摘要
广告不单单是商业手段,还在潜移默化中对社会文化的塑造产生了重大影响.在近代《申报》广告中,香烟广告占据重要地位,是研究当时上海社会文化的重要史料.选择了英美烟公司旗下的香烟在《申报》上的广告,发现香烟广告对当时上海市民的思想认识、观念产生了深远影响,也积极推动了社会文化的改变.在人们的认知中,香烟逐渐成为品位的象征,使用香烟可以获取身份地位,得到社会的认可;此外,香烟广告也改变了过去人们对香烟不健康的固有印象,香烟也不再仅仅只有社交这一单一功能,而是成为了健康的商品,香烟的作用也更加地广泛;同时,香烟也成为女性争取男女平等,变身摩登女性的象征;不仅如此,香烟的文化内涵也不断扩展,成为人格、希望的象征,可见香烟对上海市民文化的影响之深远.
Abstract
Advertising is not only a commercial means,but also has a great impact on the shaping of social culture.In the modem Shenbao advertisement,cigarette advertisement occupies an important position and is an important histori-cal material to study the social culture of Shanghai at that time.This paper selects the cigarette advertisements of British American Tobacco Company in Shenbao,and finds that the cigarette advertisements had a far-reaching impact on the i-deological understanding and concept of Shanghai citizens at that time,and also actively promoted the change of social culture.In people's cognition,cigarettes have gradually become a symbol of taste.Using cigarettes can obtain identity and status and be recognized by the society;In addition,cigarette advertising has also changed people's inherent im-pression of unhealthy cigarettes in the past.Cigarettes no longer only have the single function of social interaction,but have become healthy commodities,and the role of cigarettes is more extensive;At the same time,cigarettes have be-come a symbol for women to strive for equality between men and women and become modern women;Moreover,the cul-tural connotation of cigarettes has also expanded and become a symbol of personality and hope.It can be seen that ciga-rettes have a far-reaching impact on the citizen culture of Shanghai society.Therefore,it is of great significance to show the impact of cigarette advertising on the citizens of Shanghai at that time.
基金项目
江苏省研究生科研创新计划(KYCX20_2741)
NETL
NSTL
万方数据