民国上海报刊广告中的文艺性和商业性表达——以《申报》为例

Literary Characteristic and Commercial Expression of Shanghai Newspapers' Advertisements in the Republic of China:Take Shen Bao as an Example

五四新文化运动之后,上海报刊广告中散文体、书信体、小说体、说明文体、诗歌体、议论文体等竞相呈现,海派文化艺术特色明显。上海发达的工商业环境、文化人才的聚集、市民社会的成长,为报刊广告的发展提供了坚实的经济、文化、社会基础。在商业性表达中,民国上海报刊广告处处体现着现代化的生活方式,昭示着中国民族主义意识的增强。由是,报刊广告作为一种重要的都市日常生活内容呈现在人们面前。报刊广告的日常性本质上源自时代性与延续性的结合,具体表现为科学性与人文性的结合,尤其是实用性和趣味性的结合。

A lot of Shanghai newspapers＇ advertisements were similar to prose, letters, novels, poerrLs, essays, or expository writing after the New Culture Movement. All kinds of bodies were booming. Shanghai culture features of the arts were obvious. The development of business environment, the gathering of cultural talent, the growth of civil society in Shanghai provided solid economic, cultural and social foundations. In commercial expression, Shanghai newspapers＇ advertisements embodied the modem way of life everywhere, showed the awareness of Chinese nationalism. So, as one kind of important content of urban daily life, newspaper advertisements stood in front of people. Fundamentally, the daily characteristic comes from the combination of times and continuity. Specifically, it reflected the combination of scientificity and humanity, especially the combination of practicality and interestingness.