1927-1937《申报》香烟广告中女性形象的建构

The Construction of Female Image in Cigarette Advertising in 1927-1937

《申报》是近代中国出版最早的报纸之一,其资讯翔实,内容丰富,具有非常重要的史料研究价值。笔者研究的《申报》香烟广告主要选取1927-1937年这段政治、经济、文化发展较为平稳的时期,结合相关社会发展背景,通过把《申报》上的香烟广告的图片及文案进行分类统计,并将香烟广告上女性形象呈现的内、外的特征进行归纳分析后,以社会性别理论为切入点,阐述《申报》上的香烟广告对女性形象的建构。

Shen Pao is one of the earliest newspapers published in modern China.Its information is informative and rich in content,and it has very important historical research value.The Shen Pao cigarette advertisement researched by the author mainly selects the period of political,economic and cultural development during the period from 1927 to 1937,and combines the relevant social development background to classify and collect the pictures and copywriting of cigarette advertisements on the ShenPao.After summarizing and analyzing the internal and external characteristics of female images in cigarette advertisements,the gender theory is used as the starting point to explain the construction of female images in cigarette advertisements on the Shen Pao.