民国烟画中的中外烟企广告竞争——基于佛山市博物馆馆藏烟画的思考

Advertising competition between Chinese and foreign cigarette companies in cigarette cards during the Republic of China——Reflections on the collection of Foshan Museum

20世纪上半叶,烟画作为香烟的衍生产品,因制作精美、题材丰富、营销策略巧妙而深受民众喜爱。在竞争中国市场的过程中,中外烟草企业在烟画这一小广告媒介上大展身手,施展宣传策略。中国烟企在烟画上发挥“主场”优势,强化身份意识,号召“挽回利权”,激发爱国热情,稳固消费市场;而外国烟企一方面用异域文化迎合烟民猎奇心态,另方面开展了广泛而深入的市场调研,在烟画发行上采取语言转变、捕捉热点、民俗渗透等策略,烟画广告宣传呈现逐步“本土化”的过程。佛山市博物馆馆藏的8000余枚民国烟画,体现着民国时期中外烟企各具特色的商业策略。

In the first half of the 20th century,as the derivative product of cigarette,cigarette paintings were deeply loved by the Chinese people because of their beautiful printing,rich subject matter and clever marketing strategies.In the process of competing for the Chinese market,Chinese and foreign cigarette companies used propaganda strategies in the cigarette cards which were just small advertising medium.The Chinese companies played their“home court”advantage on the cigarette cards,strengthened the sense of Chinese identity and called for“redeeming our profits”,so as to inspire people’s patriotism and stabilize the consumer market.Foreign companies,on one hand,used exotic cultures to satisfy smokers’curiosity mentality.On the other hand,they carried out extensive and in-depth market research,so as to use the strategies of language change,hot spot capture,as well as folk infiltration.As a result,the propaganda of cigarette cards presented a gradual“localization”process.More than 8000 pieces of cigarette cards of the Republic of China collected by Foshan Museum reflect the distinctive business strategies of Chinese and foreign cigarette companies during the Republic of China.