图像与观念——民国月份牌中女性图像的身体叙事

Images and Concepts:Body Narrative of Female Images in Calendar Posters during the Republic of China

月份牌是民国时期广告史中重要的视觉图像之一。本文围绕民国时期月份牌中的女性图像,基于身体叙事的视角,通过对图像中女性服饰“象—形—意”的分析,阐释其中所蕴含的社会文化、艺术图像、民众观念三者之间的同构关系。民国时期月份牌中女性图像呈现的服饰变革,确证了服饰是身体的服饰,身体是衣着的载体,传达了近现代民众的日常审美、现代意识与民族意识等观念的变迁。

Calendar images were one of the important visual images in the advertising history of the Republic of China.From the perspective of body narrative,this paper analyzes the "image-form-meaning" of female clothes in calendar images and explains the relationship between social culture,artistic images and public concepts contained in them.Clothes changes shown by these female images demonstrate that bodies are the carrier of clothes and that clothes manifest the vicissitudes of public aesthetics,modern awareness and national awareness in modern and contemporary era.