1927-1937年《申报》儿童广告中的现代与传统  

Modernity and Tradition in Children’s Advertising in Shenbao from 1927 to 1937

作　　者：向娟 陈鹏 XIANG Juan;CHEN Peng(Faculty of Literature,Anhui University of Finance and EconomicsBengbu Anhui 233030,China)

机构地区：[1]安徽财经大学文学院

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2019年第9期157-159,共3页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：安徽省哲学社会科学规划课题:后现代主义文学戏仿研究(AHSKF2018D84)

摘　　要：民国《申报》广告运用大量儿童形象进行创意,推销着各种商品。对《申报》儿童广告的类型分析,初步勾勒了二三十年代上海都市儿童的现代生活方式。进一步对这些儿童广告进行内容剖析,可以看到民国上海人在教育、物质生活层面追求现代,而在关乎生命的医疗医药领域则固守传统文化和价值观。The advertisements of Shenbao in the Republic of China use a large number of children's images to carry out creativity and promote various commodities.By analyzing the types of children's advertisements in Shenbao,this paper preliminarily outlines the modern life style of urban children in Shanghai in the 1920s and 1930s.Further analysis of the content of these children's advertisements shows that Shanghai people in the Republic of China pursued modernity in education and material life,while they adhered to traditional culture and values in the field of medicine.

关 键 词：《申报》 儿童广告 儿童 现代 传统 

分 类 号：F713.80[经济管理—广告]