Research About Advertisement Calendar Picture: A Case Of Shunpao(1875~1949)

The advertisement calendar picture of ShunPao reflected the general development of the calendar picture,and through the research,the paper roughly sort out the development trends,the advertiser and the form of expression of the advertisement calendar picture of ShunPao.From the perspective of newspaper advertising history,the paper showed the clear and overall understanding of the calendar picture.This paper mainly divided the development on the advertisement calendar picture of ShunPao in three periods.It was the budding period,from 1875 to 1911.The advertisement calendar picture of ShunPao gradually appeared.The advertisers were mostly foreign merchants,and the categories involved were mostly lottery tickets.The financial and insurance advertisement,the announcement-based advertising,and the advertisements for the calendar picture printing business in this period had gradually emerged.It was the development period,from 1912 to 1937.The categories covered by the advertisement calendar picture of ShunPao increased.Due to the increase in market demand,the number of institutions providing calendar picture brand customization and printing services also increased.In the meantime,the number of Chinese business advertisers increased,and the advertisements with physical pictures of the calendar picture appeared during this period.It was the decline period,from 1938 to 1949.The advertisement calendar picture of ShunPao declined and disappeared almost completely.The types of advertisements and advertisers involved were significantly reduced.Through the separate three stages of the advertisement calendar picture of ShunPao,the paper clearly showed the development and changing characteristics of the advertisement calendar picture of ShunPao,and it was not difficult to find that it was closely related to the social environment in which it was involved.