本文選題：《申報(bào)》 + 美容、化妝品廣告��； 參考：《湖南師范大學(xué)》2011年碩士論文

【摘要】：20世紀(jì)30年代的上海,是一個(gè)令人向往的繁華之地,它的時(shí)尚、它的美以及它所展現(xiàn)的生活方式無不表明它“東方巴黎”的身份。30年代上海的審美文化以及社會(huì)生活與廣告有著千絲萬縷的關(guān)系,它們之間的互動(dòng)體現(xiàn)廣告的文化建構(gòu)作用。 本文選取當(dāng)時(shí)歷時(shí)最久,發(fā)行量較大,具有重大歷史意義的《申報(bào)》作為研究的樣本,探討20世紀(jì)30年代《申報(bào)》美容、化妝品廣告所展示的審美文化以及社會(huì)生活,重在發(fā)現(xiàn)廣告是如何來構(gòu)建審美文化和社會(huì)生活的。通過研究,本文發(fā)現(xiàn)《申報(bào)》廣告通過大量的話語(文字和圖像),構(gòu)建了古典美、時(shí)尚美、陰柔美、健康美四美并存的審美文化,展現(xiàn)了“休閑”和“消費(fèi)”二維觀照下的上海社會(huì)生活。廣告的潛移默化的作用,無時(shí)無刻不在影響著人們的審美觀念和生活方式。 本文分五章進(jìn)行探討,第一章對30年代《申報(bào)》美容、化妝品廣告的定義、表現(xiàn)形式、分類以及刊登的位置做了一番概述,對化妝品的定義進(jìn)行了辨析,提出了香皂、牙膏等在30年代的上海也是化妝品的觀點(diǎn)；第二章對美容、化妝品廣告的訴求對象以及美的訴求方式進(jìn)行了探討,提出了美容、化妝品廣告主要針對女性的特點(diǎn),并總結(jié)出美的四種訴求方式：單刀直入型——直指“美”、旁敲側(cè)擊型——“美”之于愛情、高瞻遠(yuǎn)矚型——名人效應(yīng)、立意高遠(yuǎn)型——科學(xué)和理念；第三章就《申報(bào)》美容、化妝品廣告反映的審美文化進(jìn)行探討,以古典美、時(shí)尚美、陰柔美和健康美為觀察維度,細(xì)致地考察了當(dāng)時(shí)人們的審美觀念,廣告是如何體現(xiàn)和構(gòu)建這些觀念的；第四章就30年代上海的社會(huì)生活做了一番總結(jié),摩登是當(dāng)時(shí)人們追求的方向,在摩登的籠罩下,上海社會(huì)生活在“休閑”和“消費(fèi)”的圖景下呈現(xiàn)豐富多樣的特點(diǎn)；第五章為結(jié)語部分,總結(jié)了《申報(bào)》美容、化妝品廣告對現(xiàn)實(shí)的影響以及廣告的文化建構(gòu)作用。
[Abstract]:Shanghai in the 1930s was a prosperous place for people to yearn for, its fashion, Its beauty and its way of life show that its identity of "Oriental Paris" in the 1930s Shanghai's aesthetic culture and social life and advertising are inextricably related, and their interaction reflects the cultural construction role of advertising. This article selects the longest time, the circulation is large, has the great historical significance as the research sample, discusses the aesthetic culture and the social life displayed by the advertisement of beauty and cosmetics in the 1930s. It is important to find out how advertising constructs aesthetic culture and social life. Through the research, this paper finds that advertisement, through a large number of words (words and images), constructs the aesthetic culture of classical beauty, beauty of time, feminine beauty, beauty of health, etc. It shows the social life of Shanghai under the two-dimensional view of leisure and consumption. The subtle effect of advertising influences people's aesthetic concept and way of life all the time. This paper is divided into five chapters. The first chapter gives an overview of the definition, manifestation, classification and location of cosmetic advertisements in the 1930s. The definition of cosmetics is analyzed, and soap is put forward. Toothpaste was also a cosmetic viewpoint in Shanghai in the 1930s. The second chapter discusses the appeal object of beauty, cosmetic advertising and the way to appeal to beauty, and points out that beauty and cosmetics advertisements are mainly aimed at the characteristics of women. And summed up four kinds of appeal ways of beauty: single knife straight in type-pointing directly at "beauty", "espionage type"-"beauty" to love, visionary type-celebrity effect, high-meaning high-distance type-science and idea; the third chapter is about "declare" beauty, This paper probes into the aesthetic culture reflected by cosmetic advertisements, and takes classical beauty, contemporary beauty, feminine beauty and healthy beauty as the observation dimensions, and makes a careful investigation of the aesthetic concepts of people at that time, and how the advertisements embody and construct these concepts; The fourth chapter summarizes the social life of Shanghai in the 1930s. Modern is the direction that people pursued at that time. Under the cover of modern, the social life in Shanghai presents rich and diverse characteristics under the picture of "leisure" and "consumption". The fifth chapter is the conclusion part, summarizes the beauty, cosmetics advertisement to the reality influence and the advertisement cultural construction function.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：K263;G219.29

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