《申报》广告图像中的儿童形象研究(1927-1937)  

Research on the Children's Image in the Advertisements Pictorial of"Shun Pao"Newspaper(1927-1937)

作　　者：刘俊冉 Liu Junran

机构地区：[1]中国传媒大学 [2]河北科技学院

出　　处：《广告大观（理论版）》2020年第1期99-105,共7页Journal of Advertising Study

摘　　要：《申报》作为近现代中国出版的重要商业报纸之一,其广告内容详实、资料丰厚,具有重要的史料研究价值。笔者选取1927-1937年这段经济、政治、文化相对发展平稳时期,对《申报》广告图像中运用的儿童形象进行年龄、性别、服饰、场景呈现、角色塑造等进行全样本分类归纳统计,运用内容分析法进行描述、分析和阐释,透视由体弱多病走向健康成长、由被动参与趋向主动呈现、由传统社会步入现代文明的民国新儿童形象。As one of the important commercial newspapers published in modern China,"Shun pao"has detailed advertising content and rich information,which is of great value in the study of historical materials.The author selected 1927-1937 as a stable development period of economic,political and cultural,and analyzed the children's image in the advertisements of“Shun pao”from different aspects:age,gender,costumes,scene presentation and role shaping,etc.This research analyzes and describes the image of new children in the period of the Republic of China,which was presented from weak to healthy,from passive participation to active presentation,and from traditional society to modern civilization.

关 键 词：申报 儿童形象 广告 

分 类 号：F713.8[经济管理—广告]