See The Shanghai Folk Culture In The 20s And 30s Of The 20th Century From The Advertisement Of "Declaration"

With the entrance of western life and life style, the self-identity and imitation of Shanghai people was getting continuously deep, traditional culture gradually gave way to the Western civilization, civil culture in Shanghai of new period made a transition in such frequent Chinese-Western communication. It changed the original social character of society in Shanghai, which made it into a typical commercial community and guided the social life and civil culture of Shanghai people into a path of xenophilia, pragmatism, individualism, venality and secularization.During the development of advertising in Shanghai, the 1920s-1930s was an important period, which had reached a high level in quantity and scale, and Sheng daily paper was used as a primary platform. As a significant component of mass culture, the advertisements in Sheng daily paper firmly grasped the psychological characteristics and need of Shanghai people. For changing the life of Shanghai people, the advertisements provided some reference in choosing different lifestyles, in this way, the consumption was gradually promoted from simple living type consumption into enjoyment consumption. For changing the living space of Shanghai people, the advertisements drastically changed the public space, domestic space and procreative space. With different kinds of images and discourse, the advertisements reflected the hedonistic outlook on life, possession desire dominated aesthetic ideal and new cultural form which included pursuit of success and money, while expressed worship and pragmatism for Western civilization.This paper draws a conclusion that enophilia, pragmatism, individualism venality and secularization are secularization are the main connotation of civil culture in Shanghai in the Republican period, through analyzing the form factors and influence factors. By studying the advertisements of Sheng daily paper, this article showed the charges of material life in four aspects, that is clothes, food, house and transportation. We can find in the advertisements that public social activities had become an important part of life for Shanghai citizens; cigarette had become a necessity in the communication field and a symbol for status; public relaxation customs had gradually westernized, hedonism idea prevailed and shopping in the mall had become popular in the public. All of these should be related with some cultural changes of custom. And the spiritual and cultural changes could be found that people began to adore Western science and technology, Western medicine was widely accepted; individual fitness was focused, all kinds of sports turned into a kind of trend; reading new-style books was in fashion, and practical knowledge was welcomed; people began to pay attention to their personal image, fashion and life style; the female image of modern era appeared in the mass media, the position of women had increased.The advertisements of Sheng daily paper in 1920s-1930s just like a kaleidoscope, which strongly catered to interests and hobbies of Shanghai citizens by brief titles, exaggerated graphics and catchy words. So that in a certain extent, it reflected all aspects of changes for Shanghai civil culture during the period of the republican time.