持相机的摩登女性:早期中国相机广告中的性别、技术与现代性

Modern Women with a Camera:Advertising Gender,Technology and Modernity in Republican China

20世纪20年代的中国见证了现代摄影如何成为一种广泛流行的日常生活实践。这一转变固然得益于不断革新的摄影技术,但是普通人对现代技术的理解和接受还需要进一步的中介和调停,早期的相机广告恰恰扮演了这样一个角色。作为20世纪最成功的摄影技术公司之一,“柯达”在20世纪20—30年代的中国大众媒体上开展了一系列密集的商业营销,其中最引人注目的视觉形象是一群手持照相机的摩登女性。总体而言,借助有关技术和性别的视觉再现,这些广告形象成功地向中产阶级读者传达出一种全新的视觉现代性。但是,对于现代视觉主体来说,现代性一方面充满了愉悦与诱惑,另一方面又带来了焦虑和危机。

The period of 1920s witnessed how the modern art of photography turned into a popular daily practice in China.This relied not only on developments of photographic technology,but also constant intermediation in which commercial advertisement had played a major role.As one of the most successfully and influential photographic companies in the Twentieth Century,the Eastman Kodak Company launched a series of commercial campaign in China,among which a most prominent visual figure was the image of modern women with a camera.With representation of technology and gender,this image managed to instill a n new,mode of visual modernity into its middle-class readers;yet to these modern subjects,modermity was as tempting and joyful,as anxious and risky.