本文選題：影像 + 廣告�。� 參考：《南京藝術學院》2016年博士論文

【摘要】：倘以中國早期自主拍攝的劇情影片——1913年上映的《難夫難妻》為時間起點,向前或向后研究,都有許多歷史學、電影學、社會學的重要課題。在IMDb數據庫里,這部電影是目前可查的最早由中國人自主拍攝的劇情短片,被標注為由張石川、鄭正秋導演,亞細亞影戲公司(Asia FilmTheatre Company)出品。以此為重要的時間節(jié)點往前追溯,《難夫難妻》上映之前的時期,將是內外部因素一齊作用,并最終促生此次拍攝實踐的時期。這段時期,是外國電影的傳入期,也是中國電影的發(fā)生期;是外國電影進入并影響中國的時期,也是中國電影吸取國外經驗,學習、積淀并行的前史;是中國電影兼收并蓄,向各門類演出形式借鑒參考的一段歷程,也是中國電影人由熟悉的演出形式中抽身并同時進行影像創(chuàng)作的醞釀期。因此,1913年以前的影像發(fā)展史,是中國放映和觀摩外國影像的接受史,是外國影像和觀念的傳播史,是具有中國特征的影像的起步史,也是中國本土電影攝制的嘗試史。對1913年以前影像發(fā)展史的研究,若放置在大的歷史研究的范疇來看,剖面眾多,比如,研究社會、經濟、文化、宗教、人們日常生活等多種因素對這段史中影像發(fā)展的影響,或反過來,通過國內外影像作品本身的變化,說明影像作品的意義及與受眾關系的變化。無論采用哪種方式,面臨的一個巨大挑戰(zhàn)都在于,如何把“影像作品”和“理論”從相互對立的狀態(tài)轉變?yōu)橄嗷ブС值年P系——如何能夠既分析作品及催生作品的技術,又能夠繼續(xù)使用和發(fā)展文化意義上或史學角度的理論和方法,去解釋諸如“在當今對文化全球傳播的理解中,中國早期影像還有哪些補充”、“中國電影的發(fā)生,是西方向東方單向流動還是中西方相互影響”這樣的問題。本文在研究的過程中,經過反復實踐和思考,最終選擇了“原境(context)重構”這一方式,從影像本身入手,去還原其所處的文化、政治、社會和宗教的環(huán)境和風味,也包括其所處的科技環(huán)境、使用環(huán)境和被使用環(huán)境,而這些,并不自動顯現于影像本身,而需通過更加深入的研究加以重構。這種重構,基于大量歷史文獻的檢索,同時參照現代的視覺、傳播等理論進行分析和解釋。因此,影像本身往往成為歷史解說的主題和框架,對當前影像史或曰電影史研究中流行的種種二元性解釋結構——包括作品與理論、文本(text)與上下文(context)、受眾與影視受眾的打破。不僅是針對歷史本身,影像史的研究還須回到影像史本身重要的研究對象——影像。早期影像,尤其是1913年以前的影像呈現,無論是靜態(tài)影像的照片、幻燈、影戲,還是動態(tài)影像的影視藝術呈現,多數已無確切的“影像”介質可查。影像本身,又不同于其他藝術門類,如戲曲、美術、文學等,這些門類有其自身的“群眾根基”,在傳播的過程中,先驗地有其人類學的動機。影像的傳播,需要在技術手段發(fā)展到一定程度后,才會發(fā)生其不同的呈現形式,因此,往往需要借助他力,尤其是早期受眾更為熟悉的報刊作為載體,其中的新聞、廣告等平面媒體傳播類型作為介質,一步步達成其傳播目的。因此,是影像選擇了廣告,同時,也是廣告選擇了影像。本文即鎖定“廣告”作為重要的研究對象,通過研究影像廣告的具體內容,完成探索影像史,或曰早期中國電影史的目的。在研究影像廣告的過程中,本文重點研究《申報》這一“舊中國出版時間最長的報紙”。作為一份中文商報,《申報》歷經清朝同治、光緒和宣統三個朝代,又經歷了辛亥革命、五四運動、北伐戰(zhàn)爭、抗日戰(zhàn)爭和解放戰(zhàn)爭等各歷史階段,成為近代中國現存歷史最久的中文報紙�！渡陥蟆返娜粘０婷嬷�,廣告至少占據一半,因此,本文認為,《申報》的廣告可以幫助我們了解中國近代商業(yè)浮沉,其中的影像廣告,其內容、設計、版式、刊例、頻次等的變化,對研究1913年以前的外國電影傳入史和中國電影發(fā)生史,有著重要的參考價值。因此,本文在研究的過程中,花費大量時間精力,逐年逐日逐版的一一查找《申報》自1872年4月30日(清同治十一年三月二十三日)創(chuàng)刊,至1913年9月出現《難夫難妻》放映廣告期間的影像廣告。本文通過對《申報》的影像廣告以及影響影像廣告的代表性言論的詳細考察,達成澄清電影史中諸多謬誤的目的,同時,本文借由對浩繁史料的耙梳,逐漸整理出外國影像傳入中國、中國電影發(fā)生與影像廣告間的深層聯系。希冀本文的一點探索,能夠幫助厘清中國電影發(fā)展脈絡,這對于了解中國電影史,或者用電影理論指導電影實踐,將有著一定借鑒意義。
[Abstract]:In the IMDb database, in the IMDb database, the film is the first feature film to be taken by the Chinese people and was labeled as Zhang Shichuan. Director Zheng Zhengqiu, Asia FilmTheatre Company, which is an important time node to trace back, the period before the release of "hard husband and difficult wife", will be the combination of internal and external factors, and finally to promote the period of the shooting practice. This period is the introduction of foreign films, and the period of Chinese film. It is the time for foreign films to enter and influence China, and it is also the history of Chinese films absorbing foreign experience, learning and accumulating. It is a course of reference for Chinese films to draw lessons from all types of performances, and also a period of brewing of Chinese filmmakers in the form of familiar performances and at the same time making image creation. So, 1913 The history of image development before the year is the history of China's reflection and observation of foreign images, the history of the spread of foreign images and ideas, the starting history of the images with Chinese characteristics, and the history of Chinese local film production. The study of the history of image development before the 1913, if placed in the category of large historical studies, has a large number of sections. For example, the impact of a variety of factors, such as social, economic, cultural, religious, and people's daily life, on the development of the image in this history, or in turn, shows the significance of the image works and the changes in the relationship with the audience through the changes in the image works both at home and abroad. The image works "and" theory "change from opposite states to mutually supportive relationships - how can we analyze and continue to use and develop the theories and methods of cultural or historical perspectives to analyze and develop the technology of the works and the production of the works, to explain, for example," the early shadow of China in the understanding of the global spread of culture today. In the course of the study, after repeated practice and thought, the "context" was selected as a way to restore the culture, politics, and society of the image itself. The environment and flavor of the religion and religion, including its environment, the environment and the environment used, which do not automatically appear in the image itself, and need to be restructured through more in-depth research. This reconfiguration, based on a large number of historical documents, is analyzed and explained with reference to modern vision, communication and other theories. Therefore, the image itself often becomes the theme and frame of historical interpretation, and the two yuan interpretation structure, which is popular in the current history of image or film history, includes works and theories, text (text) and context (context), the audience and the audience of film and television. Not only is the history itself, the history of image must be studied back to the image. The important research object of history itself - image, early image, especially before 1913, whether it is the picture of the static image, the slide lamp, the movie theater, the film and television art of the dynamic image, most have no exact "image" media. The image itself is different from other art categories, such as opera, fine art, literature and so on. Some categories have their own "mass foundation", and in the process of communication, they have their anthropological motivation. The spread of images requires the development of technical means to a certain extent, and the different forms of presentation will occur. Therefore, it often needs the help of his force, especially the more familiar newspapers and periodicals of the early audience as the carrier. As a medium, advertising and other types of media are used as media to achieve the purpose of communication. Therefore, it is the choice of advertising and the choice of images. This article is to lock "advertising" as an important research object and to explore the history of image in the early Chinese film history through the study of the specific content of the image advertising. In the course of the study of the image advertising, this article focuses on the "the longest newspaper in old China", a Chinese commercial newspaper. As a Chinese business newspaper, it has gone through the three dynasties of Guangxu and Xuan Tong in the Qing Dynasty. It also experienced the revolution of 1911, the 54 Movement, the northern expedition, the war of resistance against Japan and the liberation war. On behalf of the oldest Chinese newspaper of the Chinese history, the advertisement in the daily page of "Declaration" occupies at least half of the daily pages. Therefore, this article believes that the advertisement of "Declaration" can help us understand the modern Chinese commercial floating, the image advertisement, its content, design, format, publication, frequency and so on, to study the introduction of foreign films before 1913. And the history of Chinese film has an important reference value. Therefore, this paper takes a lot of time and energy in the process of research, and finds the publication of < declaration > from April 30, 1872 (eleven years of Tongzhi in March 23rd) from April 30, 1872 to September 1913. On the basis of the detailed investigation of the image advertisements and the representative comments that affect the image ads, the purpose of clarifying many fallacies in the history of the film is achieved. At the same time, this article, by using the harrow comb of the numerous historical materials, gradually collate the deep connection between the foreign images and the image widely. It will help to clarify the development of Chinese films, which will have some reference significance for understanding the history of Chinese films or guiding film practice with film theory.

【學位授予單位】：南京藝術學院
【學位級別】：博士
【學位授予年份】：2016
【分類號】：J909.2
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本文編號：1774935