文章摘要
常冰瑜.民国烟标人物图像嬗变的性别话语研究[J].包装工程,2025,46(2):303-310, 376.
民国烟标人物图像嬗变的性别话语研究
Construction of Gender Discourse in Image Evolution of Cigarette Logo in the Republic of China
投稿时间:2024-08-01  
DOI:10.19554/j.cnki.1001-3563.2025.02.027
中文关键词: 民国  烟标  人物图像  女性主义  性别话语
英文关键词: The Republic of China  smoke mark  character image  feminism  gender discourse
基金项目:2024年晋中文化生态研究中心非遗专项研究项目(FYZX202409)
作者单位
常冰瑜 东南大学南京 210096
晋中学院山西 晋中 030619 
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中文摘要:
      目的 对民国时期烟标图像中两性人物图像的演变展开研究和分析。方法 通过对烟标图像中的两性人物形象进行爬梳,以烟标图像作为时代审美的物质媒介,从符号学、图像学的角度阐述民国时期烟标人物图像所呈现的性别角色特质、文化观念冲突与时代审美转变。结果 民国烟标图像在多元思潮下发生着人物图像风格的嬗变,其中“女性主义”图像题材出现萌芽,男性图像题材由传统道德符号向“洋绅士”转变。结论 民国烟标图像中对人物性别形象的选取及塑造,在时代运动思潮及消费主义意识形态的双重推动下,烟标图像作为时尚、消费的风向,成为被大众接受的传播中介,从而借助方寸间的烟标图像及其性别语义变迁,涵纳与折射出一个时代的审美动向与文化思潮。而烟标性别话语建构的深层原因又分为利益驱使下的符号塑造、经济困局下的观念引导,以及权威挑战下的性别焦虑三个层面,并最终指向社会生活中两性观念的现实表达,即对两性“理想形象”和“理想生活”的构建。
英文摘要:
      The work aims to study and analyze the evolution of gender characters in tobacco label images during the Republic of China. Through the climbing of the gender images of tobacco labels, and with the images of tobacco labels as the material media of aesthetic times, the characteristics of gender roles, the conflict of cultural ideas and the aesthetic changes of the times presented by the images of tobacco labels in the Republic of China were expounded from the perspectives of semiotics and iconography. It was found that under the multi-ideological trend of the Republic of China, the image style of figures changed, among which the "feminist" image theme emerged, and the male image theme changed from the traditional moral symbol to the "western gentleman". The selection and shaping of gender images of cigarette labels in the Republic of China, driven by the zeitgeist trend of thought and consumerism ideology, making cigarette label images, as the trend of fashion and consumption, become the medium of communication accepted by the public, thus containing and reflecting the aesthetic trend and cultural trend of an era with the help of the changes of cigarette label images and their gender semantics. The deep reasons for the construction of gender discourse in cigarette labels can be divided into three levels:symbol shaping driven by interests, conceptual guidance under economic difficulties, and gender anxiety under authority challenge, and finally points to the realistic expression of the concept of gender in social life, namely the construction of the "ideal image" and "ideal life" of both sexes.
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