Looking At The Construction Of Female Clothing Aesthetic Image From The "Calendar" Advertisements

Clothing is the visualization of human emotions with infinite vitality, which represents a nation, a country's social history and cultural features. China's clothing aesthetic culture not only is the manifestation of great material culture creation of Chinese nation, but also gathers and penetrates China's philosophical view "Harmony of the human and the heaven". Clothing with true Chinese characteristics had maturity in the years of the Republic, during which there is conflict and integration between Chinese traditional culture and modern western civilization everywhere.With the invasion of military, economy culture from foreign countries, the traditional feudal society has disintegrated, and in turn, the governance, customs and aesthetic images have disintegrated and changed since the Opium War. The ideological liberation movement and the feminist movement are in full swing among those changes. With the impaction of western equality and freedom, the women were in pursuit of liberation and freedom in terms of ideology and personality, which was first manifested in the great change of people's clothing and lifestyle. Women's clothing changed from simple collar to the profile shape with political tendencies and the cultural negative meaning. The entire process shows that it starts from the traditional one to the westernized one, then reverts to the developmental trend of "tradition of improvement". It embodies that the women continued to fight for their rights, status, freedom, liberation, and they began to advocate a healthy lifestyle in Republic of China."Calendar"advertisement is the witness and guide of liberation, which is the most influential advertisements, using the most popular female image as performance target, leading the trend of the Chinese dress during the years of Republic of China. The development process of "Calendar" advertisement shows the entire life aspects in the Republic period, and is the most intuitive historical atlas."Calendar"advertisement can provide the first-hand information in terms of the historical value and image value for making a study on Republican women's clothing.Republican women's clothing makes an organic combination of traditional culture and modern civilization to create Cheongsam which makes profound impact on China and even the whole world. It is a combination of modern western civilization and Chinese traditional culture, combining the culture essence of Han nation, Man nation and the western countries. It represents not only the social appearance of the Republic period, but also Chinese social visage in future. She makes a perfect combination of aesthetic "format language - image" and "emotional language - meaning" to achieve the beauty of "literary brilliance", " Lotus above the water" and the "inclusiveness", which has an important influence on contemporary dress designing of China and even the whole world, which is proud of by the Chinese.