心态史视角下民国广告人的社会服务——以林振彬、陆梅僧、汪英宾的生活世界为中心  

Advertisers’ Social Services in the Republic of China from the Perspective of History of Mentality: Centered on the Life-world of LIN Zhenbin, LU Meiseng and WANG Yingbin

作　　者：祝帅[1] ZHU Shuai(School of Journalism and Communication/Peking University Library,Peking University,Bejing 100871,China)

机构地区：[1]北京大学新闻与传播学院/图书馆,北京100871

出　　处：《山西大学学报（哲学社会科学版）》2022年第5期88-95,共8页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：北京市社会科学基金重大项目“北京广告七十年(1949-2018)”(17ZDA24)。

摘　　要：民国时期,广告业作为新闻界和经济界的一个重要组成部分,不仅在实务领域取得了辉煌的成就,也在极大程度上广泛介入了社会生活的方方面面,一度成为推动社会进步发展的积极力量。在这个过程中,一些杰出的广告人扮演了重要的角色。文章以心态史为视角,探究民国时期上海现代广告人中的杰出代表——林振彬、陆梅僧、汪英宾三人在广告业内外主要行迹,以此透视民国时期广告人的社会参与和广告业在全社会中所扮演的角色。在此基础上、基于全新的史料,对民国广告人心态史进行一种尝试性的探究。文章旨在说明,对于广告这样一个想在社会上建立良好声望的新兴行业而言,仅仅有专业技能是不够的,广告人的专业技能必须与社会责任相结合,才能在社会实践中实现其全部的价值。During the period of the Republic of China, not only did the advertising industry, a key role in both journalistic and economic world, make brilliant achievements, but also it got extensively involved in all aspects of social life to a great extent, thus becoming a positive force to promote social progress and development. In this process, some outstanding advertisers did make a great contribution. From the perspective of history of mentality, the paper explores three outstanding representatives of advertisers in modern Shanghai during the Republic of China—LIN Zhenbin, LU Meiseng and WANG Yingbin, and focuses on their deeds inside and outside the advertising industry to discover the social participation of advertisers and the role of advertising industry in the whole society during the period. On this basis, along with new historical materials, we make a tentative research of the mentality history of advertisers in the Republic of China. The paper arrives at the conclusion that for a nascent industry like advertising to build a good reputation in society, professional skills alone are not enough. Advertisers’ professional skills must be combined with social responsibility in order to realize their full value in social practice.

关 键 词：民国 广告史 心态史 生活世界 社会服务 

分 类 号：F713.8[经济管理—广告] G206[经济管理—产业经济]