贩卖“美丽”:从报纸广告考察民初时装百美图的商品美学  

Selling“Beauty”:A Study of the Commodity Aesthetics of the Portraits of a Hundred Fashionable Beauties from the Newspaper Advertisements in the Early Republic of China

作　　者：黄琼瑶 HUANG Qiongyao(School of Humanities,Shanghai Normal University,Shanghai 200234,China)

机构地区：[1]上海师范大学人文学院,上海200234

出　　处：《苏州教育学院学报》2025年第2期23-34,共12页Journal of Suzhou College of Education

基　　金：国家社会科学基金重大项目(20&ZD285)。

摘　　要：时装百美图是民初盛行的一种以时装仕女为题材的画册类图书,在普遍以女性图像为广告元素的民初消费市场,这种以女性之美为核心卖点的图像出版物与一般图书相比,其广告营销既有共性,也有差异。文章通过考察报纸上时装百美图广告的图文设计、文本修辞和推广策略,分析其对大众购买时装百美图的诱导,并从感官角度出发,探究民初图书广告对女性视觉美的建构与消费,展现时装百美图的商品美学,为重新审视民初时装百美图的流行提供一种新视角。The portraits of a hundred fashionable beauties is a kind of picture book that flourished during the early Republic of China.This kind of pictorial publication with women’s beauty as its core selling point has both commonalities and differences with general book advertisements in terms of marketing.This paper examines how newspaper advertisements for the portraits of a hundred fashionable beauties persuaded the public to buy them through visual forms,text editing,and promotional strategies,thus exploring the construction and consumption of women’s visual beauty in book advertisements from a sensory perspective,and reveals the commodity aesthetics of the portraits of a hundred fashionable beauties,providing a new perspective for the examination of the popularity of this kind of book during the early Republic of China.

关 键 词：时装百美图 民国 报纸 广告 女性图像 商品美学 

分 类 号：I206.6[文学—中国文学]