摘要
20世纪30年代《申报》的青年女性图片广告,在当时特立独行地塑造出了与其时代相一致的青年女性形象。它不仅是报业史上探索媒介经营的先驱和范本,更是研究当时上海大都会文化和城市气质构建的样本。当时的广告文本与当代审美文化中的广告内容有诸多共通之处:营造优雅、健康、文明的现代日常市民生活氛围,对传统审美文化的承继,对时尚美和健康美的追求,对自由独立生活的渴望。当代青年女性广告文化的内涵和策略,在那里可以找到萌芽和渊源。这对于现今广告人构建青年女性的图片广告以及塑造人物形象具有参考价值。
In 1930s, image advertisements for young females in ＂Shenbao＂, for the first time, created feminine figures which conformed to contemporary culture and background. These ads were not only pioneers and models in exploiting media management in press history, but also samples of studying metropolitan Shanghai＇s culture and nature. Analysis showed that advertising texts in 1930s and ads in contemporary aesthetic culture context had a lot in common： the creation of a graceful, healthy and civilized modem living atmosphere, the inheritance of traditional aesthetic culture, the pursuit of fashion and health, and the thirst for a free and independent life style. In other words, the contents and strategies of contemporary young female advertising culture stem from advertising texts in 1930s. For advertising human today, no doubt, this has reference value in construction of image ads and feminine figures.
出处
《当代青年研究》
2013年第6期12-17,共6页
Contemporary Youth Research
关键词
申报
女性形象
图片广告
Shenbao
Feminine Figures
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