A Study On The Art Lettering Of Advertising In The Young Companion From 1926 To 1945

At the end of the 19 th century,influenced by foreign commercial advertisements,artists,writers and artists used decorative techniques to beautify the characters,which led to the origin of the Art Lettering.Art Lettering are produced on the basis of traditional writing art,but they are different.It integrates Chinese character art with commercial culture and redesigns them,which makes the aesthetic and artistic features of Art Lettering have the characteristics of the times.In the twenty or thirty years after the first year of the Republic of China(1912),Art Lettering experienced the stage of germination to maturity.By the 1930 s,the frequency of creation and use of Art Lettering of Advertising reached its peak.It was during this period that The Young Companion appeared.It was first published in Shanghai in February 1926 and stopped publishing in October 1945.It lasted nearly 20 years.It had been popular in old Shanghai and even in China and Southeast Asia.From the idea of running the magazine,editorial policy to the overall content of the pictorial newspaper,it was the leader of the new periodicals at that time.At this time,it is the best "golden decade" of economic development in the Republic of China(1927-1937).The rapid development of commercial economy is fully reflected in all kinds of advertisements.It can be said that the advertising art words of The Young Companion are typical examples,which deserve further study.This paper mainly discusses the Art Lettering of Advertising in The Young Companion.The change scope of the fonts mainly lies in the stroke,structure and shape.It analyses how the design and shape characteristics of different types of Art Lettering of Advertising reflect people's aesthetic views and values at that time,and how to use various design methods and combination forms to reflect the commercial culture,aesthetic tendency and the characteristics of the times at that time.