A Study Of Commercial Advertisement Design In "The Young Companion" Pictorial(1926-1945)

In the first half of the 20 th century,China’s economy developed rapidly.As China’s early modern advertising industry became more and more inclusive of foreign cultural trends and spread advanced technologies,the early modern advertising industry achieved rapid development despite the turbulent situation in which Chinese and Western cultures interwoven.At the beginning of the 20 th century,the new pictorial form with pictures and pictures was flourishing in Shanghai.The Young Companion Pictorial,the "golden signboard" of The Young Companion Book Printing Company,was one of its most representative publications.The commercial advertisements it published were large in volume,long in existence and wide in dissemination,and could be regarded as the epitome of the development process of China’s early modern advertising and publishing industry.The advertisement layout design form and visual image in "Good Friend" have distinct artistic characteristics,constructing the imagination and experience of public city,social space and daily family life generated by Chinese citizens under the integration of Chinese and Western culture,thus constructing the citizens’ new consumer cultural concept of modern society.This research is based on the historical background of the development of early modern design in China in the early 20 th century,and analyzes the commercial advertisement legends published in The Young Companion Pictorial from 1926 to 1945.The advertisements in The Young Companion have obvious characteristics of The Times from form to content.From the perspective of advertising,this paper analyzes the change of the life style of the citizens and the change of the mass consumption culture in this period,and then discusses the social connotation and the significance of The Times expressed by the early modern advertising design in China.This study starts from three parts: the first part elaborates the business environment of The Young Companion Pictorial,clarifies the advertising legend published and sorts it out;The second part summarizes the design form of The Young Companion advertisement,from the layout type,layout composition and layout core elements of the three aspects of discussion;The third part,based on the visual form and characteristic content of "Good Friend" advertisement,analyzes the emerging lifestyle and consumerism ideology of citizens constructed by advertisement from three aspects:clothing,food,housing and transportation,entertainment and cultural types,as well as the main body of advertisement.The commercial advertisement of The Young Companion is the epitome of the early modern design in China.The integration of the ideal world constructed by the advertisement and the real world of the citizens reveals the atmosphere of The Times rich in the advertisement and the modernization pursuit expressed at a deep level,and reflects the changes in the daily life of the citizens and the transformation of the mass consumption culture under the integration of Chinese and Western culture.