怀旧文化的符号学研究：“双妹”广告中二十世纪三十年代上海文化的复兴
发布时间：2018-11-07 08:24
【摘要】：近年来，随着昆曲热的出现，中国传统文化又再次进入大众视野。在一系列的文化复兴中，民国时期的上海尤其引人关注。怀旧的发生机制决定了它是一个全球化的产物，只能在东西文化碰撞，过去与现在交融的时代产生。然而，学术界还没有从跨文化的角度对此研究的先例。正因如此，作者想在该领域作个尝试。 “双妹”是一个起源于民国上海的化妆品品牌，当时在沪上红极一时。沉匿半个多世纪后再次登陆上海时声势浩大，引来众人关注。值得注意的是，它的广告以两位具有民国风情的女子作为主角，然而细细观赏，她们的妆扮又与当时民国上海摩登女郎的样子并不相同，似乎被故意隐去了女性特质。这样的变化究竟折射出什么样的社会信息？ 在该文中，跨文化交际并不指传统意义上同一时代的不同人群之间的交流，，而是体现在民国时期双妹广告与当代双妹广告中女性形象的区别以及两种形象象征着的文化交流上。作者使用符号学的方法，结合权力与怀旧理论，发现在观看民国与当代双妹广告的时候，上海人特别是上海女性其实正在进行着一场过去与现在，东方与西方的跨文化对话，并且在这个消费文化中塑造着她们的身份认同感。因此，怀旧，身份认同与消费文化就在跨文化的动态发展过程中形成了一幅多姿多彩的图案。
[Abstract]:In recent years, with the emergence of Kun Opera fever, Chinese traditional culture has once again entered the public view. In a series of cultural renaissance, the Republic of China in Shanghai is particularly interesting. Nostalgia mechanism determines that it is a product of globalization, which can only occur in the era of the collision of East and West cultures and the blending of the past and the present. However, there is no precedent for academic research on this issue from a cross-cultural point of view. It is for this reason that the author wants to make an attempt in this field. Shuangmei is a cosmetics brand that originated in Shanghai in the Republic of China. It was a hit in Shanghai at that time. Shen hidden more than half a century after landing again in Shanghai, great momentum, attracted attention. It is worth noting that its advertisement takes two women with the style of the Republic of China as the protagonists. However, when they look closely, their makeup is different from that of the modern women of the Republic of China at that time, and it seems that their feminine characteristics have been deliberately hidden. What kind of social information does such a change reflect? In this paper, cross-cultural communication does not refer to the communication between different groups of people in the same era in the traditional sense, but is embodied in the differences between the female images of the two kinds of advertisements in the Republic of China and the contemporary ones, as well as the cultural exchanges symbolized by the two kinds of images. By using semiotics and combining the theory of power and nostalgia, the author finds that Shanghai people, especially Shanghai women, are actually engaged in a cross-cultural dialogue between the past and the present, between the East and the West, while watching the advertisements of the Republic of China and the contemporary twin sisters. And in this consumer culture shaping their identity. Therefore, nostalgia, identity and consumption culture form a colorful pattern in the process of cross-cultural dynamic development.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030;J524.3
本文编号：2315768
[Abstract]:In recent years, with the emergence of Kun Opera fever, Chinese traditional culture has once again entered the public view. In a series of cultural renaissance, the Republic of China in Shanghai is particularly interesting. Nostalgia mechanism determines that it is a product of globalization, which can only occur in the era of the collision of East and West cultures and the blending of the past and the present. However, there is no precedent for academic research on this issue from a cross-cultural point of view. It is for this reason that the author wants to make an attempt in this field. Shuangmei is a cosmetics brand that originated in Shanghai in the Republic of China. It was a hit in Shanghai at that time. Shen hidden more than half a century after landing again in Shanghai, great momentum, attracted attention. It is worth noting that its advertisement takes two women with the style of the Republic of China as the protagonists. However, when they look closely, their makeup is different from that of the modern women of the Republic of China at that time, and it seems that their feminine characteristics have been deliberately hidden. What kind of social information does such a change reflect? In this paper, cross-cultural communication does not refer to the communication between different groups of people in the same era in the traditional sense, but is embodied in the differences between the female images of the two kinds of advertisements in the Republic of China and the contemporary ones, as well as the cultural exchanges symbolized by the two kinds of images. By using semiotics and combining the theory of power and nostalgia, the author finds that Shanghai people, especially Shanghai women, are actually engaged in a cross-cultural dialogue between the past and the present, between the East and the West, while watching the advertisements of the Republic of China and the contemporary twin sisters. And in this consumer culture shaping their identity. Therefore, nostalgia, identity and consumption culture form a colorful pattern in the process of cross-cultural dynamic development.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030;J524.3
【参考文献】
相关期刊论文 前2条
1 侯舒文;;《杜拉拉升职记》:现代职场的生存体验[J];电影评介;2010年11期
2 张颐武;徐刚;徐勇;;职场文化与都市白领的文学想象——关于职场小说的笔谈[J];艺术评论;2010年01期
本文编号：2315768
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