《申报》(1920-1937)医药广告与现代健康观念的传播  

Construction of Modern Health Concept: A Study of Medical Advertisement on Shun Pao(1920-1937)

作　　者：邱宝逸 Qiu Baoyi

机构地区：[1]北京字节跳动科技有限公司

出　　处：《现代广告》2019年第12期19-29,共11页Modern Advertising

摘　　要：《申报》上的医药广告,不仅为当时药商的市场营销提供了宣传,也折射了中西医的交融与碰撞,同时培养了时人的健康卫生观念,还在国家层面上影响了国族身份的认同。在某种程度上可以说,广告对现代健康观念在上海民众中的形成和塑造有相当的建构作用。As an important means of marketing activities, advertising can not only reflect the reality of society and business conception, but also shape the society and people's lifestyles. Based on the analysis of medical advertisements on Shun Pao, this paper is aimed at understanding the development of health concept spreading in modem Shanghai. Medical advertisements can not only reflect the coexistence of conflicts and interactions between Chinese and western medicine, but also have an impact on the people's concept of health. The government's disciplines on citizens' health also aroused an awareness of national identity. All of these concepts influenced the construction of modem medical consuming culture. It reconstructed health and hygiene, and at the same time, it contributed to the shaping of a new country and its citizens.

关 键 词：《申报》 医药广告 健康传播 

分 类 号：F713.8[经济管理—广告]