《良友》画报洋货广告与上海市民文化变迁(1926-1945)新闻学专业论文.docxVIP

II II THE YOUNG COMPANION`S FOREIGN GOODS ADVERTISING AND THE CHANGE OF SHANGHAI CITIZEN CULTURE(1926—1945) ABSTRACT Foreign goods advertisement , an appellation with regional division implication which has displayed subtle relation of both integration and cut off between modern China and alien culture, carries strong color of western culture and ideology.The advertisement for foreign goods of the young companion is an excellent window to obsert the Shanghai citizens` consumption culture in the period of Republic of China. They not only described the course of common civic culture in Shanghai from local to international ,but also constructed the consuming culture system through discourse promotion and the virtual scene.In this process, the raw material desire of Shanghai citizens was stimulated and expanded rapidly. The Shanghai citizens has accepted and even worshiped western basic necessities and style gradually.Mature foreign goods’ advertisement has created a complex pseudo mirror to spread Western civilization .Although it`s intention was to instill consumer culture to the public, it has migrated the traditional etiquette culture of Shanghai.Finally, the public mental consciousness changed, the changes include the construction of consumerism, humanistic view transition , and the rise of the feminist thought.The most obvious phenomenon was that the Shanghai female group has broken through the concept of Superiority of men and inferiority of women III III and began to struggle for gender equality.But on account of foreign goods advertisements’ strong sense of commercial motives ,the new women has finally become a trademark shelves with active function. KEY WORDS: The Young Companion；Foreign Goods Advertising； Culture of Citizen；Change PAGE PAGE IV 目 录 摘 要 I HYPERLINK \l _bookmark0 ABSTRACT II HYPERLINK \l _bookmark1 第一章 绪论 1 HYPERLINK \l _bookmark2 1.1 研究背景与意义 1 HYPERLINK \l _bookmark3 1.1.1 清末明初画报在上海的崛起 1 HYPERLINK \l _bookmark4 1.2 国内外研究现状综述及概念界定