触我春愁偏婉转,撩他离绪更缠绵——试论30年代上海的月份牌

They Softly Touch the Spring Sorrow in My BosomAnd Gently Stir the Longings in Her Heart——A Study of Calendar-picture in 1930s' Shanghai

当下生活与上世纪 30年代沪上生活的交感共振 ,使得打着“怀旧”招牌的月份牌重新受到了欢迎。为了谋求更大的商业利润 ,月份牌广告准确地把脉了当时市民的心理 ,并给人们描绘并许诺出一种富足而悠闲的“美好生活”图景 ,这种“美好生活”又是通过“美女”主角来供人们展开想象的。这其中的美女的眼角眉梢充满了卖弄风情的挑逗的同时 ,手中不忘拿本书卷 ,及时地表明了她们是并不仅卖弄风情的 ,还有着不凡的气质和内涵 ,虽脱胎于清纯的“女学生” ,但又不甘于 ,或不被甘心于做严肃的女学生的女子。

Because the living condition today in Shanghai is similar as that in the 1930s, calendar-picture in the name of the reminisce is welcomed by people again. In order to maintain greater commercial profit, the calendar-picture maker accurately understands the citizen's mind, then describes a well-off and leisure life in this special advertisement. The protagonist of calendar-picture is the beauty whose face is always filled with flirting smile and whose hand holds a poem collection indicating she not only shows off flirtation but also has some comprehensive mold. And the beauty in calendar-picture is originated from the pure high school girl who is not willing to be a student and is expected not to be a student by others at the same time.