中国近现代广告文化的演变

Development of Chinese modern advertisement culture

近现代社会的中国广告文化既透射着传统文化精神,又流溢着现代性的光彩,呈现出与以往不同的新质。广告中的现代消费文化观念和女性文化意识,反映了近现代社会文化的嬗变及其对广告的影响;广告中反对侵略、抵制日货的诉求,反映了广告文化对社会主潮、公共话语的迎合与呼应;而广告所绘制的历史故事、文化故事、民间传说等,使商业广告成为一种传播传统文化的载体。广告文化的演变说明了广告文化具有与社会文化同律动的特点。

The Chinese modern advertisement culture reflects not only the traditional culture, but also the spirits of modern times. So it has some new different qualities. The culture of consumption and women in some advertisements is the reflection of the development of the modern social culture and its influence. The spirits of opposing aggression and boycotting Japanese goods reflect that the advertisement culture also caters to the dominative ideas in the society and the public subjects. And the history stories, culture stories and legends in advertisements indicate that the commercial advertisement has become one of the forms of disseminating traditional culture. So the development of the advertisement culture shows that it also develops with social culture.