从上海月份牌解读近代中国社会文化的变迁与发展

发布时间：2018-03-26 20:02

本文选题：上海月份牌　切入点：上海都市文化　出处：《湖南师范大学》2011年硕士论文

【摘要】：诞生于十九世纪七十年代的上海月份牌,是在激烈动荡社会环境下,中国传统文化和外来文化不断融合的产物,其兼具宣传商品、查阅日历和美观装饰三大功能。月份牌见证了中国历史上一个极其特殊的时代,涉及到政治、经济、文化、艺术、广告等社会的方方面面,具有十分重要的史料价值。本文旨在收集尽可能多的资料下,对上海月份牌做出更为全面和系统的研究。首先通过对月份牌历史发展和风格演变的重新梳理与回顾,不难发现,上海月份牌是中国近代史的一个缩影,它的发展演变反映了近代中国社会文化的变迁与发展。文章进而对上海月份牌这一特定的文本对象进行了相关的文化研究,并得出上海都市文化、近代女性文化及近代广告文化这三个近代中国社会文化视角。作为月份牌诞生地的上海,有着其独特历史文化背景,这是月份牌萌芽与生长的文化土壤；同时,上海月份牌对市民消费观念、社会生活方式以及民风民俗的变迁又起到一定的促进作用。女性图像是月份牌的重要题材内容之一,这不仅体现了妇女社会地位的提升,同时也意味着这些摩登女郎无意识地成为被看、被凝视的对象,她们与商品一块沦为了人们的视觉消费品。作为特殊广告形式之一,月份牌兼具艺术性与功能性,尤其是月份牌的本土化发展,更创造了其辉煌的历史成就。月份牌还开创了许多近代广告之先河,对近代广告文化的萌发和形成有着极为重要的作用和影响。
[Abstract]:Born in the 1870s, the Shanghai month brand is the product of the continuous integration of Chinese traditional culture and foreign culture in a violent and turbulent social environment. The month plate witnessed a very special era in Chinese history, involving all aspects of society, such as politics, economy, culture, art, advertising, and so on, which has very important historical value. The purpose of this paper is to collect as much information as possible to make a more comprehensive and systematic study on the Shanghai Yuexian brand. Firstly, through the review and review of the historical development and style evolution, it is not difficult to find out, Shanghai Yueqi is a microcosm of China's modern history, and its development reflects the change and development of modern Chinese society and culture. The article then carries on the related cultural research to the Shanghai month sign, this specific text object, and obtains the Shanghai urban culture, Modern female culture and modern advertising culture are three modern Chinese social and cultural perspectives. As the birthplace of the month's sign, Shanghai has its unique historical and cultural background, which is the cultural soil for the germination and growth of the month's brand. The Shanghai month brand also plays a certain role in promoting the change of the citizen's consumption concept, social life style and folk custom. The female image is one of the important themes of the month's card, which not only reflects the advancement of women's social status. It also means that these modern women are unconsciously seen and stared at, and that they are reduced to consumer goods, along with commodities. As one of the special forms of advertising, the month brand is both artistic and functional. In particular, the localization of the month brand created its brilliant historical achievements, and it also created a lot of modern advertising pioneers, which played an extremely important role and influence on the germination and formation of modern advertising culture.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：K25

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