《申报》女性广告中的消费实质  

The Female ads in Shun Pao:Women's Standard and Consumption Nature

作　　者：夏睿[1] 

机构地区：[1]四川师范大学,四川成都610068

出　　处：《兴义民族师范学院学报》2015年第6期77-81,共5页Journal of Minzu Normal University of Xingyi

摘　　要：近代上海是一个消费意识盛行的商业社会,上海女性作为一个强大的新兴消费群体,自然受到商业广告的关注。《申报》女性广告(本文指使用女性形象及针对女性消费者的广告)通过一定的话语和形象为女性提供美的标准,刺激女性消费欲望,为消费提供了实现美的理想、获取社会资源、寻求社会认同等功能和意义,当女性接受了广告为其建构的美的标准和价值时,无形中也沦为了被审美、被消费的物品。从二、三十年代到现代社会的女性广告之变化又体现出了女性社会地位的变化。Modern Shanghai is a commercial society of consumer awareness.Shanghai women as a powerful consumer groups,catching the attention of commercial advertising. The Female ads in Shun Pao（the advertisements which use of female image and advertising for female consumers）use words and images to provide the standard of beauty for women,and stimulate consumption desire of female,which provide consumption with the ideal of beauty, access to social resources,and seek to social identity. When women accept the standard and value of beauty which advertising for themselves, they？become？aestheticand consumer goods.

关 键 词：消费主义 申报 女性 广告 

分 类 号：G219.29[文化科学—新闻学]