The Study Of Female Images’ Designed Trend Of The Advertisements At The Republic Of China Era

Advertising has a long history in our country, while its early development is slow due to the undeveloped commodity economy. China’s advertising has been developing gradually since the opium war. The period of the Republic of China is an important change of Chinese history stage. The advertising industry has developed rapidly at that time.On the other hand, it was still under the restriction of China’s economy and culture, thus formed its unique ethnic characteristics. Throughout the advertising works which designed during the Republic of China, of which there is a significant characteristic--female image appeared frequently. It had become the trend of advertising then.The Republic of China’s a important period of historical change. At that time, the female images in advertisements were not traditional women, but a new cultural image female incarnation after the cultural competition and integration between the local and western culture. The female image influenced by the tradition and the western concept, and has experienced the most profound subversion and reconstruction. The particularity of the female image is the female sexual characteristics. It embodies the women how to be recognized, and based on this understanding, it caused the change of mass aesthetic as well as women’s status. In this process, we can see the changing track of female images from the advertising works of the Republic of China.The research object of this paper is the female images in the ads of the Republic of China. This paper systematically combed the historical context of female images. Through the study of advertising of the Republic of China, which is represented by female image. Then concluded the forms,characteristics, expression skills of female image. By discussing the change of the characteristics and topics of the ads, the cultural connotation and affection which leaded a nostalgic trend was found in this paper.We combined this with the current design situation, then the female image in the ads of the Republic of China continued. On the basis, this paper explored the redesign of female images.We study female image is not only to determine a certain specification and model, also hope to be able to reveal some general trends or reason from this once existed images. On the one hand, we can better understand a woman. On the other hand, it can led the benign interaction between reality, history and culture. Through complete carding, we can understand the changes of people’s aesthetic. And exploring the female image elements in advertisements of the Republic of China also can infuse some new blood for the revival of traditional. It not only can do theory foreshadowing for female image positioning, also has guiding significance. At the same time,it is an important method for us to deeply understanding the Chinese traditional culture, research, development and innovation.