacceptedandevenworshipedwesternbasicnecessitiesandstylegradually.Matureforeigngoods’advertisementhascreatedacomplexpseudomirrortospreadWesternciv

6、ilization.Althoughit`sintentionwastoinstillconsumerculturetothepublic,ithasmigratedthetraditionaletiquettecultureofShanghai.Finally,thepublicmentalconsciousnesschanged,thechangesincludetheconstructionofconsumerism,humanisticviewtransition,andtheriseofthefeministthought

7、.ThemostobviousphenomenonwasthattheShanghaifemalegrouphasbrokenthroughtheconceptof"Superiorityofmenandinferiorityofwomen"···II···andbegantostruggleforgenderequality.Butonaccountofforeigngoodsadvertisements’strongsenseofcommercialmotives,the"newwomen"hasfinallybecomeatr

8、ademarkshelveswithactivefunction.KEYWORDS:TheYoungCompanion；ForeignGoodsAdvertising；CultureofCitizen；Change···III···目