摘要
近代以来,“离婚”与“广告”作为古已有之的汉语词汇,通过从西方现代思想与观念中汲取文化资源与动力,实现了自身内涵及外延的丰富、扩展与更新,成为现代新词。而“离婚”与“广告”在近代中国社会的结合不仅生成了一种“协议离婚”的实践形式,更在客观上推动了“自由离婚”观念的建立与普及。本文以近代报刊上的离婚广告为考察中心,尝试勾勒离婚广告诞生与流行的社会文化轮廓,并通过细读时人围绕“离婚”以及“离婚广告”的种种论述,以揭示离婚广告与“自由离婚”话语之间复杂缠绕的关系,探究广告在“离婚”意识与观念日常化过程中发挥的功能价值,进而探讨离婚广告对于现代公益广告生成的历史意义,以及其对中国社会现代转型的文化影响。
Since modern times, “divorce” and “advertising” as ancient Chinese words, by means of absorbing cultural resources and power from western modern ideas and concepts, realized the enrichment, expansion and renewal of its own connotation and denotation and became modern neologisms. “Divorce” integrating with “advertising” in modern china not only produced a form of divorce by agreement, but also promoted the establishment and popularization of the concept of “free divorce”. This article is going to focus on the divorce advertisements which were published in the modern press to try to reconstruct the social and cultural context of the generation and popularity of divorce advertisements. In addition, by means of going through various narrations of “divorce”and “divorce advertising”, it aims to reveal the complicated relationship between divorce advertisements and the discourse of "free divorce”, explore the function and value of advertising in the process of the consciousness and concepts of “divorce”becoming ordinary, discuss the historical significance of divorce advertising for the construction of modern public service advertising, and its cultural influence on modern transformation of chinese society.
作者
陶然
Tao Ran(School of Chinese Language and Literature,South China Normal University,Guangzhou,510631)
出处
《现代广告》
2022年第8期33-40,共8页
Modern Advertising
关键词
离婚广告
自由离婚
公益广告
divorce advertising
free divorce
public service advertising