本文選題：國貨運動 + 申報　； 參考：《安徽大學(xué)》2010年碩士論文

【摘要】： 1912年,辛亥革命成功刺激下的上海民族資本主義開始快速發(fā)展,并逐漸步入了近代中國工商業(yè)發(fā)展的“黃金時期”。是年,中國近代國貨運動也進入了大力提倡階段。與此同時,身處國貨運動中心的上�！渡陥蟆酚擅褡遒Y產(chǎn)階級的代表史量才接手,開始走上企業(yè)化大報之路。受多種因素的影響,《申報》中出現(xiàn)了一類特殊廣告——國貨廣告,這些廣告中的商品以“國貨”自居,大量運用民族主義話語向國人訴求,提倡國貨消費。結(jié)合社會背景研究這一特殊類型的廣告,揭示1912年到1926年間《申報》廣告與國貨運動的關(guān)系,有助于拓寬廣告史的研究視野,深化近代廣告史的研究。 文章引言部分分析了選題的意義和研究思路、方法。提出結(jié)合時代背景,在民族主義語境下考察《申報》國貨廣告(1912—1926)這一研究命題。研究將以三次國貨運動高潮中《申報》國貨廣告為主要對象,運用廣告學(xué)、歷史學(xué)、符號學(xué)等學(xué)科知識對它們進行分析,重點解析國貨廣告中的民族主義話語,從而探討《申報》廣告與中國近代國貨運動關(guān)系,進一步指出它們在民族國家創(chuàng)建中扮演的角色。 第一章陳述了《申報》國貨廣告產(chǎn)生的背景——國貨運動,從宏觀角度描述了國貨運動與《申報》廣告呼應(yīng)情況。首先陳述了國貨運動的興起和早期發(fā)展(1912—1926)情況,指出了商戰(zhàn)思想和民族主義是支撐國貨運動的核心思想。然后對國貨運動影響下的《申報》廣告作概括性介紹,對國貨廣告的出現(xiàn)、持續(xù)、高潮等宏觀特征作以描述。 第二章梳理了三次國貨運動高潮中的《申報》廣告情況。1915年“二十條”條約的簽訂、1919年五四事件、1925年五卅慘案的爆發(fā)掀起了三次國貨運動高潮。在運動高潮中,國人以抵制洋貨為手段進行政治反抗,同時提倡國貨的呼聲高漲,這種呼聲在《申報》廣告中也迅速表現(xiàn)出來,大量民族企業(yè)的商品在廣告中運用“國貨”標(biāo)簽,采用反帝、愛國等民族主義話語。文章對這三次《申報》國貨廣告高潮深入剖析,從數(shù)量、類型、創(chuàng)意、話語表述等角度進行論述,重點分析了國貨廣告的民族主義話語。 第三章探討了《申報》國貨廣告對國貨運動兩方面的作用。一方面,《申報》廣告通過國家災(zāi)難的呈現(xiàn)、國人責(zé)任、國貨的進步三方面向國人進行提倡國貨消費的輿論動員。另一方面,《申報》廣告通過“國貨”符號的呈現(xiàn)、產(chǎn)品國貨屬性的強調(diào),幫助國人進行國貨識別,配合了國貨運動的具體實施。 文章結(jié)語部分總結(jié)了中國近代國貨運動與《申報》廣告的互動關(guān)系,且進一步闡述了民族主義與《申報》國貨廣告之間的關(guān)系：民族主義影響著國貨廣告的話語表述,使《申報》廣告文化被民族主義化；《申報》廣告又通過民族主義的傳遞,界定消費行為的民族主義內(nèi)涵,從而參與了民族國家的創(chuàng)建。
[Abstract]:In 1912, Shanghai's national capitalism, stimulated by the Revolution of 1911, began to develop rapidly and gradually entered the "golden age" of industrial and commercial development in modern China. This is the year, China's modern Chinese goods movement has also entered a stage of vigorous advocacy. At the same time, the representative of the national bourgeoisie, Shi Liang, took over the declaration of Shanghai, which was in the center of the Chinese goods movement, and began to take the road of turning the newspapers into enterprises. Influenced by many factors, there appears a kind of special advertisement in the "declaration", in which the goods in these advertisements are regarded as "domestic goods", and a large number of nationalistic words are used to appeal to the people to advocate the consumption of domestic goods. Combining with the study of social background, this paper reveals the relationship between advertising and the movement of domestic goods from 1912 to 1926, which is helpful to broaden the research field of advertising history and deepen the study of modern advertising history. The introduction of the article analyzes the significance of the topic and research ideas, methods. In the context of nationalism, the author puts forward the research proposition of "declare" Chinese goods advertisement 1912-1926. The research will take the advertisement of Chinese goods in the climax of the three movements of domestic goods as the main object, analyze them with the knowledge of advertising, history, semiotics and so on, and analyze the nationalist discourse in the advertisement of domestic goods. The relationship between advertisement and modern Chinese goods movement is discussed, and the role they play in the founding of nation-state is further pointed out. The first chapter describes the background of the "declaration" of the production of domestic goods advertising-the movement of domestic goods, from a macro point of view to describe the situation of the "declaration" advertising echo. First, the rise and early development of the movement of domestic goods are stated, and the thought of commercial warfare and nationalism are the core ideas to support the movement of domestic goods. Then, it gives a general introduction to the advertisement under the influence of the movement of domestic goods, and describes the appearance, persistence and climax of the advertisement. The second chapter combs the advertisement situation in the three high tide of the domestic goods movement. The signing of the "Twenty articles" Treaty in 1915, the May 4th incident of 1919, and the outbreak of the tragedy of May 30th in 1925 set off three upsurge of the domestic goods Movement. During the climax of the movement, Chinese people used foreign goods as a means to carry out political resistance, and at the same time, there was an upsurge in calls to advocate for domestic goods. This kind of voice also quickly appeared in the advertisement of the "declaration". A large number of national enterprises use "domestic goods" labels in advertisements, using anti-imperialist, patriotic and other nationalist discourse. In this paper, the author deeply analyzes the three orgasms of "declaration" advertisements, discusses them from the aspects of quantity, type, originality and discourse expression, and analyzes the nationalist discourse of domestic advertisements. The third chapter discusses the function of the advertisement of domestic goods on the movement of domestic goods. On the one hand, advertisements mobilize the public opinion to advocate the consumption of domestic goods through the presentation of national disaster, the responsibility of Chinese people and the progress of domestic goods. On the other hand, through the presentation of the symbol of "domestic goods" and the emphasis on the attributes of domestic products, the advertisement helps people to identify domestic goods and cooperate with the concrete implementation of the domestic goods movement. The conclusion of the article summarizes the interactive relationship between the modern Chinese goods movement and the "declaration" advertisement, and further expounds the relationship between nationalism and the "declaration" advertisement: nationalism influences the discourse expression of the local product advertisement. The advertisement culture is nationalized, and the advertisement defines the nationalistic connotation of the consumption behavior through the transmission of nationalism, thus participating in the establishment of the nation-state.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G219.29;K258

【引證文獻】

相關(guān)碩士學(xué)位論文 前6條

1 徐威;廣告視野下的新生活運動[D];吉林大學(xué);2011年

2 葛麗;二十世紀三十年代上海女性消費的民族主義建構(gòu)[D];華東師范大學(xué);2011年

3 倪慧;《東南日報》商業(yè)廣告研究（1927-1937）[D];浙江大學(xué);2011年

4 黃慶慶;20世紀30年代國貨年運動研究[D];安徽師范大學(xué);2012年

5 李東標(biāo);愛國與商業(yè)的二重奏[D];安徽大學(xué);2013年

6 孟蘊;民國時期廣東國貨運動研究（1928-1938）[D];暨南大學(xué);2013年

，

本文編號：1775454