传统文化传播与现代生活诉求的和声——民国时期月份牌广告的都市文化建构  

The harmony of the Communication of the Traditional Culture and the Demands of Modern Life——The Construction of City Culture by the Calendar Pictures in the Republic of China Era

作　　者：宋玉书[1] 刘学军 

机构地区：[1]辽宁大学新闻与传播学院,辽宁沈阳110036 [2]丹东市行政学院,辽宁丹东118000

出　　处：《辽宁大学学报（哲学社会科学版）》2016年第4期119-124,共6页Journal of Liaoning University(Philosophy and Social Sciences Edition)

基　　金：辽宁省社会科学规划基金项目"传统文化在广告中的传播与应用"(L14BXW002)

摘　　要：民国时期的月份牌广告以独特的传播优势引导都市消费文化潮流,以传统文化传播与现代生活诉求参与都市文化建构,彰显营销传播和文化建设的双重价值。透过这一具有标志意义的文化符号,既可回望民国时期传统文化与现代文化并存共生的都市文化生态,亦可洞察商业广告如何以其文化传播及文化影响而成就自身的文化价值。The calendar pictures had guided the urban consumer culture trend by their unique advantages of communication in the Republic of China Era, and participated in the construction of city culture,which had the dual value of marketing communication and culture construction. In the research of the meaningful cultural symbol, we can review the symbiosis of urban cultural ecology during the period of the Republic of China, and understand how advertising business achieves its own cultural value by cultural communication and cultural influence.

关 键 词：月份牌广告 都市文化 传统文化 现代生活诉求 

分 类 号：G206[文化科学—传播学]