和着战争的节拍——从商业广告看日本的战争体制与战争狂热

Following the Pace of the War——Analysis of the War Institution of the Japan and War Fever of the Japan from Business Advertises

1941年12月,日军偷袭美国海军基地珍珠港,并向美英等国宣战,太平洋战争爆发。日军在太平洋战场"绪战"的胜利,促成其国内新一轮战争狂热。广告作为商品营销的重要手段,也和着战争的节拍,把与民众生活相关的东西和"大东亚共存共荣圈"生拉硬扯地联在一起,形成"战争广告"。报纸是刊登商业广告的重要载体,日本主要报刊的"战争广告"从1941年12月上旬到1942年1月底形成高潮,与战争狂热相始终。本文以号称"不偏不倚"的《朝日新闻》所刊登的"战争广告"为对象,分析这些商业广告的内容、形式、特征等,探究商业广告在鼓动战争情绪、煽动后方支援中的作用,研究太平洋战争初期日本社会实态,进而探讨"举国一致"战争体制的危害。

On December 1941,the Pacific War broke out as the Japanese army launched a surprise attack on US Navy Base in Pearl Harbor,declaring war against the US,the UK and other Western countries. The initial victory in Pacific Theater led to a new round of fever for war in Japan. As an important means of product marketing,advertisements reluctantly connected product effectiveness that people care about with ＂Greater East Asia Co-Prosperity Sphere＂as war proceeded,thus forming＂advertisements for war＂. Major newspapers of Japan were important carrier of commercial advertisements,on which＂advertisements for war＂went through a substantial decrease in late January,1942 with the rise and fall of wars. This paper takes＂advertisements for war＂on the so-called impartial Asahi Shimbun as the research object and analyses the contents,the forms and the characters of its commercial advertisements with an aim to explore their functions in inciting wars and rear support so as to reveal the social state of Japan during the initial stage of the Pacific War and probe into the harm of an＂unanimous＂war system.