【摘要】：近年來，隨著昆曲熱的出現(xiàn)，中國傳統(tǒng)文化又再次進(jìn)入大眾視野。在一系列的文化復(fù)興中，民國時期的上海尤其引人關(guān)注。懷舊的發(fā)生機制決定了它是一個全球化的產(chǎn)物，只能在東西文化碰撞，過去與現(xiàn)在交融的時代產(chǎn)生。然而，學(xué)術(shù)界還沒有從跨文化的角度對此研究的先例。正因如此，作者想在該領(lǐng)域作個嘗試。 “雙妹”是一個起源于民國上海的化妝品品牌，當(dāng)時在滬上紅極一時。沉匿半個多世紀(jì)后再次登陸上海時聲勢浩大，引來眾人關(guān)注。值得注意的是，它的廣告以兩位具有民國風(fēng)情的女子作為主角，然而細(xì)細(xì)觀賞，她們的妝扮又與當(dāng)時民國上海摩登女郎的樣子并不相同，似乎被故意隱去了女性特質(zhì)。這樣的變化究竟折射出什么樣的社會信息？ 在該文中，跨文化交際并不指傳統(tǒng)意義上同一時代的不同人群之間的交流，，而是體現(xiàn)在民國時期雙妹廣告與當(dāng)代雙妹廣告中女性形象的區(qū)別以及兩種形象象征著的文化交流上。作者使用符號學(xué)的方法，結(jié)合權(quán)力與懷舊理論，發(fā)現(xiàn)在觀看民國與當(dāng)代雙妹廣告的時候，上海人特別是上海女性其實正在進(jìn)行著一場過去與現(xiàn)在，東方與西方的跨文化對話，并且在這個消費文化中塑造著她們的身份認(rèn)同感。因此，懷舊，身份認(rèn)同與消費文化就在跨文化的動態(tài)發(fā)展過程中形成了一幅多姿多彩的圖案。
[Abstract]:In recent years, with the emergence of Kun Opera fever, Chinese traditional culture has once again entered the public view. In a series of cultural renaissance, the Republic of China in Shanghai is particularly interesting. Nostalgia mechanism determines that it is a product of globalization, which can only occur in the era of the collision of East and West cultures and the blending of the past and the present. However, there is no precedent for academic research on this issue from a cross-cultural point of view. It is for this reason that the author wants to make an attempt in this field. Shuangmei is a cosmetics brand that originated in Shanghai in the Republic of China. It was a hit in Shanghai at that time. Shen hidden more than half a century after landing again in Shanghai, great momentum, attracted attention. It is worth noting that its advertisement takes two women with the style of the Republic of China as the protagonists. However, when they look closely, their makeup is different from that of the modern women of the Republic of China at that time, and it seems that their feminine characteristics have been deliberately hidden. What kind of social information does such a change reflect? In this paper, cross-cultural communication does not refer to the communication between different groups of people in the same era in the traditional sense, but is embodied in the differences between the female images of the two kinds of advertisements in the Republic of China and the contemporary ones, as well as the cultural exchanges symbolized by the two kinds of images. By using semiotics and combining the theory of power and nostalgia, the author finds that Shanghai people, especially Shanghai women, are actually engaged in a cross-cultural dialogue between the past and the present, between the East and the West, while watching the advertisements of the Republic of China and the contemporary twin sisters. And in this consumer culture shaping their identity. Therefore, nostalgia, identity and consumption culture form a colorful pattern in the process of cross-cultural dynamic development.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：H030;J524.3

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