CAJ | 학술논문

本文使用内容分析法对1912年到1937年《申报》所刊精神消费广告的内容、形式、类型以及营销方式等进行考察，从整体的消费现象着眼，解读这些广告所呈现出的民国初期上海市民精神消费的方式、特征等媒介镜像。研究发现，这一时期民众中存在着观赏式精神消费、参与式精神消费和内生式精神消费三个不同层次，他们通过精神消费塑造着社会角色并实现自我认同，以期寻找情感共鸣、肢体解放，实现精神重塑。
본문사용내용분석법대1912년도1937년《신보》소간정신소비엄고적내용、형식、류형이급영소방식등진행고찰，종정체적소비현상착안，해독저사엄고소정현출적민국초기상해시민정신소비적방식、특정등매개경상。연구발현，저일시기민음중존재착관상식정신소비、삼여식정신소비화내생식정신소비삼개불동층차，타문통과정신소비소조착사회각색병실현자아인동，이기심조정감공명、지체해방，실현정신중소。
This paper studies the contents, forms, types and marketing ways of the spiritual consumption advertisements in Shun Pao （1912 -1937） through content analysis method. Based on the whole consumption phenomena, the paper analyses the style and characteristics of spiritual consumption, which mirrored by these advertisements, of Shanghai citizen in early Republic of China. There were three different levels of spiritual consumption in that period： appreciative spiritual consumption, participantspiritual consumption and self-production spiritual consumption. The citizen shaped the social role and achieved self-identity through the three levels, in order to experience emotional consonance, physical liberation and spiritual remodeling.