战斗,以广告的名义——国货运动中广告的民族主义叙事

Fight,On Behalf of Advertising:the Nationalistic Narration of Advertising in the National Goods Movement

国货运动是二十世纪上半叶爆发的一场旨在推广国货、以拯救中国民族产业的社会运动。在这场运动中,产品广告也采取了独特的形式,被纳入了民族主义的叙事框架,一方面宣扬爱国主义精神,一方面则努力建构民族身份认同。而这也成为民族企业及其所有者提升形象的手段之一。

During the early twentieth century,the National Goods Movement aimed to popularize Chinese goods so as to save Chinese national industry had risen.Advertisement in the campaign adopted special forms,and brought into the nationalistic frame of narration.On the one hand,those advertisements endeavored to express patriotism,on the other hand,they made great efforts shape national identity.What they have done also helped the owner of national enterprises to improve the image of them.