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| Title: | 從大力士到健美男：《申報》廣告形塑的壯碩男性身體形象（1900-1949）
From Men of Unusual Strength to Bodybuilders: The Strong Male Body Images Shaped by Advertisements on Shenbao, 1900-1949 |
| Authors: | 黃東凱 |
| Contributors: | 歷史博一 |
| Keywords: | History of man;Masculinity;Body-building;Hunk;Adonis complex |
| Date: | 2023-06 |
| Issue Date: | 2025-03-24 10:40:44 (UTC+8) |
| Abstract: | 本文以二十世紀上半葉頗具影響力的《申報》為主要史料，討論商人如何使用各種論述，說服消費者接受強壯的男體形象，並分析這些男體形象的演變歷程。本文認為廣告中出現的強壯男體形象依時序先後可歸納為三種類型：力大無窮的男性、運動員、健美男。1900年代時中國人仍不熟悉西式的強壯男體形象，所以商人從中國的傳統文化中尋找類似的形象，以及可利用的觀念，例如「武」的典範，以及增強氣力與壯陽等訴求。在商人行銷策略中，原本與性無甚關聯的傳統大力士形象，被想像成與滋補、壯陽有關。1920年代後運動風氣日盛，讓西式男體形象在近代中國漸漸普及，因此，商人此時已可直接使用運動員形象販賣商品。1930年代後健美論述興起，一種更為強健與赤裸的男體形象開始流行，這種形象常常與情色有關。視覺上，強壯男體形象隨著時間演進有日趨西方化、標準化的傾向，圖像中肌肉與身體曲線更為明顯，身體本身也成為展示重點。強壯男體被認為擁有性能力良好、富含男性氣概、性魅力等特質，讓糾結的肌肉線條成為男性的重要性徵。
This paper discusses how merchants in modern China developed various discourses in persuading consumers to accept images of strong men. It also analyzes the evolution of those images, using advertisements on the influential newspaper Shenbao in the first half of the twentieth century as the main historical source. The paper argues that the images of strong male bodies appearing in those advertisements can be categorized into three types, in chronological order: images of men with unusual strength, sportsmen, and bodybuilders. In the 1900s, the Chinese were still unfamiliar with the Western-style images of strong male bodies, so the merchants looked to traditional Chinese culture for similar images and available concepts, such as the paradigm of "wu" (martial), and the appeal of strength enhancement and aphrodisiacs. In their marketing strategy, the traditional images of strong men, which originally had little to do with sex, were imagined to be connected to nutrition and sexual prowess. After the 1920s, increasing popularity of sports gradually made the Western-style male body images familiar to the Chinese public. Therefore, merchants could directly use the images of the sportsmen to sell their products. With the rise of bodybuilding discourse after the 1930s, a more muscular and naked image of the male body became popular, often associated with eroticism. Visually, the images of strong male bodies tended to become more westernized and standardized over time. The muscles and curves of the body became more prominent in the advertizing images, and the body itself became the focus of representation. A strong male body was seen as a symbol of masculinity, having good sexual ability and attractiveness. The curving muscle lines thus became an important indication of masculine qualities. |
| Relation: | 國史館館刊, No.76, pp.1-49 |
| Data Type: | article |
| ISBN: | 男性史; 男子氣概; 健身; 壯漢; 猛男情結 |
| Appears in Collections: | [歷史學系] 期刊論文
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