1934年《申报》广告中的新生活运动

On the New Life Movement Featured in the Advertisements in Shanghai News in 1934

新生活运动是1934年蒋介石发起的为提高国民生活习惯,改造社会风气的运动,《申报》广告中,很多商家借助政府大力倡导新生活运动的机遇,将自身产品与新生活运动相联系,以达到增加销售量的目的。本文试图以此为切入点,研究这一现象的产生以及对新生活运动的影响。

The New Life Movement was set up by then Chinese Generalissimo Chiang Kai-shek,which aimed at improving the living habits of Chinese nationals and rebuilding the general social ethos.Capitalizing on the opportunities of propagating the New Life Movement advocated by the government,many businessmen advertised their products in Shanghai News,connecting their products with the orientation of the New Life Movement so as to increase the sales.This paper investigates into this phenomenon and explores what impact it had had on the New Life Movement.