从幻灯到电影：《申报》早期影像广告研究（1872-1913）

发布时间：2018-04-19 22:07

  本文选题：影像 + 广告　； 参考：《南京艺术学院》2016年博士论文

【摘要】：倘以中国早期自主拍摄的剧情影片——1913年上映的《难夫难妻》为时间起点,向前或向后研究,都有许多历史学、电影学、社会学的重要课题。在IMDb数据库里,这部电影是目前可查的最早由中国人自主拍摄的剧情短片,被标注为由张石川、郑正秋导演,亚细亚影戏公司(Asia FilmTheatre Company)出品。以此为重要的时间节点往前追溯,《难夫难妻》上映之前的时期,将是内外部因素一齐作用,并最终促生此次拍摄实践的时期。这段时期,是外国电影的传入期,也是中国电影的发生期;是外国电影进入并影响中国的时期,也是中国电影吸取国外经验,学习、积淀并行的前史;是中国电影兼收并蓄,向各门类演出形式借鉴参考的一段历程,也是中国电影人由熟悉的演出形式中抽身并同时进行影像创作的酝酿期。因此,1913年以前的影像发展史,是中国放映和观摩外国影像的接受史,是外国影像和观念的传播史,是具有中国特征的影像的起步史,也是中国本土电影摄制的尝试史。对1913年以前影像发展史的研究,若放置在大的历史研究的范畴来看,剖面众多,比如,研究社会、经济、文化、宗教、人们日常生活等多种因素对这段史中影像发展的影响,或反过来,通过国内外影像作品本身的变化,说明影像作品的意义及与受众关系的变化。无论采用哪种方式,面临的一个巨大挑战都在于,如何把“影像作品”和“理论”从相互对立的状态转变为相互支持的关系——如何能够既分析作品及催生作品的技术,又能够继续使用和发展文化意义上或史学角度的理论和方法,去解释诸如“在当今对文化全球传播的理解中,中国早期影像还有哪些补充”、“中国电影的发生,是西方向东方单向流动还是中西方相互影响”这样的问题。本文在研究的过程中,经过反复实践和思考,最终选择了“原境(context)重构”这一方式,从影像本身入手,去还原其所处的文化、政治、社会和宗教的环境和风味,也包括其所处的科技环境、使用环境和被使用环境,而这些,并不自动显现于影像本身,而需通过更加深入的研究加以重构。这种重构,基于大量历史文献的检索,同时参照现代的视觉、传播等理论进行分析和解释。因此,影像本身往往成为历史解说的主题和框架,对当前影像史或曰电影史研究中流行的种种二元性解释结构——包括作品与理论、文本(text)与上下文(context)、受众与影视受众的打破。不仅是针对历史本身,影像史的研究还须回到影像史本身重要的研究对象——影像。早期影像,尤其是1913年以前的影像呈现,无论是静态影像的照片、幻灯、影戏,还是动态影像的影视艺术呈现,多数已无确切的“影像”介质可查。影像本身,又不同于其他艺术门类,如戏曲、美术、文学等,这些门类有其自身的“群众根基”,在传播的过程中,先验地有其人类学的动机。影像的传播,需要在技术手段发展到一定程度后,才会发生其不同的呈现形式,因此,往往需要借助他力,尤其是早期受众更为熟悉的报刊作为载体,其中的新闻、广告等平面媒体传播类型作为介质,一步步达成其传播目的。因此,是影像选择了广告,同时,也是广告选择了影像。本文即锁定“广告”作为重要的研究对象,通过研究影像广告的具体内容,完成探索影像史,或曰早期中国电影史的目的。在研究影像广告的过程中,本文重点研究《申报》这一“旧中国出版时间最长的报纸”。作为一份中文商报,《申报》历经清朝同治、光绪和宣统三个朝代,又经历了辛亥革命、五四运动、北伐战争、抗日战争和解放战争等各历史阶段,成为近代中国现存历史最久的中文报纸。《申报》的日常版面中,广告至少占据一半,因此,本文认为,《申报》的广告可以帮助我们了解中国近代商业浮沉,其中的影像广告,其内容、设计、版式、刊例、频次等的变化,对研究1913年以前的外国电影传入史和中国电影发生史,有着重要的参考价值。因此,本文在研究的过程中,花费大量时间精力,逐年逐日逐版的一一查找《申报》自1872年4月30日(清同治十一年三月二十三日)创刊,至1913年9月出现《难夫难妻》放映广告期间的影像广告。本文通过对《申报》的影像广告以及影响影像广告的代表性言论的详细考察,达成澄清电影史中诸多谬误的目的,同时,本文借由对浩繁史料的耙梳,逐渐整理出外国影像传入中国、中国电影发生与影像广告间的深层联系。希冀本文的一点探索,能够帮助厘清中国电影发展脉络,这对于了解中国电影史,或者用电影理论指导电影实践,将有着一定借鉴意义。
[Abstract]:In the IMDb database, in the IMDb database, the film is the first feature film to be taken by the Chinese people and was labeled as Zhang Shichuan. Director Zheng Zhengqiu, Asia FilmTheatre Company, which is an important time node to trace back, the period before the release of "hard husband and difficult wife", will be the combination of internal and external factors, and finally to promote the period of the shooting practice. This period is the introduction of foreign films, and the period of Chinese film. It is the time for foreign films to enter and influence China, and it is also the history of Chinese films absorbing foreign experience, learning and accumulating. It is a course of reference for Chinese films to draw lessons from all types of performances, and also a period of brewing of Chinese filmmakers in the form of familiar performances and at the same time making image creation. So, 1913 The history of image development before the year is the history of China's reflection and observation of foreign images, the history of the spread of foreign images and ideas, the starting history of the images with Chinese characteristics, and the history of Chinese local film production. The study of the history of image development before the 1913, if placed in the category of large historical studies, has a large number of sections. For example, the impact of a variety of factors, such as social, economic, cultural, religious, and people's daily life, on the development of the image in this history, or in turn, shows the significance of the image works and the changes in the relationship with the audience through the changes in the image works both at home and abroad. The image works "and" theory "change from opposite states to mutually supportive relationships - how can we analyze and continue to use and develop the theories and methods of cultural or historical perspectives to analyze and develop the technology of the works and the production of the works, to explain, for example," the early shadow of China in the understanding of the global spread of culture today. In the course of the study, after repeated practice and thought, the "context" was selected as a way to restore the culture, politics, and society of the image itself. The environment and flavor of the religion and religion, including its environment, the environment and the environment used, which do not automatically appear in the image itself, and need to be restructured through more in-depth research. This reconfiguration, based on a large number of historical documents, is analyzed and explained with reference to modern vision, communication and other theories. Therefore, the image itself often becomes the theme and frame of historical interpretation, and the two yuan interpretation structure, which is popular in the current history of image or film history, includes works and theories, text (text) and context (context), the audience and the audience of film and television. Not only is the history itself, the history of image must be studied back to the image. The important research object of history itself - image, early image, especially before 1913, whether it is the picture of the static image, the slide lamp, the movie theater, the film and television art of the dynamic image, most have no exact "image" media. The image itself is different from other art categories, such as opera, fine art, literature and so on. Some categories have their own "mass foundation", and in the process of communication, they have their anthropological motivation. The spread of images requires the development of technical means to a certain extent, and the different forms of presentation will occur. Therefore, it often needs the help of his force, especially the more familiar newspapers and periodicals of the early audience as the carrier. As a medium, advertising and other types of media are used as media to achieve the purpose of communication. Therefore, it is the choice of advertising and the choice of images. This article is to lock "advertising" as an important research object and to explore the history of image in the early Chinese film history through the study of the specific content of the image advertising. In the course of the study of the image advertising, this article focuses on the "the longest newspaper in old China", a Chinese commercial newspaper. As a Chinese business newspaper, it has gone through the three dynasties of Guangxu and Xuan Tong in the Qing Dynasty. It also experienced the revolution of 1911, the 54 Movement, the northern expedition, the war of resistance against Japan and the liberation war. On behalf of the oldest Chinese newspaper of the Chinese history, the advertisement in the daily page of "Declaration" occupies at least half of the daily pages. Therefore, this article believes that the advertisement of "Declaration" can help us understand the modern Chinese commercial floating, the image advertisement, its content, design, format, publication, frequency and so on, to study the introduction of foreign films before 1913. And the history of Chinese film has an important reference value. Therefore, this paper takes a lot of time and energy in the process of research, and finds the publication of < declaration > from April 30, 1872 (eleven years of Tongzhi in March 23rd) from April 30, 1872 to September 1913. On the basis of the detailed investigation of the image advertisements and the representative comments that affect the image ads, the purpose of clarifying many fallacies in the history of the film is achieved. At the same time, this article, by using the harrow comb of the numerous historical materials, gradually collate the deep connection between the foreign images and the image widely. It will help to clarify the development of Chinese films, which will have some reference significance for understanding the history of Chinese films or guiding film practice with film theory.

【学位授予单位】：南京艺术学院
【学位级别】：博士
【学位授予年份】：2016
【分类号】：J909.2
，

本文编号：1774935