Analysis And Construction Of The Social Life Of Modern Shanghai Citizens

As a special culture, advertisement is the face of human society. As the biggest paper in modern Shanghai, Shun Pao had most readers, greatest influenceand richest ads. The Shun Pao ads (1927-1937) witnessed and shaped ,tosome extent, the social life of Shanghai citizens. The social life of modern Shanghai varied from traditional one to quasi-modern one. And influenced by the commercial atmosphere and money rule, old Shanghai citizens grew rational spirits to realize the rationalism of individuals and society. They focused on benefit, knowledge and law. They respected women and kept personal distances. Also they themselves became the aims of realistic benefits, which brought them life-boring feeling. To come out of this situation, they resorted to material approaches and dancing halls met their demands, outlet their unsatisfaction of life by their special air, operating mechanism and psychological hints. And those who failed to adapt themselves went to suffer from spiritual insanity and self-suicide, as reflected the inharmony of individuals and society. Among all the reasons, the unbalance of the three aspects building social life resulted in the unbalance of Shanghai citizens' social life. Only under the circumstances of balance of time and space, rationalism and sensibility, tradition and modernization, could Shanghai citizens live a stable and harmonious life, get social-belonging feeling and promote the advancement of society.