《申报》香烟广告对上海市民的影响研究  

A study on the impact of cigarette advertising in Shun pao on Shanghai citizens

作　　者：骆军 赵伟 居然 LUO Jun;ZHAO Wei;JU Ran(Suzhou University of Science and Technology,School of Social Development and Public Administration,Suzhou,Jiangsu 215000)

机构地区：[1]苏州科技大学社会发展与公共管理学院,江苏苏州215000

出　　处：《陇东学院学报》2024年第4期41-45,共5页Journal of Longdong University

基　　金：江苏省研究生科研创新计划(KYCX20_2741)。

摘　　要：广告不单单是商业手段,还在潜移默化中对社会文化的塑造产生了重大影响。在近代《申报》广告中,香烟广告占据重要地位,是研究当时上海社会文化的重要史料。选择了英美烟公司旗下的香烟在《申报》上的广告,发现香烟广告对当时上海市民的思想认识、观念产生了深远影响,也积极推动了社会文化的改变。在人们的认知中,香烟逐渐成为品位的象征,使用香烟可以获取身份地位,得到社会的认可;此外,香烟广告也改变了过去人们对香烟不健康的固有印象,香烟也不再仅仅只有社交这一单一功能,而是成为了健康的商品,香烟的作用也更加地广泛;同时,香烟也成为女性争取男女平等,变身摩登女性的象征;不仅如此,香烟的文化内涵也不断扩展,成为人格、希望的象征,可见香烟对上海市民文化的影响之深远。Advertising is not only a commercial means,but also has a great impact on the shaping of social culture.In the modern Shenbao advertisement,cigarette advertisement occupies an important position and is an important historical material to study the social culture of Shanghai at that time.This paper selects the cigarette advertisements of British American Tobacco Company in Shenbao,and finds that the cigarette advertisements had a far-reaching impact on the ideological understanding and concept of Shanghai citizens at that time,and also actively promoted the change of social culture.In people’s cognition,cigarettes have gradually become a symbol of taste.Using cigarettes can obtain identity and status and be recognized by the society;In addition,cigarette advertising has also changed people’s inherent impression of unhealthy cigarettes in the past.Cigarettes no longer only have the single function of social interaction,but have become healthy commodities,and the role of cigarettes is more extensive;At the same time,cigarettes have become a symbol for women to strive for equality between men and women and become modern women;Moreover,the cultural connotation of cigarettes has also expanded and become a symbol of personality and hope.It can be seen that cigarettes have a far-reaching impact on the citizen culture of Shanghai society.Therefore,it is of great significance to show the impact of cigarette advertising on the citizens of Shanghai at that time.

关 键 词：《申报》 香烟广告 上海市民 

分 类 号：G219.29[文化科学—新闻学]