Research On The Costume Advertising Of Pei-Yang Pictorial News

Advertising persuades consumers to take purchasing behavior by transmitting information.While disseminating basic information such as the function and use of commodities,advertising also demonstrates a new way of life,thus affecting consumers' consumption habits and life concepts.On the contrary,political environment,economic conditions,customs and culture of society is the basis of advertising creation,which engraves the traces of the times on advertisements and makes them a window to perspective social history and culture.Pei-Yang Pictorial News was founded in 1926 and stopped publishing in 1937.During the period of social and cultural upheaval in Tianjin,its clothing culture was rapidly changing,old customs such as foot-binding and chest-binding were abandoned,healthy entertainment methods such as swimming and playing ball were welcomed.These customs and cultures have influenced the content of clothing advertisements in Pei-Yang Pictorial News;meanwhile,the industry of Pei-Yang Pictorial News became mature and the number of pictorial newspapers was high.There are 25 kinds newspapers and magazines,which provide a good external environment for Pei-Yang Pictorial News' clothing advertisements.In addition,Pei-Yang Pictorial News' business strategy of life-oriented content,Layout-Oriented and advertising-oriented lays a good foundation for its clothing advertisements.At the creative level,Pei-Yang Pictorial News' clothing advertising appeals for a variety of themes,commonly used appeals for themes are fashion,good quality and low price,festival gifts and honest management;flexible and changeable advertising techniques,such as time-limited promotions,scene reproduction and poetry advertising;Advertising visual symbols show unique ingenuity,mainly reflected in the construction of ideal persona image,visual focus on the name of the enterprise and focus on visual experience three levels.At the same time,the clothing advertisement of Pei-Yang Pictorial News is like a mirror,reflecting the inclusive social and cultural prospect of Tianjin in the Republic of China.On the one hand,the Haihe River culture,optimistic and open-minded "idle people" culture and hierarchical city culture still exist in Tianjin.On the other hand,with the change of the times,concession culture,petty bourgeoisie culture,complex apartment culture and conflicting female culture have come into being.forming a mixed situation of various cultures.In addition to reproducing the social and cultural landscape of Tianjin in the Republic of China,the clothing advertisements of Pei-Yang Pictorial News also had a certain impact on the social culture at that time.While carrying forward the idea of patriotism and saving the nation,they also intensified the collision between "hedonism" and "thriftinism" consumption concept.