民国月份牌广告对中国现代消费文化的生成及影响探析--基于印刷技术的视角  

An Analysis of the Influence of ROC-Period Calendar Ads on the Formation of Modern Chinese Consumer Culture--From the Perspective of Printing Technology

作　　者：王剑飞 孙昕 Jianfei WANG;Xin SUN(Humanities and Communication Department,School of Literature and Law,Hefei University of Technology)

机构地区：[1]合肥工业大学文法学院人文与传播系

出　　处：《印刷文化（中英文）》2022年第2期97-107,共11页Print Culture

摘　　要：20世纪初期,西风东渐影响下的月份牌广告较为清晰地勾勒出了民国时期大众想象中的现代都市图景。近代印刷出版工艺具有独特的传播优势,作用于月份牌广告这一载体,推动并形成了中国现代消费观念,引导着都市消费潮流。同时,其传统文化内蕴及融通中西文化的特色,成为民国时期文化消费的一种特有现象。本文从探究民国时期月份牌广告生成的现代化路径入手,透过这一文化符号分别对月份牌广告生成的技术、文化等背景进行剖析,讨论月份牌广告在印刷工艺的推动下对当时社会文化所产生的影响,试图找到印刷文化视角下,印刷技术与社会文艺之间的互动内在关联,亦为现处于数字化时代的印刷出版业提供文艺资源保护及社会文化建构的新思路。In the early 20th century,Western culture gradually spread to China.Advertisement on calendars of the Republic of China period depicted the modern metropolitan world as imagined by the general public.Printing and publishing technologies of the West as an advantaged channel of communication,helped calendar ads spread and exert its influence on the formation of the prevailing understanding of modern consumption in China.Meanwhile,the calendar ads themselves also constitute a unique phenomenon in cultural consumption at the time as it combines elements of traditional Chinese and Western cultures.This paper examines how calendar ads of the Republic of China(ROC)period came into being,takes the ads as a cultural symbol to analyze the technical and cultural background lying beneath them,and discusses how calendar ads,riding the tide of printing technologies,exerted their influence on society and culture at the time.By doing so,the authors aim to present the ties and interactions between printing and culture from the perspective of the printing culture and offer new approaches to the protection of cultural resources of the printing and publishing industry and to promoting social cultural development.

关 键 词：印刷文化 月份牌广告 现代消费文化 

分 类 号：K258[历史地理—历史学] F713.8[历史地理—中国史] F729[经济管理—广告] F426.84[经济管理—产业经济]