消费与启蒙:电影传入中国之初的广告语境分析(1897—1907)

Consumption and Enlightenment: Contextual Analysis of Film Screenings Advertisementsin the Early Stage of the Introduction of Films in China from 1897 to 1907

1897年,电影第一次在上海放映。第一个10年间的电影广告,对电影的宣传主要集中在三个方面——助游赏、广闻见和开民智。这些宣传语不仅和电影本身的性质有关,也和晚清的文化语境有着密切关系。传统文人的"玩物"心态、修身功夫和教化观念,与清末来自欧美和日本的时尚追求、知识观念和启蒙理想结合起来,造成了这些诉求极为复杂的广告修辞。而广告中所显示的对电影的独特理解,也预示了日后中国本土电影产业的发展道路。

The first film screening in Shanghai dates back to 1897.During the first decade of film screenings in Shanghai,the advertisements of film screenings focused on three aspects:making get-togethers interesting,expanding one’s horizon,and enlightening the people.These aspects are related to the technological features of films,as well as the cultural context of the Late Qing era.The effort of Chinese intellectuals to culture themselves,the concern of the global situation of China at the beginning of the 20th century,and the new conceptions of knowledge and nation from Europe and Japan,explain why films were described this way.The understanding of films in the advertisements indicated how the local film industry would evolve in the future.