Research On The Monthly Advertising In The Republic Of China

The calendar art of the Republic of China is the epitome of Chinese print advertising and commercial design at the beginning of the 20 th century,as well as the symbol of Shanghai school culture and the witness of the times and history.It creatively takes the calendar as the carrier and has the function of advertisement.While absorbing foreign culture,it retains the Chinese tradition.It is a high combination of illustration and life,art and business,and it carries the aesthetic needs and design expression of people in that era.As a product of folk culture with the characteristics of the times in the urban vision,the calendar advertisement in the period of the Republic of China has a high aesthetic value and profound cultural connotation,which also has an important reference and inspiration significance for contemporary creation.This paper begins with an introduction to the research background and significance.In the first chapter,through the study of the current situation,the author makes clear the background of the era of calendar advertisement in the period of the Republic of China,and makes an in-depth and systematic comment on its four stages of germination,development,prosperity and transformation,highlighting its important position in the process of Chinese art design,its key role and its connection with the history of modern graphic design in the world.In the second chapter,it focuses on the design elements of the calendar advertisement in the period of the Republic of China.From the perspective of visual language features,it analyzes one by one the layout idea,theme content,character background,color language,material techniques and pattern fonts,and explores the reasons for their emergence and the leading role of them in the social fashion at that time.In the third chapter,it analyzes the brand visual image design of the calendar advertisement in the period of the Republic of China,specifically to the publicity mode,commercial value,fashion aesthetics and humanistic connotation.The paper will first sort out the marketing andadvertising mode of the calendar from the economic and cultural basis,material and technical conditions,new consumption view and art view,and then through the development of modern beauty image in the heyday The change of the calendar and the transformation of the female image are combined to explain.In the fourth chapter,I will use a comparative way to look at the calendar advertisement in the period of the Republic of China,combining with the social form of Shanghai,folk art,foreign culture and other aspects,through newspapers and magazines,packaging clothing,print architecture and other fields at that time,from another perspective to analyze the emergence,establishment,maturity and decline of the calendar advertisement.In the last chapter,we will discuss the part of contemporary enlightenment,starting with the summary of commercial value and the divergence of cultural connotation,and then explain the value and influence of calendar from the perspective of connecting the preceding and the following.At the same time,we can also look forward to how to design and publicize the new advertising creativity in the modern society.