Reading Shenbao Nationalism, Consumerism and Individuality in China
Through a study of the readership of the most popular commercial daily newspaper in China during the early twentieth century, Reading Shenbao investigates ideas of nationalism, consumerism and individuality, looking at the relationship between advertising
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Reading Shenbao Nationalism, Consumerism and Individuality in China 1919–37 Weipin Tsai Lecturer in Modern Chinese History, Royal Holloway, University of London
palgrave
macmillan
© Weipin Tsai 2010 Softcover reprint of the hardcover 1st edition 2010 978-0-230-01982-9 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The author has asserted her right to be identified as the author of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2010 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries.
ISBN 978-1-349-28588-4 ISBN 978-0-230-24671-3 (eBook) DOI 10.1057/9780230246713 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. 10 9 8 7 6 5 4 3 2 1 19 18 17 16 15 14 13 12 11 10
獻給我的父母: 蔡榮燦先生, 蔡黃清綉女士
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Contents
List of Figures
ix
Acknowledgements
xi
Glossary
xiii
Introduction Consumers, communities, individuals: a new readership for a new China On the question of individuality and civil society Shenbao as a business Themes for discussion
1 1 4 10 14
1
Patriotism and Gracious Living in Tobacco Advertising Tobacco advertisements, nationalism, and commercialism The emergence of commercial art and advertisements The self-love of women in cigarette advertisements Conclusion
18 21 32 35 42
2
Saving for Happiness – Individual Banking Accounts Selling to the common people New options for savers Beyond economics: politics, regulations, and social change Inspiration and exhortation: a call to action Creating happiness: ways to attract customers Conclusion
45 46 51 54 59 66 69
3
The Modern Housewife – A New Kind of Shanghai Woman Women in moder
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