月份牌广告的消费文化分析  

Analysis consumer culture of printed-calendar Advertising

作　　者：韩素梅[1] 

机构地区：[1]浙江工业大学人文学院广告系

出　　处：《广告大观（理论版）》2008年第1期78-82,共5页Journal of Advertising Study

摘　　要：流行于上世纪二十至四十年代的月份牌广告以时装美女、名伶演员为主要内容,吸引了当时各阶层民众。兼具古典与时髦特征的月份牌美女们不仅显示了性别审美的新变化、新取向,也暗含了旧上海文化场域的新景观。这个伴随着新与旧、洋与中的十里洋场,在文明的熏陶下既有着对现代时尚女性独立品性的欣赏也暗含权力意识的"看"与"凝视"。另外,月份牌广告还体现了对闲与富的美好生活的想象性满足。有品味的富足生活是社会各阶层的向往,物质主义甚或消费主义的审美趋势以人的物化为媒介显示出话语权力的内隐。月份牌广告在上世纪九十年代的重热又同市场经济下都市大众文化的勃发有着密不可分的关系,在时间的长河找寻一种可以填补历时形态的东西成为构筑城市文化的主要内容。在物质主义的催生下,历史亦成为一种可供消费的商品,怀旧则成为可供收藏并以价格标示的收藏品。月份牌广告正是在承载了大众文化的性别、怀旧和消费的诸多因素中成为一个可供分析的文本。Popular in 20 to the 40s of the last century, calendar advertisement takes the fashionable beautiful woman and the traditional opera star as the primary coverage, has attracted public in various social status at that time. With classical and fashionable characteristics, calendar beautiful women demonstrated the new change and the new orientation of the sex esthetic, also showed the appreciation to the modern fashionable female independence and ＂looking＂ and ＂staring＂ to the authority consciousness. Moreover, the calendar advertise- ／ ment manifested imaginal satisfying to idle and rich happy life, the esthetic tendency to the materialism even the expense principle, takes people＇s materialism as the medium to demonstrate the language authority. There is an inseparable relationship between the popularity of calendar advertisement in the 1990s and the thriving of the metropolis mass culture in the market economy, calendar advertisement pursue something which comprise civic culture. Under materialism＇s expediting, the history also becomes the commodity which can be consumed by the public.

关 键 词：月份牌广告 性别 怀旧 都市 大众文化 

分 类 号：F713.8[经济管理—广告]