Study On Cigarette Cards Of Nanyang Brothers Tobacco Company

Cigarette Cards of Nanyang Company were popular during the period of the Republic of China, which widely existed in all kinds of cigarette cases sold to consumers. It was born due to cigarettes'promotion while it gradually developed in the fierce commercial battles. However, it is not only a kind of advertisement but also a transmission way serving all kinds of popular cultures. Especially in spreading Chinese traditional cultures, it recorded the important historical events happened during the period of the Republic of China, which reflects the life style and aesthetic orientation of ordinary people, thus forming independent cultural traits and vivid cultural symbols. With rich social contents and profound cultural connotation, it embodies the imprint of that time.Based on the existing research results, this paper focuses on Cigarette Cards of the Nanyang Brothers Tobacco Company from five aspects. First, the features of the development of the enterprise and Cigarette Cards are fully explained by reviewing their general development history. In the second place, on the basis of Cigarette Cards, the study figures out their close relationships with traditional New Year pictures, Shanghai Yuefen brand posters, and color strip schema, exploring the aesthetic characteristics and artistic value of them. Thirdly, considering the social background at that time, the creation of Cigarette Cards of Nanyang company in different periods are analyzed in order to investigate the shift of aesthetic taste towards Cigarette Cards. Fourth, this study discusses the relationship between Nanyang Company's enterprise culture and its Cigarette Cards from the aspect of the company itself. Last, it analyzes the value of the Cigarette Cards, revealing its influences on the social and revelation for the value of modern society. This article investigates the Cigarette Cards of Nanyang Company in three multidimensional interpretation of the environment-- ontology, enterprise and society, which suggests its social value, aesthetic value and cultural value on Cigarette Cards during the period of the Republic of China, thus probing deeply into the economic and cultural landscape at that time.