贾鉴潘军平上海近代商业广告的民族情感想象.docVIP

上海近代商业广告的民族情感想象 摘要 上海近代广告的产生和发展具有鲜明的民族特色，它是新式商业经营方式演变趋新的产物，与众多报刊杂志以及其他各种新型传播媒体的出现相辅相成，也与西方商业文化在中国的广泛传播紧密相连。在近代中国特定的历史背景下，很多华商巧妙的利用了“民族”为口号来替自己的产品作宣传，并且在与外国资本进行激烈竞争时获得很大的认同感和支持力，取得了非常好的效果。尤其是上海作为一个开放的港口城市，在其商业经济壮大的发展过程中这种情况尤其普遍。所以，在广告中运用“民族”这一概念可以说是近代广告一个十分显著的特征。此举不仅大力推动了近代本国经济的巨大发展，优秀民族企业的茁壮成长，而且对于民族思想的传播以及政治方面也起了很好的促进作用。当然有利必有弊，消极因素总是存在着的，但是总的来说，还是利大于弊。 Abstract The creation and development of Shanghai advertisement in modern age have the clear special features of race, it is an emergence that modern style business operate the way turn in to tend the new outcome, complement with numerous newspapers and magazines and other every kind of new spread medium, and also connects closely with western business culture extensive spread at China. Under the particular history background of China in modern age, a lot of the company of Chinese exploited skillfully with race as a slogan to promote for their own product, and at proceed with foreign capital the fierce competition hour winning large approbation and support, obtain a very nice result. Particularly Shanghai was used as a port for open city, in its business economy strengthen of development process this kind of circumstance is particularly widespread. So, make use of the race could be said was a clear characteristic all in advertisement in modern age. This undertaking not only pushed strongly our country economic development in modern age, excellent race business enterprise of healthy and strong grows up, but also thoughts to the race of spread and the political aspect also has the good promoting function. It is certainly beneficial to there is fraud necessarily, the negative factor always exists, but total to say, still over and above fraud in benefit. 关键词：近代广告，民族，经济，政治 绪论 因为有着得天独厚的地理环境、奇特的人口组成以及租界林立文化交杂的社会现状，近代的上海可以说是外国资本家垂涎欲滴的一块风水宝地。经过事先的调查刺探，上海这个货运量巨大的黄金口岸逐渐成了资本家们进入中国牟取利益的必争之地和首要入驻点，带有殖民地性质的进出口贸易和与之直接关联的国内转口贸易随之也得到了迅猛的发展。 而且自从“五口通商”以后，欧风美雨更是强烈的吹进中国，令国人目不暇接，眼花缭乱的看到了类似于轮船、火车、香烟、肥皂等等新鲜事物，从重工业产品到日常用品，不一而足。这些西方文明的物质载体飘洋