从《申报》广告看20世纪20-30年代上海市民文化

【作者】 徐媛；

【导师】 俞香顺；

【作者基本信息】 南京师范大学 ， 新闻学， 2016， 硕士

【摘要】 民国时期,随着西方文化与生活方式的进入,上海人对西方生活的认同模仿不断深化,传统文化逐渐让步于西方文明,新时期的上海市民文化在频繁的中西交流中发生了变迁。这改变了上海社会原有的性质,使其成为了一个典型的商业社会,并将上海市民的社会生活与市民文化纳入到崇洋、务实、个人本位和以金钱为本的、世俗的轨道。在上海广告业发展的历史阶段中,20世纪20-30年代是广告发展在数量和规模上都达到一定规格的时期,当时以申报作为主要的平台。作为大众文化重要组成部分的《申报》广告,紧紧抓住上海市民的心理特点和心理需求。从改变上海市民的生活方面来看，为市民选择与已往不同的生活方式提供了参考,让上海市民从简单的满足生存需求的消费,逐步提升为满足感官的享受消费；从改变上海市民的生存空间方面来看,让市民的公共、家庭、生产等空间都发生了彻底的改变,以市民接触模拟场景开始,逐步向现实生活转变。广告利用各式各样的形象和话语,反映了近代上海市民享乐主义的人生观、追求金钱和成功的生活理想以及对西方文明充满崇拜的新的文化形态,在不知不觉中改变了市民的追求方向,并逐步提升虚拟化的自我认同。本文通过分析上海市民文化的形成和影响上海市民文化的因素,得出了崇洋、以金钱为本、务实、个人本位和世俗是民国时期上海市民文化的主要内涵的结论。通过20-30年代的《申报》广告,本文从衣食住行四个角度展现了上海市民物质文化的变迁。《申报》广告反映的近代上海市民风俗文化变迁的表现为：社交活动增多,交际成为上海市民重要的生活内容；香烟作为身份的象征,已成为交际场上必备之物；市民休闲娱乐风俗逐渐西化,享乐主义观念盛行；商场购物在市民中逐渐流行,商品促销大行其道。近代上海市民精神文化变迁表现为：人们开始祟尚西方现代科学技术,西洋医药卫生被广泛接受;个体健美受到关注,各类体育运动成为时尚；读新书成为一种潮流,实用型知识收到欢迎；人们开始注重个人形象,重视形象时尚与生活品味;新时代女性形象在大众媒体出现，女性地位有所提高。20世纪20-30年代的《申报》广告犹如一个万花筒,它通过简短的标题.夸张的图形，朗朗上口的文字，极力的迎合广大上海市民的的兴趣爱好，从而也在一定程度上,反映了民国时期上海市民文化方方面面的变迁。更多还原

【Abstract】 With the entrance of western life and life style, the self-identity and imitation of Shanghai people was getting continuously deep, traditional culture gradually gave way to the Western civilization, civil culture in Shanghai of new period made a transition in such frequent Chinese-Western communication. It changed the original social character of society in Shanghai, which made it into a typical commercial community and guided the social life and civil culture of Shanghai people into a path of xenophilia, pragmatism, individualism, venality and secularization.During the development of advertising in Shanghai, the 1920s-1930s was an important period, which had reached a high level in quantity and scale, and Sheng daily paper was used as a primary platform. As a significant component of mass culture, the advertisements in Sheng daily paper firmly grasped the psychological characteristics and need of Shanghai people. For changing the life of Shanghai people, the advertisements provided some reference in choosing different lifestyles, in this way, the consumption was gradually promoted from simple living type consumption into enjoyment consumption. For changing the living space of Shanghai people, the advertisements drastically changed the public space, domestic space and procreative space. With different kinds of images and discourse, the advertisements reflected the hedonistic outlook on life, possession desire dominated aesthetic ideal and new cultural form which included pursuit of success and money, while expressed worship and pragmatism for Western civilization.This paper draws a conclusion that enophilia, pragmatism, individualism venality and secularization are secularization are the main connotation of civil culture in Shanghai in the Republican period, through analyzing the form factors and influence factors. By studying the advertisements of Sheng daily paper, this article showed the charges of material life in four aspects, that is clothes, food, house and transportation. We can find in the advertisements that public social activities had become an important part of life for Shanghai citizens; cigarette had become a necessity in the communication field and a symbol for status; public relaxation customs had gradually westernized, hedonism idea prevailed and shopping in the mall had become popular in the public. All of these should be related with some cultural changes of custom. And the spiritual and cultural changes could be found that people began to adore Western science and technology, Western medicine was widely accepted; individual fitness was focused, all kinds of sports turned into a kind of trend; reading new-style books was in fashion, and practical knowledge was welcomed; people began to pay attention to their personal image, fashion and life style; the female image of modern era appeared in the mass media, the position of women had increased.The advertisements of Sheng daily paper in 1920s-1930s just like a kaleidoscope, which strongly catered to interests and hobbies of Shanghai citizens by brief titles, exaggerated graphics and catchy words. So that in a certain extent, it reflected all aspects of changes for Shanghai civil culture during the period of the republican time.更多还原