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20世纪二三十年代的上海,十里洋场,西方的消费主义文化随着殖民统治来到上海,并通过女性广告成功塑造了当时的社会主流价值观——消费主义价值观,女性广告的内容及形式根据消费社会的需要而设定,女性广告与消费社会形成相互建构的互动关系。而在城市消费文化建成的过程中,女性沦为全社会凝视的对象,名妓曾成为当时“新女性”形象的代表。这时期的女性普遍处于一种矛盾的情境之中:一方面其积极排斥传统意义下对男性的依赖,而另一方面,其又通过更加广泛的依赖(包括男性、女性与媒体)完成身份的建构。
In the 1920s and 1930s, the consumerism culture in Shanghai, Shanghai and the West came to Shanghai with the colonial rule and succeeded in shaping the prevailing social values of the time - the values of consumerism and the content and formal basis of women’s advertisements Consumer needs and social settings, women’s advertising and consumer society to form mutual interaction between the constructive. In the course of the construction of urban consumer culture, women became the objects of the whole society, and the courtesans became representatives of the “new women” at that time. Women in this period are generally in a paradoxical situation: on the one hand, they actively reject the dependence on men in the traditional sense, and on the other hand, they complete their identities through more extensive reliance (including men, women and the media) Constructed.