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https://ir.lib.ncu.edu.tw/handle/987654321/98684
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| 題名: | 行銷時髦：二十世紀初期惠羅公司（Whiteaway, Laidlaw & Co. Ltd.）的女性時尚報紙廣告探析;Marketing Fashion: An Analysis of Women’s Newspaper Fashion Advertisements by Whiteaway, Laidlaw & Co. Ltd. in the Early 20th Century |
| 作者: | 吳建廷;Wu, Chien-Ting |
| 貢獻者: | 藝術學研究所 |
| 關鍵詞: | 惠羅公司（Whiteaway, Laidlaw & Co. Ltd.）;上海;百貨公司;報紙廣告;廣告圖像;時尚;Whiteaway, Laidlaw & Co. Ltd.;Shanghai;department store;newspaper advertisement;advertising images;fashion |
| 日期: | 2025-08-28 |
| 上傳時間: | 2025-10-17 13:05:02 (UTC+8) |
| 出版者: | 國立中央大學 |
| 摘要: | 十九、二十世紀之交，「百貨公司」的新式企業概念傳入中國，為中國的傳統消費模式和習慣帶來重大變革，就在相同的時間點，廣告作為一種新型態的銷售手法被引入中國，兩個因應工業革命後製造之大量商品而生的銷售概念，在廿世紀的上海彼此相遇，形塑了近代上海的消費文化。
1882年，出身英國的羅伯特．萊德勞（Robert Laidlaw，1856-1915）在加爾各答（Calcutta）創立首間Whiteaway, Laidlaw & Co. Ltd.，隨後又於海峽殖民地（Straits Settlements）、吉隆坡（Kuala Lumpur）、怡保（Ipoh）、太平（Taiping）等地開設分店。1904年惠羅公司（即Whiteaway, Laidlaw & Co. Ltd. 上海分店）在上海開始經營商品販售與進口業務，其以專營「泊來品」而名聞上海，主打為人們提供「質地、價值、服務」的時尚理念，成為近代上海由外商所開辦最具代表性的百貨公司之一，並與泰興公司（Lane Crawford & Co. Ltd.）、福利公司（Hall, Holtz & Co. Ltd.）和彙司公司（Weeks & Co. Ltd.）合稱為上海四大外資百貨公司。
惠羅公司的女性時尚報紙廣告就好比是中西文化碰撞後，所擦出的精采火花，它們見證了百貨公司與廣告兩個新概念在中國的發展與成熟。本研究主要將分為三個部分，第一部分回顧惠羅公司這間跨國百貨的成立過程，同時解析近代上海的消費背景與文化；第二部分檢視惠羅公司刊登於西文報紙的時尚廣告，分析其如何進口歐美的時尚產品；第三部分關注惠羅公司刊登於中文報紙上的廣告，觀察該公司對於廣告圖像在「移植」與「自製」之間的衡量，也試圖考察曾為該公司創作廣告圖像的藝術家之案例。;The modern corporate model of the “department store” was introduced to China at the turn of the nineteenth and twentieth centuries, fundamentally transforming its traditional patterns and practices of consumption. Around the same time, advertising emerged as a novel method of sales promotion in China as well. These two marketing concepts that arose in response to the mass production of goods following the Industrial Revolution converged in twentieth-century Shanghai, where they played a formative role in shaping the city’s modern consumer culture.
In 1882, Robert Laidlaw (1856-1915) established Whiteaway, Laidlaw & Co. Ltd. in Calcutta. The enterprise then quickly expanded, opening several branches in the Straits Settlements, Kuala Lumpur, Ipoh, and Taiping. By 1904, the Shanghai branch of Whiteaway, Laidlaw & Co. commenced operations, specializing in the retail and importation of foreign commodities. The company promoted an ethos of “quality, value, and service,” gaining renown for its provision of “imported goods.” Whiteaway became one of the most representative foreign-owned department stores in modern Shanghai, frequently grouped alongside Lane Crawford & Co. Ltd., Hall, Holtz & Co. Ltd., and Weeks & Co. Ltd. as the “four major foreign department stores” of the city.
The women’s newspaper fashion advertisements by Whiteaway, Laidlaw & Co. Ltd. can be understood as the brilliant outcome of the encounter between Chinese and Western cultures, testifying to the development and consolidation of both “department stores” and “advertising” concepts in China. This thesis is divided into three sections. The first reviews the establishment of Whiteaway as a transnational department store, while analyzing the consumer culture of modern Shanghai. The second examines the company’s fashion advertisements, which were published in the English newspapers, investigating how they introduced and circulated Western fashion products into the Shanghai market. The third turns to Whiteaway’s fashion advertisements in Chinese newspapers, exploring the firm’s consideration between “duplicate” and “locally produced” advertising image, and further probes the contributions of artists who created advertising illustrations for the firm. |
| 顯示於類別: | [藝術學研究所 ] 博碩士論文
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