近代国货服装爱国主义题材广告研究

Research on Patriotic Theme Advertisement of Modern Domestic Clothing

20世纪初,近代民族工商业在与旧中国三座大山的抗争中逐渐发展壮大,在抵制外货、倡导国货的过程中,部分民族企业家敏锐地察觉到广告在商业竞争中带给商品的生命力,并在广告中注入爱国主义元素,以报刊媒体为平台呼吁国民购用国货,使之成为大众的消费潮流。文章主要以上海图书馆馆藏文献为研究对象,论述了近代国货服装广告的兴起,并从文案和画案2个方面对其进行分析,这些国货服装广告在商品推销的同时,积极进行爱国主义宣传,获得了良好的经济效益与社会影响力,凝聚了国人的民族主义情感;这种具有鲜明时代特色的商品促销文化,符合当时法律法规的相关条款,促进了近代中国广告艺术水平的提高和近代国货服装行业的繁荣发展。

At the beginning of the 20 th century,modern national industry and commerce gradually developed and grew in the struggle against the three mountains of old China.In the process of boycotting foreign goods and advocating domestic goods,some national entrepreneurs are keenly aware of the vitality brought by advertisements in commercial competition.Entrepreneurs infuse patriotic elements into advertisements,and actively appeal to citizens to buy and use domestic products with newspapers and media as the platform,and make it a popular consumption trend.This paper mainly analyzes the collection of documents in Shanghai library,discusses the rise of modern domestic clothing advertisements,and analyzes the patriotic clothing advertisements from two aspects:text and image.These domestic clothing advertisements,while promoting commodities,carried out active patriotic propaganda,which obtained good economic benefits and social influence,and agglomerated the nationalist feelings of Chinese people.This kind of product promotion culture with distinctive features of the times,in line with the relevant provisions of the laws and regulations at that time,promoted the improvement of modern Chinese advertising art level,as well as the prosperity and development of modern domestic clothing industry.