《东方杂志》广告研究（1904-1948）

Abstract

摘 要 杂志广告作为一种基本的广告形式，承载着对历史现实的记录见证功能，反映着一定历史时期的经济形式、社会生活、价值观念等方面的变化。因此，杂志广告研究成为历史学、传播学、社会学等学科研究的重要方向。1904年 3 月 11 日创办于上海的《东方杂志》，由商务印书馆编辑发行，1948 年底终刊，期间跨越了清末风云、民国初创、新文化运动吐故纳新、国民政府建设、日本侵华、国共内战等重大历史时期，内容涉及极为广泛，真实的反映了 20世纪上半叶中国社会的发展历程，具有极高的研究价值，被称为“杂志的杂志”。作为报纸和杂志正式从名称到形式分家而具有里程碑意义的刊物，《东方杂志》从创刊开始就刊登有广告，其广告代表着旧中国杂志广告衍生发展变化的轨迹。另一方面，近代上海的广告业是“清末民初的孕育，二十年代的发展，三十年代的全貌，四十年代的衰落。”《东方杂志》广告所经历的历史跨度和近代上海广告的起伏相契合，由此也可以被看作为近代上海广告的缩影。 本论文以《东方杂志》广告为研究对象，分三个层面展开研究：首先，基于该杂志的相关史料，建构《东方杂志》的媒介生态，解析该杂志的广告经营理念与经营特色。其次，以所收集的近一万幅广告为研究样本，按照晚清末年、清末民初、20年代、30年代至全面抗战爆发、全面抗战爆发直至停刊五个阶段进行实证研究，从广告版式设计、广告创意表现等方面对《东方杂志》的广告本体进行分析，梳理其发展脉络，可以看到“随着时代的进步、报刊业的发展，近代杂志广告的现代形态逐渐由蒙昧到清晰”的发展过程。再者，以《东方杂志》广告的视角对所其承载的上海工商业与出版业发展、社会文化转型、时代发展进程作全观描述，以衣、食、住、行、休闲娱乐、工作学习等解析广告对消费文化的引导，观照上海现代生活的表象；分析《东方杂志》广告所承载的文化功能，诠释现代化进程中的文化观念变迁。 本论文的结论在于：《东方杂志》广告是杂志广告现代形态演进的缩影，其广告品类、广告版面、广告内容及创意手法的发展，既是当时经济发展的晴雨表，也是当时政治形式、文化运动的表征；《东方杂志》广告视野下观照了当时以上海为代表的中国现代化追求：经济上工业化的曲折、社会上城市化的进程、文化上世俗化的开展。 本论文的创新在于：以社会学与广告学的视野切入到《东方杂志》这块处女地的文献开发，在广告史的研究上补充了新的史料，丰富近现代广告史的研究成果，具有开创性。与此同时，以《东方杂志》广告等作为本研究的基本史料，以其它反映上海现代化相关史料作为辅助，通过解构史料从而建构近现代上海现代化进程中的经济发展、城市风貌、时人生活、文化变迁，拓展近现代杂志的研究对象与研究方法，展示了广告承载的文化功能与社会功能，为当代广告业的发展提供了借鉴。

Abstract As a primary form of advertisement, the magazine ads function as the recorder and witness of the history, reflecting the change of economic shape, social life, and values etc. during a specific historical period, therefore the examination on advertisement has become one of the favorite subjects for history, communication study, sociology and other social sciences. “The Orient Magazine” was founded on March 11, 1904 and closed at the end of 1948. It was edited and published by The Commercial Press, and it had gone through important periods like late Qing Dynasty, the early Republic of China, the New Culture Movement, the National Government, the Invasion of Japanese, and the Civil War, and so on. It had involved extremely rich materials, vividly reflecting the vicissitudes of the first half of 20th century. And it is called “the Magazine of magazines” due to its high research value. As a monumental magazine which was derived from newspapers, the Orient Magazine had been publishing advertisements since its early days of existence, from which we can trace the development of magazine ads in older China. On the other hand, the advertising industry in modern Shanghai could be summarized as “conceived in the last Qing and early Republic, developed in the 20s, consummated in the 30s, and ended in the 40s.” And the Orient Magazine’s advertising history was overlapping with the ups and downs of modern Shanghai’s advertising history, which could be regarded as the epitome of the latter. This dissertation would focus on the advertisements on the Orient Magazine, and expound the study from three dimensions: first, based on the related historical materials of this magazine, we will construct its media ecology and analyze its management principles and characteristics of advertisement. Next, we divide over 10000 advertising samples into five groups in accordance with the five historical periods of late Qing Dynasty, early Republic, the 20s, the 30s, and the Japanese Occupation till its close, and then empirically examine these samples from the perspectives of advertising format design and creative expression and other aspects, from which we comb its developing venation and find that “the pattern of the modern magazine advertisements has come out of the obscuration and become clearer as the times’ advance and press’s development.” Secondly, we will give a panoramic investigation of the industry, business, press, social and cultural transformation in modern Shanghai from the perspective of the advertisements on the Orient Magazine. Focusing on the clothing, food, lodge, transportation, entertainment, work, and learning, we explore how the advertisements would lead the consuming culture and examine the phenomena of Shanghai’s modern life. And we would also annotate the vicissitudes of cultural conceptions during the course of modernization while analyzing the advertisements’ cultural function. And this study concludes that the advertising on the Orient Magazine is the miniature of modern magazine advertisements, and that it’s development on advertising categories, formats, contents and creative tactics could be taken as the barometer of economic development and the characterization of the political shape and cultural movements then. And the advertisements on the Orient Magazine mirror the Shanghai’s pursuit of modernization: the economic winding of industrialization, the social progress of urbanization, and the cultural unfolding of secularization. The original points of this study are as follow, we explore the primary materials of the Orient Magazine from the perspectives of sociology and advertising study. Some new materials have been added to the study of advertising history and this study has been enriched. In the meanwhile, based the rich advertising samples from the Orient Magazine, coupled with other historical materials, we deconstruct and construct Shanghai’s economic developments, urban features, social life, cultural vicissitudes during the course of modernization, having enlarged the research range and enriched the research methods of modern magazines, and having displayed the cultural and social functions carried by advertisements and shed some lights for contemporary advertising industry.

学位：文学博士

院系专业：新闻传播学院广告学系_传播学

学号：31920090153681