近代消费文化中的广告语——以《申报》商业广告语为中心  

Advertising Language in Modern Consumer Culture:A Case Study of Shen Bao

作　　者：沈冠东 SHEN Guan-dong(School of Art and Design, Yancheng Teachers University, Yancheng, Jiangsu, 224007, China)

机构地区：[1]盐城师范学院美术与设计学院,江苏盐城224007

出　　处：《盐城师范学院学报（人文社会科学版）》2022年第2期95-105,共11页Journal of Yancheng Teachers University（Humanities & Social Sciences Edition)

基　　金：教育部人文社会科学研究规划基金项目“《申报》广告画的美术考古学研究”(19YJA760051)。

摘　　要：商业广告语与消费文化桴鼓相应。《申报》商业广告语是中国近代商业较为率真的文化言说。作为一种旨在说服的语言,《申报》商业广告语在中国近代消费文化的变迁中不断发展提升,说服方式逐渐多元化。《申报》商业广告语直接参与了近代消费文化的上海书写,也在一定意义上表征了中国近代消费文化。Shen Bao was a daily newspaper established in 1872.The commercial advertising language in it was fairly frank and simple in the history of modern Chinese commerce.There is a directly corresponding relationship between commercial advertising language and consumer culture.As a persuasive language,the commercial advertising language of Shen Bao has been developing and improving with the changes of modern consumer culture,with more diversified ways of persuasion.To a certain extent,it has participated in the writing of modern consumer culture in Shanghai,and also represented consumer culture in modern China.

关 键 词：消费文化 《申报》 广告语 说服 上海书写 

分 类 号：F713.8[经济管理—广告] G219.29[经济管理—产业经济]