The Young Companion’s Foreign Goods Advertising And The Change Of Shanghai Citizen Culture(1926-1945)

"Foreign goods advertisement", an appellation with regional division implication which has displayed subtle relation of both integration and cut off between modern China and alien culture, carries strong color of western culture and ideology.The advertisement for foreign goods of the young companion is an excellent window to obsert the Shanghai citizens’ consumption culture in the period of Republic of China. They not only described the course of common civic culture in Shanghai from "local" to "international",but also constructed the consuming culture system through discourse promotion and the virtual scene.In this process, the raw material desire of Shanghai citizens was stimulated and expanded rapidly. The Shanghai citizens has accepted and even worshiped western basic necessities and style gradually.Mature foreign goods’ advertisement has created a complex pseudo mirror to spread Western civilization.Although it’s intention was to instill consumer culture to the public, it has migrated the traditional etiquette culture of Shanghai.Finally, the public mental consciousness changed, the changes include the construction of consumerism, humanistic view transition, and the rise of the feminist thought.The most obvious phenomenon was that the Shanghai female group has broken through the concept of "Superiority of men and inferiority of women" and began to struggle for gender equality.But on account of foreign goods advertisements’strong sense of commercial motives,the "new women" has finally become a trademark shelves with active function.