| 补脑的政治学:“艾罗补脑汁”与晚清消费文化的建构 |
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| 引用本文： | 张仲民.补脑的政治学:“艾罗补脑汁”与晚清消费文化的建构[J].学术月刊,2011(9). |
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| 作者姓名： | 张仲民 |
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| 作者单位： | 复旦大学历史学系; |
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| 基金项目： | 教育部人文社会科学研究青年项目; 复旦大学亚洲研究中心的资助 |
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| 摘 要： | 艾罗补脑汁是黄楚九经营的中法药房的主打产品。它在1904年问世后,依靠政治化的广告宣传和花样繁多的广告手法、促销策略,迅速塑造了人们用药品、食物可以补脑的想象和认知,推广了脑为一身之主这样的科学认识,以及有关脑的新名词的传播。艾罗的广告宣传虽然不实,但艾罗的政治化宣传手法及各种促销策略激发和创造了消费者的真实补脑需要与心理渴望,造成了很真实的社会效果。受艾罗广告煽惑的消费者,与其说是在消费艾罗补脑汁的实物,毋宁说是在消费艾罗补脑汁所建构出的象征价值及社会文化意义;与其说他们补脑的渴望来自身体的自然需要,毋宁说来自商业与文化的建构,来自黄楚九的生意经,来自补脑的政治学需求。
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| 关 键 词： | 补脑 艾罗补脑汁 黄楚九 广告 |
The Politics of Brain Health:Ailuo Brain Tonic and the Construction of Consumer Culturle in Late Qing |
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| Zhang Zhongmin.The Politics of Brain Health:Ailuo Brain Tonic and the Construction of Consumer Culturle in Late Qing[J].Academic Monthly,2011(9). |
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| Authors: | Zhang Zhongmin |
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| Institution: | Zhang Zhongmin |
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| Abstract: | Ailuo Brain Tonic was the flagship product of the Great Eastern Dispensary(Shanghai Zhong Fa Dayaofang) founded by Huang Chujiu.Owing to its politicalized advertising,Ailuo Brain Tonic became an immediate success when it appeared on the market.Its success lay in that it created an illusion in the minds of the consumers that pursuing brain health was indispensable.No wonder it set a model for the other Chinese medicine men before long.This article probes into the politicalized commercial strategy of Ailuo Br... |
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| Keywords: | brain health Ailuo Brain Tonic Huang Chujiu advertisement |
| 本文献已被 CNKI 等数据库收录！ |
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