从《申报》美容、化妆品广告看三十年代上海的审美文化与社会生活（1930-1939）

发布时间：2018-05-12 06:33

本文选题：《申报》 + 美容、化妆品广告　；参考：《湖南师范大学》2011年硕士论文

【摘要】：20世纪30年代的上海,是一个令人向往的繁华之地,它的时尚、它的美以及它所展现的生活方式无不表明它“东方巴黎”的身份。30年代上海的审美文化以及社会生活与广告有着千丝万缕的关系,它们之间的互动体现广告的文化建构作用。本文选取当时历时最久,发行量较大,具有重大历史意义的《申报》作为研究的样本,探讨20世纪30年代《申报》美容、化妆品广告所展示的审美文化以及社会生活,重在发现广告是如何来构建审美文化和社会生活的。通过研究,本文发现《申报》广告通过大量的话语(文字和图像),构建了古典美、时尚美、阴柔美、健康美四美并存的审美文化,展现了“休闲”和“消费”二维观照下的上海社会生活。广告的潜移默化的作用,无时无刻不在影响着人们的审美观念和生活方式。本文分五章进行探讨,第一章对30年代《申报》美容、化妆品广告的定义、表现形式、分类以及刊登的位置做了一番概述,对化妆品的定义进行了辨析,提出了香皂、牙膏等在30年代的上海也是化妆品的观点；第二章对美容、化妆品广告的诉求对象以及美的诉求方式进行了探讨,提出了美容、化妆品广告主要针对女性的特点,并总结出美的四种诉求方式：单刀直入型——直指“美”、旁敲侧击型——“美”之于爱情、高瞻远瞩型——名人效应、立意高远型——科学和理念；第三章就《申报》美容、化妆品广告反映的审美文化进行探讨,以古典美、时尚美、阴柔美和健康美为观察维度,细致地考察了当时人们的审美观念,广告是如何体现和构建这些观念的；第四章就30年代上海的社会生活做了一番总结,摩登是当时人们追求的方向,在摩登的笼罩下,上海社会生活在“休闲”和“消费”的图景下呈现丰富多样的特点；第五章为结语部分,总结了《申报》美容、化妆品广告对现实的影响以及广告的文化建构作用。
[Abstract]:Shanghai in the 1930s was a prosperous place for people to yearn for, its fashion, Its beauty and its way of life show that its identity of "Oriental Paris" in the 1930s Shanghai's aesthetic culture and social life and advertising are inextricably related, and their interaction reflects the cultural construction role of advertising. This article selects the longest time, the circulation is large, has the great historical significance as the research sample, discusses the aesthetic culture and the social life displayed by the advertisement of beauty and cosmetics in the 1930s. It is important to find out how advertising constructs aesthetic culture and social life. Through the research, this paper finds that advertisement, through a large number of words (words and images), constructs the aesthetic culture of classical beauty, beauty of time, feminine beauty, beauty of health, etc. It shows the social life of Shanghai under the two-dimensional view of leisure and consumption. The subtle effect of advertising influences people's aesthetic concept and way of life all the time. This paper is divided into five chapters. The first chapter gives an overview of the definition, manifestation, classification and location of cosmetic advertisements in the 1930s. The definition of cosmetics is analyzed, and soap is put forward. Toothpaste was also a cosmetic viewpoint in Shanghai in the 1930s. The second chapter discusses the appeal object of beauty, cosmetic advertising and the way to appeal to beauty, and points out that beauty and cosmetics advertisements are mainly aimed at the characteristics of women. And summed up four kinds of appeal ways of beauty: single knife straight in type-pointing directly at "beauty", "espionage type"-"beauty" to love, visionary type-celebrity effect, high-meaning high-distance type-science and idea; the third chapter is about "declare" beauty, This paper probes into the aesthetic culture reflected by cosmetic advertisements, and takes classical beauty, contemporary beauty, feminine beauty and healthy beauty as the observation dimensions, and makes a careful investigation of the aesthetic concepts of people at that time, and how the advertisements embody and construct these concepts; The fourth chapter summarizes the social life of Shanghai in the 1930s. Modern is the direction that people pursued at that time. Under the cover of modern, the social life in Shanghai presents rich and diverse characteristics under the picture of "leisure" and "consumption". The fifth chapter is the conclusion part, summarizes the beauty, cosmetics advertisement to the reality influence and the advertisement cultural construction function.
【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】：K263;G219.29

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