二十世紀初中國醫療廣告圖像與身體描繪

Medical Advertising Images and Depictions of the Body in Early 20(superscript th) Century China

吳方正(Fang-cheng Wu)

《藝術學研究》 4期 (2009/04) Pp. 87-151

https://doi.org/10.29626/JAS.200904.0003

摘要

本文以1905年4月起《申報》上一系列的「長命洋行的衛生電帶」廣告圖像爲研究對象。這一系列廣告持續約有半年，廣告伴隨著一個個健壯的半裸男性圖像。這些男性身體圖像在中國圖像史中一樣是個新事物。本文探討這一系列醫療廣告與圖像的三個面向。首先是這些圖像所再現的身體與醫療的概念，這個再現如何在另一個文化心智中發生作用？其次是在將再現手段視爲一種文化建構，探討圖像再現的條件或限制，它如何跨越文化藩籬？第三個探討面向關係到再現的動因，身體再現與再現圖像如何取得展示性而被推入公共空間？本研究將指出，使得這些圖像得以被觀看的脈絡相當大程度與新式教育有關。因此本文的重點不在於這些圖像的後續影響，而在於從接受史的角度，探討這些圖像所以能在文化中散播的條件。

關鍵字

醫療廣告 ； 電帶 ； 健身 ； 身體描繪 ； 再現 ； 展示性 ； 新式教育 ； 接受史

並列摘要

This article directs its research on the images in a series of advertisements for ”Dr. McLaughlin's Electric Belt,” printed in Shenbao starting in April 1905. This series continued for approximately half a year, and each advertisement was accompanied with an image of the nude upper torso of a strong healthy male.
Three aspects of these advertisements and images are discussed. First, as the body and medical concepts represented in these images came from the West, how were they conveyed to another culture? Next, after considering representational means as a kind of cultural construct, the conditions and limitations on the representation of images is explored: how did they cross the cultural barrier? The third aspect relates to the motivation behind their representation: how did the representation of the body and the reproduced images acquire presentability and get pushed into the public space? This study will point out that the context to the viewing of these images relates to a large degree to new methods in education.
This article's focus is not on the later influence these images had but on their history of reception. It explores the conditions that enabled these images to be disseminated within the culture of that time.

並列關鍵字

Medical advertising ； depictions of the body ； representation ； presentability ； new methods in education ； history of reception

參考文獻

Nelson Goodman(1976).Languages of Art: An Approach to a Theory of Symbols.Indianapolis:Hackett.

W. J. T. Mitchell(1986).Iconology: Image, Text and Ideology.Chicago:University of Chicago Press.

W. J. T. Mitchell,F. Lentricchia,T. McLaughlin (ed.)(1990).Critical Terms for Literary Study.Chicago:The University of Chicago Press.

David Summers,R. S. Nelson,R. Shiff (ed.)(1996).Critical Terms for Art History.Chicago:The University of Chicago Press.

W. J. T. Mitchell(1994).Picture Theory.Chicago:University of Chicago Press.