Research On Aesthetic Culture Of Shanghai Domestics Products Advertisement

In twentieth century of the1920s and1930s, just right of thedevelopment of China national capitalism which named the “GoldenAge”, a batch of national enterprises become well-known nationalbrand with its own product characteristics and cultural connotationof advertisements.At that time, this historical phenomenon in thesociety does not appear bright and outstanding, but this seeminglyordinary commercial trend actually contains rich and colorful culturalfragments, these series can be seen as one of the important part ofthe national culture of the modern China, Showing its unique culturalcharm.Advertisment is the most effective means for Commoditypropaganda, Shanghai domestic products with the aid of the westernimage technology, photoelectric equipment etc, it put the nationalcharacteristics of the traditional culture and the modern mediacombination together,so the form of advertisement become colorful,both traditional style of poster advertising, couplets, and also modernstyle of newspaper advertising, advertising signs, window advertisingand broadcast advertising.In history, Shanghai is always the Chinese economic center andcultural center, the performance of domestic product advertismentrising trend is most concentrated and typical.Because of the strong interest in the domestic product advertisment, in this paper, I willtake the Shanghai well-known domestic product in period of theRepublic of China as an example, to have a comprehensivepresentation for the characteristics of Chinese national culture,research on the cultural value of the old Chinese advertisment.Themain method is literature research method, qualitative analysis, caseanalysis and interdisciplinary research method.Firstly, according tothe research purpose, collect the advertisement literature at thattime, in order to comprehensively, correctly understand and grasp theShanghai old ads in all aspects;Then using the method of qualitativeanalysis to hold and classify the text data, summarizes theshortcomings of the existing research results.For the image data,according to the research objective to divided the domestic producteadvertisment into several related symbol system, through the case ofspecific advertisment, I canfind out the characteristics and culturalproperty of the old Chinese rademark,the old Chinese calendar, theold Chinese brand of cigarettes.In addition,this paper also lies in the interdisciplinary researchmethod, I try to use the theory, methods and results to application ofmulti subject, the research angle of divergence, while drawinglessons from the research results of advertising, marketing, sociology,history and so on, to conduct a comprehensive research from thewhole of Shanghai domestic producte advertisment.On the onehand,this paper use the new way and method for the research oftraditional advertising culture, make up for the limitations of thetraditional research; On the other hand, under the social backgroundof the era of consumption, along with the development of social economy, people to the commodity consumption has not only materialneeds, and more to meet the spiritual needs, the traditional Chineseform of advertisment seems to be difficult to meet the aestheticrequirements of modernization, whether it is for their owndevelopment or on the inheritance of ethnic culture is a kind ofdisorder, so we should have a correct understanding of the limitationsto the old Chinese advertisment, in order to find the way to breakthrough the bottleneck, and to make a show better for the value andsignificance of aesthetic culture in old Chinese advertisment.