The Development Of Consumer Culture In The Early Years Of The Republic Of China From The Female Advertisements In Ta Kung Pao During The National Products Movemen

Consumer culture is the general term of consumer goods culture and consumer service culture,that is,the general term of material consumption culture and spiritual consumption culture.In the early years of the Republic of China,consumer culture accompanied by Western imports entered China.Newspaper advertising is not only a means for merchants to introduce goods and attract consumers,but also an important channel for the dissemination of commodity information.Through advertising,we can not only find the main consumer goods in the society at that time,but also explore the consumer culture reflected by advertising.Advertising is an important witness to the development of consumer culture in the early years of the Republic of China,and also an important guide to consumer culture at this time.Advertising is an important witness to the development of consumer culture in the early years of the Republic of China,and also an important guide to consumer culture at this time.This paper explores the development of consumer culture during the domestic product movement through the ’ Ta Kung Pao ’ female advertising,studies the role of female advertising in the development of consumer culture,and discusses the manifestation of consumer culture in China.During the " Ta Kung Pao " campaign,70-100 advertisements were published daily,involving 20-30women-related advertisements,covering beauty and skin care,daily necessities,diet and health care,health care,job recruitment and other aspects.Female advertising can be said to be the epitome of ’ Ta Kung Pao ’ advertising,showing the comprehensiveness and universality of ’ Ta Kung Pao ’ advertising.At the same time,it can also be seen that advertising is deeply involved in the construction of consumer culture.The female advertisement of ’ Ta Kung Pao ’ reshapes the connotation of patriotic consumption under the background of aesthetic consumption,health and hygiene consumption and domestic goods movement.It divides beauty into beauty of appearance and beauty of body,knowledge into knowledge and job hunting,health into health care and hygiene,and patriotic consumption into national salvation and national self-esteem.This paper expounds the great role played by female advertising in the construction of consumer culture,explores the transformation and performance of consumer culture under the influence of female advertising in the early years of the Republic of China,and constructs the connotation of consumer culture during the domestic product movement.There are many problems in the development of contemporary advertising.We should take history as a mirror,pay attention to the contemporary value of female advertising in Ta Kung Pao,learn from the experience of female advertising in commodity selection,content expression and expression techniques,take into account the content aesthetics and communication vitality in the process of advertising design and communication,grasp the opportunities of the development of the times,and stand out in the competition of market competition.