新史学语境下的广告史研究——近年海外中国广告史研究的四种视角

History of Advertising: in the Context of New History: Four Perspectives of Overseas Chinese Advertising History Research in Recent Years

21世纪以来,受新史学趋势的影响,经济史、商业史、文化史等研究领域的兴起,逐渐为广告史研究提供了新的发展契机。在西方,有关中国广告史的研究成果的数量不断积累,引发了广告本体研究的新的学术潮流。本文是对高家龙《中华药商:中国和东南亚的消费文化》、科大卫《近代中国商业的发展》、芮哲非《谷腾堡在上海:中国印刷资本业的发展(1876-1937)》和卞历南《制度变迁的逻辑》这四部符合上述学术趋势的有代表性的研究著作的体例和方法等进行的学术史剖析。文章提出,以这四部著作为代表的海外中国广告史研究新视角,在很大程度上克服了以文化研究为代表的研究范式对于广告的商业本质及其经济属性论述不足的弊端,体现出研究者对广告本体的了解和对生产过程的深度介入,而这种转变的背后显示出研究者对于广告自身特点的尊重。

According to the academic trend of new history,overseas Chinese advertising history studies have begun to expand into fields such as economic history and business history since the beginning of 21^(st) century.As the accumulation of research results,it has triggered a new academic trend of advertising internal study.This paper is an intellectual and historical analysis of the styles and methodology of the four representative research works:Chinese Medicine Men by Sherman Cochran,China and Capitalism:A History of Business Enterprise in Modern China by David FAURE,Gutenberg in Shanghai:Chinese Print Capitalism 1876-1937 by Christopher A.Reed,and The Making of the State Enterprise System in Modern China by Morris L.Bian.These four monographs show the academic trend above.The author proposes that the overseas Chinese advertising history research paradigm represented by these four books largely overcomes the fault about the lack of the commercial and economic nature by cultural studies,and reflects the understanding the ontology of advertising and its producing process.This change manifests the researchers'respect for the characteristics of advertising as a way of marketing.