On Analysis Of Calendar Advertisement In Republic Of China

Old China's advertisement business reached to a climax in Republic of China period. The prosperity of advertisement based on the economy which got recovery and development in this period; development on new technology of advertisement and use of new materials supplied the technological prerequisites for the development of China's advertisement business; the extending of advertisement media created material condition for advertisement business; competence existing among companies of China and abroad pushed forward the booming of China's advertisement business. Calendar also got the golden age in the Republic of China period. Calendar advertisement picture recorded the age, the history and the culture. Calendar advertisement was the hybrid product of China and the Western. It was the conveyer of Chinese traditional culture, and the disseminator of western culture as well. It embodied the atmosphere, spirit, feelings and environment of the era. The profound national culture of China, which was the cultural foundation of development of calendar advertisement, was the source of calendar advertisement creation; economy development in Republic of China period is the economic foundation of its prosperity; Chinese artists combined their creation with patriotic thoughts, which made calendar advertisement popular to Chinese people; printing technology was introduced from West to China, then furthered its booming. In order to scramble the huge market of China, tobacco enterprises never hesitated in advertising extensively on all kinds of media. This process directly promoted the prosperity of China's tobacco advertisement. Historically there were three periods of designers in calendar advertisement with three artistic trends:the first generation of advertisement designer with Zhou Muqiao as the representative, and the artistic style typical of figures in traditional ancient costume; the second generation of designers with Zheng Mantuo as representative and the style typical of fashionable dress paintings by watercolor tortillon; The third generation designer with Hang Zhiying as the representative and the style typical of beauties paintings by watercolor tortillon. Generally speaking, there were four periods in the historical development of calendar advertisement painting:in the early years of the Repubic of China, representative artist is Zhou Muqiao; in the 1920s, the representative is Zheng Mantuo; in 1930s, the representative is Hang Zhiying; in 1940s, the calendar advertisement paitings went to decline. Advertisement in modern history was a product of modern society with culture as its conveyer and economy as its goal. It most typically and clearly reflected the inwardness of integrating culture with commerce, linking culture with worldly life, making culture serve the commerce and worldly life. As the continuous development of calendar advertisement skills, it became a kind of culture that led the social trend, cultivated the tastes of consumers, influenced their consumption idea and popularized the fashionable culture in society through the influence of consumers. Calendar advertisement in Republic of China period was the conveyer of Chinese traditional culture, with the instinct national characteristics; at the same time, it was also the disseminator of western culture, with the world characteristic. Calendar advertisement was the advocator of social trends, with the age characteristics; calendar advertisement paintings in Republic of China period played the role of initiating consumption trends.