民国广告与上海市民文化

Advertisingin the Republic of China and Civil Culture of Shanghai

研究了上海民国时期广告在市民文化变迁中的作用。认为广告的文化生产虽然只是广告全部价值的一部分,但是其通过影响人们生活和消费方式产生的价值是显著的。广告的文化生产构成了大众文化、都市文化的重要部分。因此,广告的发展很大程度上影响了民国时期上海市民文化的走向,促进了新的文化意识的产生。

The effect of advertizing in Shanghai during the period of the Republic of China on the changing of civil culture is studied. It is considered that, although the cultural production is only part of the full value of advertising, but its value by affecting the way people live and consumption is remarkable. The cultural production of advertising constitutes an important part of popular culture, urban culture. Therefore, the development of advertising to a large extent influenced the civil culture of Shanghai during the period of the Republic of China, and promoted a new generation of cultural awareness.