民国广告与上海现代性社会表征

Advertising in the Republic of China and Social Representation of Modernity in Modern Shanghai

以社会表征理论为视角,阐述了大众媒介在社会表征形成过程中的价值,分析了民国广告的现代性表征与上海社会现代性表征渐行渐进相互建构的关系。认为在民国上海的现代性社会表征建构过程中,民国广告通过女性身体、服饰以及休闲、消费等都市生活表征现代性的同时,形成了消费文化,在上海现代性社会表征形成过程中起到了重要的传播作用,自身也成为了社会表征系统中常驻的工具。

The value of mass media in the process of social representation is expounded, from tne viewpoint of social representation theory. The relationship between the modern representation of advertising in the Republic of China and the gradual construction of social modernity in Shanghai are analyzed. In the process of constructing the modern society of Shanghai in the Republic of China, the advertising has formed a consumption culture through the urbanism of female bodies, costume, relaxation, consumption, and so on. It had a important function of propagate in the forming process of Shanghai modernity society, it became the permanent tool in social representation rools.