摘要
与近代中国特定的历史情境相契合,近代牛乳广告在陈述牛乳性能、促进销售的文字背后,隐含着丰富而独特的社会文化意蕴。它反映和投射了其时社会精英的现代民族国家想象、政府的卫生现代化实践、市民的现代健康生活向往,可以说,从多个面相呈现了近代中国社会的现代性。另一方面,作为一种大众文化形式,牛乳广告在反复陈述和传播中,又从相关维度促进了中国现代性因子的成长。
In the history of modem china, product descriptions of milk advertisements embodied rich and unique social-cultural implications while fulfilling the purpose of promotion. The modernity of china was reflected in these advertisements： social elites dreamed of establishing a sovereign nation state, the government attempted to modernize the public health system and citizens longed for a healthy way of liv-ing. Moreover, as a kind of popular culture, milk advertisements promoted the modernization of china byrepeated propagation.
出处
《安徽大学学报（哲学社会科学版）》
CSSCI
北大核心
2010年第3期106-113,共8页
Journal of Anhui University(Philosophy and Social Sciences Edition)
关键词
近代
牛乳
广告
《申报》
现代性
modern china
milk
advertisement
Shanghai Post （《申报》 ）
modernity
