摘要
近代报刊在中国兴起后,许多茶庄茶号或公司开始利用这一新式媒体进行商品宣传。在形式上,民国报刊茶叶广告和其他商品广告有很大的共性,但同时也有一定的个性化表现,如用专刊形式的广告进行相对密集的宣传。在叙述策略上,茶叶广告既求助于传统的价值观念、努力引导新的消费习惯,也注意借用国货、卫生、化验等新的概念。此外,茶叶在国内外博览会上获奖的经历也被用来为商品增色。由此,民国茶叶报刊广告呈现出来的茶叶是卫生的、营养的、爱国的、获奖的茶叶。这些前所未有的特点是近代以来社会经历深刻变迁的产物,也是民国时期传统茶文化进一步世俗化的反映。
A good number of tea merchants started to put advertisements on tea after the modern newspapers appeared in China.The ads on tea were presented in ways that were greatly similar to those for other commodities while there was also a particular method,advertising in special issues.In order to promote the tea sales,ads on tea resorted to traditional values,and tried to lead potential customers to new consumption habits as well.The new concepts of domestic goods,hygiene and testing were employed,and the honors granted by expositions at home and abroad were also used in ads to make tea more appealing to customers.Therefore tea in advertisements was hygienic,nutritious,patriotic and award-winning.All these new features are not only an output of the social changes ever since the late Qing,but also a reflection on the increasingly secularized tea culture in the Min Guo of China.
作者
朱慧颖
姚晓燕
Zhu Huiying;Yao Xiaoyan(China National Tea Museum)
出处
《中国社会历史评论》
CSSCI
2018年第1期121-134,266-267,共16页
Chinese Social History Review
关键词
茶叶广告
国货
卫生
博览会
民国
advertisements on tea
domestic goods
hygiene exposition
the Min Guo of China
