抗战时期东北地区期刊广告图像研究——以《华文大阪每日》为中心的考察  

A Research on Advertisement Images in Northeast Occupied Areas during the Anti-Japanese War:A Case Study on Chinese Osaka Daily

作　　者：汤筠冰[1] TANG Yunbing(School of Journalism,Fudan University,Shanghai 200433,China)

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《贵州大学学报（艺术版）》2023年第2期75-81,共7页Journal of Guizhou University Art Edition

基　　金：上海市浦江人才计划项目(项目编号:14PJC011);复旦大学新闻学院一流学科项目经费支持。

摘　　要：抗战时期的期刊《华文大阪每日》是一本在日本编排和印刷,以我国东北地区为主要发行区域的期刊。由于传播主体与受众之间的文化差异,期刊广告显示出在跨文化传播中的诉求变化。发行初期,跨文化传播的广告中的视觉符号出现了编码和解码上的失误;发行中期,广告人物形象逐渐本地化,广告图像与文字均显示出对女性消费者的尊重,显示出这一时期中国女性地位的提高;发行后期,广告中的家庭空间和社会空间在相互地再生产,投射到家庭空间中来的权力关系展现出了家庭与社会、商业之间的紧密勾连。广告商通过构建东亚共同体的“迷思”,将象征权力隐含在广告中,建构出日控东北沦陷区媒介中的殖民“杂糅”景观。Chinese Osaka Daily(1938-1945) was a periodical during the Anti-Japanese War,which was edited and printed in Japan and mainly distributed in the occupied areas in Northeast China.Due to the cultural differences between the source and the receiver of communication,the advertisements in the periodical reflected the change of appeal for the intercultural communication.At the initial stage of its release,there were mistakes in encoding and decoding of the visual symbols in the advertisements.In the middle period,the character images in the advertisements gradually were localized,and the advertising images and texts showed respect for the female consumers,reflecting the improvement of Chinese women's status in this period;In the later period,the family space and social space in the advertisements were interacting with each other,and the power relationship projected into the family space showed the close connection between the family,the society and the business.By constructing the “myth” of the East Asian community,advertisers implied the symbolic power in the advertisements,and constructed a colonial “hybrid” landscape in the media of the Japanese occupied areas in the Northeast China.

关 键 词：《华文大阪每日》 广告图像 视觉传播 跨文化传播 

分 类 号：J524.3[艺术—艺术设计]