華人群體意象的建構：新加坡《叻報》香煙廣告(1887-1932)

Abstract

本研究旨在試圖說明，報紙廣告策略與華人歷史文化社群脈絡之間的關係，並以新加坡《叻報》為例，先介紹其創刊與淵源，再就其歷史地位作一簡略敘述，分析其歷史背景影響因素，並介紹《叻報》風格設計與排版上轉變與歷史之間的關聯，論述各時期廣告的特色與分類，探討叻報上廣告語言表達方式、圖像與營運銷售策略，並分別介紹《叻報》中經典香煙廣告，其後援用社會認同理論分析文本，試圖以文化史視角，重新建構華人民族意象、商業品牌塑造及特定政治經濟文化脈絡中，以凝視理論探討廣告做為媒介與華人觀眾互動的視角與投射，提出特定廣告與華人社群之間的相互影響，再依消費主義說明，探討民族情感、族群期待對於消費行為的影響，最後試圖找出其關聯脈絡。

The purpose of this article is to explain the relationship between newspaper advertising strategies and the context of Chinese historical and cultural communities. Taking the Singapore Lat Pau as an example, it first introduces its establishment and origin, then briefly narrates its historical status and analyzes the influencing factors and historical background. This article introduce the relationship between the changes in the style design and typography and history of Lat Pau. Discussing the characteristics and classification of advertisements in each period, and discussing the language expressions, images and operation and sales strategies of advertisements in the Lat Pau, and introducing the classic cigarette advertisements in Lat Pau respectively. After that, using the theory of social identity to analyze the article, trying to reconstruct the image of the Chinese nation, shape the commercial brand, and the specific political, economic and cultural context from the perspective of cultural history. This article using gaze theory to explore the perspective and projection of the interaction between advertising as a medium and Chinese audiences, and analyze the interaction between specific advertisements and the Chinese community. According to consumerism, this article discusses the influence of national emotions and ethnic expectations on consumer behavior, and find out the relationship and context.