民族主义语境下的国货运动与《申报》广告（1912-1926）

发布时间：2018-04-20 00:32

本文选题：国货运动 + 申报　；参考：《安徽大学》2010年硕士论文

【摘要】： 1912年,辛亥革命成功刺激下的上海民族资本主义开始快速发展,并逐渐步入了近代中国工商业发展的“黄金时期”。是年,中国近代国货运动也进入了大力提倡阶段。与此同时,身处国货运动中心的上海《申报》由民族资产阶级的代表史量才接手,开始走上企业化大报之路。受多种因素的影响,《申报》中出现了一类特殊广告——国货广告,这些广告中的商品以“国货”自居,大量运用民族主义话语向国人诉求,提倡国货消费。结合社会背景研究这一特殊类型的广告,揭示1912年到1926年间《申报》广告与国货运动的关系,有助于拓宽广告史的研究视野,深化近代广告史的研究。文章引言部分分析了选题的意义和研究思路、方法。提出结合时代背景,在民族主义语境下考察《申报》国货广告(1912—1926)这一研究命题。研究将以三次国货运动高潮中《申报》国货广告为主要对象,运用广告学、历史学、符号学等学科知识对它们进行分析,重点解析国货广告中的民族主义话语,从而探讨《申报》广告与中国近代国货运动关系,进一步指出它们在民族国家创建中扮演的角色。第一章陈述了《申报》国货广告产生的背景——国货运动,从宏观角度描述了国货运动与《申报》广告呼应情况。首先陈述了国货运动的兴起和早期发展(1912—1926)情况,指出了商战思想和民族主义是支撑国货运动的核心思想。然后对国货运动影响下的《申报》广告作概括性介绍,对国货广告的出现、持续、高潮等宏观特征作以描述。第二章梳理了三次国货运动高潮中的《申报》广告情况。1915年“二十条”条约的签订、1919年五四事件、1925年五卅惨案的爆发掀起了三次国货运动高潮。在运动高潮中,国人以抵制洋货为手段进行政治反抗,同时提倡国货的呼声高涨,这种呼声在《申报》广告中也迅速表现出来,大量民族企业的商品在广告中运用“国货”标签,采用反帝、爱国等民族主义话语。文章对这三次《申报》国货广告高潮深入剖析,从数量、类型、创意、话语表述等角度进行论述,重点分析了国货广告的民族主义话语。第三章探讨了《申报》国货广告对国货运动两方面的作用。一方面,《申报》广告通过国家灾难的呈现、国人责任、国货的进步三方面向国人进行提倡国货消费的舆论动员。另一方面,《申报》广告通过“国货”符号的呈现、产品国货属性的强调,帮助国人进行国货识别,配合了国货运动的具体实施。文章结语部分总结了中国近代国货运动与《申报》广告的互动关系,且进一步阐述了民族主义与《申报》国货广告之间的关系：民族主义影响着国货广告的话语表述,使《申报》广告文化被民族主义化；《申报》广告又通过民族主义的传递,界定消费行为的民族主义内涵,从而参与了民族国家的创建。
[Abstract]:In 1912, Shanghai's national capitalism, stimulated by the Revolution of 1911, began to develop rapidly and gradually entered the "golden age" of industrial and commercial development in modern China. This is the year, China's modern Chinese goods movement has also entered a stage of vigorous advocacy. At the same time, the representative of the national bourgeoisie, Shi Liang, took over the declaration of Shanghai, which was in the center of the Chinese goods movement, and began to take the road of turning the newspapers into enterprises. Influenced by many factors, there appears a kind of special advertisement in the "declaration", in which the goods in these advertisements are regarded as "domestic goods", and a large number of nationalistic words are used to appeal to the people to advocate the consumption of domestic goods. Combining with the study of social background, this paper reveals the relationship between advertising and the movement of domestic goods from 1912 to 1926, which is helpful to broaden the research field of advertising history and deepen the study of modern advertising history. The introduction of the article analyzes the significance of the topic and research ideas, methods. In the context of nationalism, the author puts forward the research proposition of "declare" Chinese goods advertisement 1912-1926. The research will take the advertisement of Chinese goods in the climax of the three movements of domestic goods as the main object, analyze them with the knowledge of advertising, history, semiotics and so on, and analyze the nationalist discourse in the advertisement of domestic goods. The relationship between advertisement and modern Chinese goods movement is discussed, and the role they play in the founding of nation-state is further pointed out. The first chapter describes the background of the "declaration" of the production of domestic goods advertising-the movement of domestic goods, from a macro point of view to describe the situation of the "declaration" advertising echo. First, the rise and early development of the movement of domestic goods are stated, and the thought of commercial warfare and nationalism are the core ideas to support the movement of domestic goods. Then, it gives a general introduction to the advertisement under the influence of the movement of domestic goods, and describes the appearance, persistence and climax of the advertisement. The second chapter combs the advertisement situation in the three high tide of the domestic goods movement. The signing of the "Twenty articles" Treaty in 1915, the May 4th incident of 1919, and the outbreak of the tragedy of May 30th in 1925 set off three upsurge of the domestic goods Movement. During the climax of the movement, Chinese people used foreign goods as a means to carry out political resistance, and at the same time, there was an upsurge in calls to advocate for domestic goods. This kind of voice also quickly appeared in the advertisement of the "declaration". A large number of national enterprises use "domestic goods" labels in advertisements, using anti-imperialist, patriotic and other nationalist discourse. In this paper, the author deeply analyzes the three orgasms of "declaration" advertisements, discusses them from the aspects of quantity, type, originality and discourse expression, and analyzes the nationalist discourse of domestic advertisements. The third chapter discusses the function of the advertisement of domestic goods on the movement of domestic goods. On the one hand, advertisements mobilize the public opinion to advocate the consumption of domestic goods through the presentation of national disaster, the responsibility of Chinese people and the progress of domestic goods. On the other hand, through the presentation of the symbol of "domestic goods" and the emphasis on the attributes of domestic products, the advertisement helps people to identify domestic goods and cooperate with the concrete implementation of the domestic goods movement. The conclusion of the article summarizes the interactive relationship between the modern Chinese goods movement and the "declaration" advertisement, and further expounds the relationship between nationalism and the "declaration" advertisement: nationalism influences the discourse expression of the local product advertisement. The advertisement culture is nationalized, and the advertisement defines the nationalistic connotation of the consumption behavior through the transmission of nationalism, thus participating in the establishment of the nation-state.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G219.29;K258

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