民国士林布广告中女性形象变迁设计研究  

Study on the Evolution of Female Images in the Advertising of Republican-Era Shilin Cloth

作　　者：蒋雯欣 吴迪 JIANG Wenxin;WU Di(School of Arts,Sichuan Fine Arts Institute,Chongqing,401331)

机构地区：[1]四川美术学院设计学院,重庆401331

出　　处：《湖南包装》2025年第2期118-121,共4页

基　　金：重庆市社会科学规划项目(2024PY84);重庆市研究生科研创新项目(CYS240641)。

摘　　要：民国时期广告业蓬勃发展,目前学界鲜有关注其间广告设计与女性消费者的关联。文章围绕民国棉布广告设计中的女性形象,挖掘广告设计师如何让女性在想象与体验中获得身份认同。通过图像比较、文献法,对20世纪初—50年代的61张士林布广告进行量化梳理与设计比较。研究发现,广告中女性形象在20世纪30年代发生从“新贤妻良母”到“新女性”骤变,通过分析图像范式、图像信息、图像空间的设计转变,可知广告设计师根据女性家庭社会结构变化,分析消费需求,转变人物形象与场景配置的固定范式,并借助图文互释、名人效应等设计手段,鼓励消费者产生购买行为。研究试图为民国性别化广告设计提供一个新切面。During the Republic of China period,the advertising industry flourished,yet there has been limited academic attention to the relationship between advertising design and female consumers.This article focuses on the female images in the cotton cloth advertising design of the Republic of China,exploring how advertising designers helped women achieve identity recognition through imagination and experience.Using image comparison and the literature method,the study quantitatively analyzes and compares the design of 61 Shilin cloth advertisements from the early 1900s to the 1950s.The research reveals a dramatic shift in the portrayal of women in advertisements from“new good wives and mothers”in the 1930s to“new women.”By analyzing the design transformations in image paradigms,image information,and image space,it is evident that advertising designers adapted to changes in women’s family and social structures,analyzed consumer demands,shifted fixed paradigms of character images and scene configurations,and encouraged consumer purchasing behavior through design methods such as graphic interpretation and celebrity effect.This study attempts to provide a new perspective on gendered advertising design during the Republic of China era.

关 键 词：民国时期 士林布广告 图像赋权 女性形象 变迁 

分 类 号：J524.3[艺术—艺术设计]