Research On The Advertisement Of Art Magazine In The Republic Of China(1925-1937)

It is a period of prosperity for the development of Chinese newspapers in 1920 s and 1930 s,and many types of newspapers sprung up.Some magazines were well-known for a time,and they are also impressive today,but some magazines are silent in the corner of history after only a period of time.Pictorial Weekly and Arts and Life have also left a strong and colorful stroke in the long history.The researches on the two types of magazines are rare,and the researches on the advertisements contained in them is even rarer,which is really regrettable and makes me more interested.Pictorial Weekly was founded in 1925,and terminated in 1937.It has been published for 12 years.The professional content of photography is the feature of this magazine,and 5489 advertisements were also published at the same time.Arts and Life was first published in 1934,and it was only published for four years.Afterwards,it was forced to stop issuing in 1937 under the influence of the war,and a total of 41 issues were issued.Although its release period is short,its exquisite content has been praised by the industry and the people,and 396 advertisements have been published.They can be regarded as the models of art magazines during the Republic of China.The two magazines are of great significance to the study of modern advertising culture and art and modern social aesthetics.Firstly,This article sorts out the establishment and development process of Pictorial Weekly and Arts and Life carefully.It examines the development environment of the two publications in the context of sociology,history and other disciplines,and focuses on the basic situation and the development trend of the two publications’ advertisements.On this basis,guided by the theory of advertising creativity,the study found that the creativity of the two publications advertisements is mainly reflected in the advertising copy,advertising vision and advertising appeal.The comparison shows that the advertisements of the two publications have their own merits,and the creative performance of some of the advertisements of Arts and Life is slightly better.Their creative performance still has enlightenment and reference significance for today’s advertising industry.Secondly,from the perspective of Reception Aesthetics,the aesthetic interest of the two publications was examined,and the sample data is analyzed by the equidistant sampling method.It is found that the two publications were advancing with the times and their aesthetics gradually strengthened.The audience’s aesthetic experience influences the creation of advertisements,and the audience has generated a sense of identity in aesthetic participation,and also realized the improvement of their own aesthetic ability.Finally,the relationship between advertising and Shanghai urban culture is studied.The first is to deeply excavate the significance of advertising to the construction of Shanghai urban space and consumer culture in the context of consumer culture;the second is to explore the conflict expression of female culture in advertisement;the third is to analyze the changes of custom and society in Shanghai,and we try to reproduce the urban cultural features of Shanghai to the maximum extent from the world presented in advertisements.