试析《广州民国日报》香烟广告的时代特色

On the Time Characteristics of Cigarette Advertisements in“Guangzhou Republic Daily”

20世纪20年代的广州,是中国政治、文化生态最繁盛、活跃的地方。在革命、反帝救国等时代话语的关照下,身处其中的《广州民国日报》(1924—1927)香烟广告成就了一种深受时局影响的媒介文化样式。具体而论,《广州民国日报》(1924—1927)香烟广告语借用古语、谚语、成语等入文,套用古典诗词格式进行创作,具有"文白相间"的特点;广告图片在传递时代意义与创造"虚幻价值"的过程中呈现多重性表达的特点;广告策略具有政治化诠释与互动性传播的特点。

In the late 1920 s,Guangzhou was the area where China's political,cultural ecology were the most prosperous and active. Under the care of era discourses as revolution and anti-imperialist,cigarette advertisements in 'Guangzhou Republic Daily'( 1924-1927) have accomplished one kind of media culture style influenced by the political situation at that time. Specifically speaking,cigarette advertising slogans in'Guangzhou Republic Daily'( 1924-1927) have borrowed the old saying,proverbs and idioms,paraphrased the format of classical poetry to create,so as to perform the Mixing by the classic-style expressions( CS) and oral-style expressions( OS); the advertising images have performed the characteristics of multiple expression in the process of transmitting the times value and creating 'fantasy value';the advertising strategy has the characteristics of political interpretation and interactive communication.