The Enlightenment Of Newspaper Advertisements To Modern Visual Expression In The Period Of The Republic Of China

With the rise of China’s economy and the development of social and economic globalization,topics such as “Light of national products”and “National tide”have gradually come into people’s vision,the return of self-confidence of local culture and the complex feeling of nostalgia and novelty for the old culture of the masses also promote the rise of “National tide”to some extent.The re-examination of the modern visual expression is the inevitable trend of the current design,but also extremely urgent.In the period of the Republic of China,with the influence of important political forces and foreign cultures,a large number of Chinese brands rose rapidly,and the artistic level of commercial art was also in a stage of rapid development,to some extent,it can be said that newspaper advertising has driven the development of the national economy as a whole.“Shenbao”is one of the most important advertising and creative platforms in the old China,and it has made a significant contribution to the history of modern advertising in China,said media,a spokesman for the newspaper.Therefore,the study of this period of newspaper advertising for modern visual expression design is of great significance and enlightenment.This paper,based on “Shenbao”as a carrier,with the help of Shenbao database and related books and materials,and from the perspective of integration,analyzes the advertisements of newspapers and periodicals in the Republic of China period in depth and in detail from both vertical and horizontal dimensions,respectively,this paper discusses its motivation,characteristics and the relevance between them and modern visual expression design,and makes an investigation of the classic advertising cases and design studios in the Republic of China period,through the thorough excavation of its design style,setting-up background and business scope,the paper reveals the internal and external causes of its success,and further discusses how to realize the high integration of local culture and current spiritual fashion under the trend of “National tide”and the rising of domestic original independent brands Finally from the style characteristic,the vision constitution,the advertisement creativity these three stratification planes draws the conclusion,hoped obtains the multiplex design idea,thus urges the domestic original independent brand to form one kind of benign communication and the expression.