| As a mass media,advertising functions as a media mirror,recording the process of Shanghai society from tradition to modernity.As a coastal port city,Shanghai showed a prosperous scene after the opening of the port with the influx of Western goods and culture.With the development of society and the commercial economy,the city’s publishing industry also saw a boom.The women’s periodicals in Shanghai showed great vitality during this period.With the aim of "enhancing the beautiful life of women and promoting the noble entertainment of society",Linglong was dedicated to providing a space for women’s voices,fighting for women’s rights and shaping new life for women,and was loved by female readers.In Shanghai during the Republican era,Western lifestyle and products gradually entered the lives of "modern" women as a result of cultural exchanges and collisions between China and the West,and advertisements played an important role in the process of promoting new products and new culture.By promoting new products,thereby publicizing new lifestyles,advocating new life concepts and leading modern fashion for urban women,the advertisement of "Linglong" magazine constructs a beautiful picture of new modern women in the city in a three-dimensional and vivid way,and creates a sample of modern life for women by means of illustration and text.The women in the advertisement of "Linglong" magazine are fashionable and modern women who know how to live and relax,dress well,pay attention to hygiene and health,and are learned women,as well as good wives and mothers who take care of the whole family and take care of household chores.The construction of women’s image in advertisements provides women with various ways to identify with their bodies.This paper is divided into four parts,using the methods of documentary analysis,case study analysis,and content analysis.The first part is the introduction,which mainly introduces the research ideas and significance of the study,and the research innovation.The second part is to introduce the background and content of the creation of Linglong magazine and the overview of advertising in Linglong magazine.The third part is the focus of the whole text,which analyzes the advertisements for female audiences,the images and words of women in the advertisements of Linglong magazine,and summarizes and organizes the images of women constructed by the advertisements of Linglong.The fourth part explores the contradictory characteristics of the female images constructed by Linglong’s advertisements and points out the negative effects of the advertisements on women’s consumption.In conclusion,Linglong magazine disseminates a lot of western lifestyle,fashion and aesthetic standards and hygiene and health concepts to female readers,and constructs an ideal visual image of "modern" women. |
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