近代报刊广告与卫生观念传播——以20世纪20年代以来相关报纸广告为中心  

Newspaper Advertisements and the Dissemination of Hygiene Concept in Modern China: Centered on Relevant Newspaper Advertisements since 1920s

作　　者：李忠萍 LI Zhongping(College of Marxism,Anhui University of Chinese Medicine,Hefei,Anhui 230012,China)

机构地区：[1]安徽中医药大学马克思主义学院,安徽合肥230012

出　　处：《吉林师范大学学报（人文社会科学版）》2022年第6期88-95,共8页Journal Of Jilin Normal University:Humanities & Social Science Edition

基　　金：安徽省哲学社会科学规划项目(AHSKYG2017D151)。

摘　　要：近代中国疫病频发,强国强种话语浸淫,发展公共卫生成为时代诉求甚至被视为民族复兴的重要条件,公众向往健康生活。处此历史背景,紧扣时代脉搏的报刊广告特别是涉及公共卫生的相关广告,着力宣扬卫生、清洁、消毒、防疫,甚至攀附和套用社会精英的卫生政治化论述和卫生强国想象,宣扬卫生民族主义。广告话语是对时代诉求、公众愿望和国家处境的反映和投射,参与了时人现代卫生观念的建构,又凭借大众传播的力量,进一步激发这种诉求、向往和想象,推动时人卫生观念意识的变迁。由此可以说,反映社会变迁的报纸广告,也成了大众报刊参与推动近代中国社会转型的重要手段。In modern China, with frequent outbreaks of epidemics and the discourse of strengthening the nation, the development of public health becomes the appeal of the times and even is regarded as an important condition for national rejuvenation. The public yearns for a healthy life. Under this historical background, newspaper advertisements that closely follow the pulse of the times, especially those related to public health, focus on promoting hygiene, cleaning, disinfection and epidemic prevention, and even adhere to and apply the political discourse of social elites on health and the imagination of health power to promote health nationalism. Advertising discourse is not only a reflection and projection of the demands of the times,public aspirations and national situations, but also participates in the construction of modern health concepts of contemporary people. With the power of mass communication, it further stimulates such demands,aspirations and imagination, and promotes the change of health concepts of contemporary people. It can be said that newspaper advertisements reflecting social changes have also become an important means for mass newspapers to participate in promoting social transformation in modern China.

关 键 词：广告 卫生 清洁 消毒 防疫 

分 类 号：G21[文化科学—新闻学]