20世纪二三十年代上海消费社会的形成对女性社会身份的影响——以《申报》广告为例  

Impact of Consumption Society on Female Social Identity during 1920-30s in Shanghai:Taking Shun Pao Daily as Example

作　　者：付涵 Fu Han

出　　处：《广告大观（理论版）》2016年第5期88-95,共8页Journal of Advertising Study

摘　　要：20世纪二三十年代的上海,十里洋场,西方的消费主义文化随着殖民统治来到上海,并通过女性广告成功塑造了当时的社会主流价值观——消费主义价值观,女性广告的内容及形式根据消费社会的需要而设定,女性广告与消费社会形成相互建构的互动关系。而在城市消费文化建成的过程中,女性沦为全社会凝视的对象,名妓曾成为当时"新女性"形象的代表。这时期的女性普遍处于一种矛盾的情境之中:一方面其积极排斥传统意义下对男性的依赖,而另一方面,其又通过更加广泛的依赖(包括男性、女性与媒体)完成身份的建构。From 1920 to 1930, Shanghai was known for its prosperity. With the arrivalof colonial domination, the culture of western consumerism shaped the social mainstream value through the female advertisements — the value of consumerism culture. The content and forms of these advertisements depended on the need of theconsumer society.Thus there exists a constructive relationship between the female advertisement and consumer society. During the construction period of consumer culture, famous hookers wereregarded as ＂New Woman＂. But at the same time, women were also caught in a contradictory situation： on the one hand, they triedso hard to get rid of the male＇s control; on the other hand, the women had to complete the identity construction by broadening the range of control.

关 键 词：女性广告 消费社会 身份建构《申报》 

分 类 号：D669.68[政治法律—政治学] F713.8[政治法律—中外政治制度]