“传统”与“现代”双重变奏:《北洋画报》中的商业广告  

Traditional and Modern Combination

作　　者：冯敏[1] 胡明宇 

机构地区：[1]苏州卫生职业技术学院基础部 [2]苏州大学传媒学院

出　　处：《中国广告》2018年第2期132-134,共3页China Advertising

基　　金：<中国现代通俗文学与通俗文化互文研究>项目的阶段性成果;该项目为国家出版基金2017年主题出版项目

摘　　要：《北洋画报》以"传播时事、提倡艺术、灌输常识"为口号,兼及"报"的新闻性与"画"的形象性,为研究1926—1937年间天津及北方的社会文化氛围提供了图文并茂的珍贵史料。这些史料中,就包含了商业广告信息。画报广告不仅支撑了画报业的生存与发展,更反映了其所承载的文化价值、消费观念与生活方式。《北洋画报》的商业广告在建构天津市民日常消费物质轮廓的同时,其内容也集中体现了画报"传统"与"现代"双重变奏的图像呈现的突出特点。Beiyang Pictorial with the slogan of ＂communicating current events. advocating art and instilling common sense＂ as well as the newsability and the image of ＂painting＂ in the newspaper, provides illustrations for studying the social and cultural atmosphere of Tianjin and the north during 1926- 1937 Precious historical materials. These historical materials include commercial information. Pictorial advertising not only supports the survival and development of the pictorial industry, but also reflects its cultural value, consumer attitudes and way of life. The commercial advertisements of Beiyang Pictorial also construct the image of daily consumption substance of Tianjin citizens, and its contents also embodies the salient features of the pictorial presentations of ＂traditional＂ and ＂modern＂ pictorials.

关 键 词：《北洋画报》 商业广告 传统与现代 

分 类 号：F713.8[经济管理—广告]