民初都市女性形象及社会地位的确立——以1921年《申报》女性广告为例

On Establishment of the Women's New Image and Social Status in Early Republic——Case Study of the Female Ads in the Shen Pao Daily of 1921

1921年《申报》的女性广告塑造了健康、美丽、年轻、时尚的现代都市女性形象,在成为都市消费主体的同时,中国女性开始逐步构建精神层面的现代性。广告对女性形象的运用体现了女性在商业中的工具性价值和消费客体的地位。女性广告同时体现出都市女性构建与现代化相连的家庭生活模式的趋向。但是,女性的社会价值定位单一,仍然延续传统的贤妻良母角色,辛亥革命时期妇女解放运动的成果十分有限。中国女性的最终解放仍然需要社会的整体演进和自身坚持不懈的努力。

The female Ads in the Shen Pao Daily of 1921 show the new feminine images of health, beauty, youth and fashion in the modem city. As the main consumer, women in the modem city begin to construct the spiritual modernity. The female Ads embody female＇s instrumental values and the status of the consumer object, and embody the tendency to women＇s building the modem home life. But women in the modem city are still in the low social values, still playing the role of virtuous wife and good mother. Achievements of women＇ s liberation movement in the Revolution of 1911 are limited, Chinese women＇s liberation still need the whole social progress and women＇s efforts.