Research On Female Body Aesthetics In Tianjin Xinji "Ta Kung Pao" Cosmetic Advertisement

Xinji "Ta Kung Pao" resumed publication on September 1,1926,and finally published on March 15,1949.The annual total of cosmetics advertisements in its heyday reached 8,889,an average of 24 per day,which is confirmed by the huge volume.the research value.The cosmetics advertisement of Xinji "Ta Kung Pao" took advantage of women’s love of beauty,and created products with four main themes of cleaning teeth and teeth,moisturizing face,hair growth and hairdressing,and deodorizing body and skin,guiding women to voluntarily generate consumption behavior.The body is the starting point of aesthetics.In order to shape the aesthetic concept of consumers’ body,a large number of female bodies are interspersed in advertisements as visual elements.Businesses divide the female body into several parts according to the needs of different products,and the female limbs become replaceable parts.Advertisers are always grasping the psychology of consumers,constantly implying and guiding the symbolic value of cosmetics.Cosmetics are connected with concepts such as "status" and "happy life" that are not related,and the use value of commodities is replaced by metaphorical value.,Consumers can get close to the ideal reference image in their hearts by purchasing "the same style of celebrities",and will eventually get the body they want and realize their identity confirmation.During the period of the Republic of China,women re-examined their bodies,and their aesthetics began to move closer to the West.In Xinji "Ta Kung Pao",the author found four kinds of body aesthetics with different value scales: the popular aesthetics based on simplicity and beauty,people began to face the subject-object relationship between "people" and "clothing",and further liberate the body;healthy and strong The elite aesthetics based on masters,sports as the reason for maintaining youth and figure,emphasizing the "strong and brave" personality meaning behind beauty;conservative aesthetics based on classical charm,maintaining the elegance and subtlety of oriental women,not pursuing Heavy makeup;avant-garde aesthetics dominated by fashion and modernity,women are the latest fashion from hairstyles to shoes.The aesthetic concept of women’s body has been changing,from the pursuit of pure external body to the pursuit of spiritual meaning based on health and temperament.Merchants use beauty as a bait to lure women into physical consumption,and women enjoy a gluttonous feast for the senses in the exquisitely arranged shopping space.However,women have not yet discovered that the consumption discourses of advertisements are full of domestication and persuasion of their bodies.Behind the "perfect body" is the aesthetic expectation of men.Women have long been regarded as visual images and become part of the landscape.The female body in consumption is like a "social landscape",the connotative distance of body aesthetics disappears,and women’s consumption tastes for body accessories are surprisingly consistent,which reflects that women seek group identity by keeping their bodies consistent.Advertising creates a new social personality for women.When the old aesthetic value system is reversed,the female subject consciousness has a profound impact on society.