Research On The Innovative Application Of The Visual Symbol Of Shanghai Calendar Art In Clothing

The calendar art of old Shanghai is used as a form of commercial advertising,which was originated in the late 19 th century,with the peak in the middle1920 s.Initially,the calendar art was used by the alien merchants in the concession area that combined fine brushwork with freehand brushwork,traditional Chinese human portrait with Western skills,which was aiming to advertise the business and create a warm yet fashionable commercial that satisfies the local market.Therefore,Shanghai calendar art has the characteristics of culture fusion,simplification,and commercialization that represents the conflict and integration of Western and Eastern culture.This thesis intends to study the technique of utilizing the vintage graphic design from the calendar art with modern fashion,which will be accepted by modern population.Thus,the author analysis graphic designs from the old Shanghai calendar art,involve the view as a local Shanghainese,and looks into the old calendar art from aspect of cultural,iconology,aesthetics,and consumer psychology.The research extends in 6 sections: 1.discussions on the background of‘Haipai(Shanghai style)' culture,includes the historical origin,characteristics,artistic style,and the female characters in Haipai.2.Introductions of the historical development,graphing methods,and the sketch of stories from different time periods of the calendar art.3.Analysis of graphic designs and sketching methods of calendar arts from the iconology aspect.4.Investigations of the impact from Western art style,and the summarization of its' designing methods.5.The overlook of market-oriented implementation plan that based on the consumer psychology,and the researches of the applicable design from the aesthetic aspect.6.The extraction of the designing techniques of traditional calendar arts in modern applications,by combining the western arts with actual market.Shanghai Calendar was based on the culture of "combination" as the design background,with mixing traditional and Western painting China New Year paintings in the perspective of law.In 1930 s,it has been influenced by Art Deco from Western and the thoughts of hedonism,so as to achieve the peak period of the development of the calendar.There are three parts of the visual elements,mainly including in the female image,the decorative pattern and the commercial advertisement.During the process of "redesign" and "reuse" on the visual symbols,the three design methods of deconstruction,partial exaggeration and contrast effectively reflect the charm of traditional elements and integrate modern fashion styles.The research aims to fuse the Haipai element into western designing style,intends to break the patterns of dragons,phoenixes,and wash paint stereotype in traditional Chinese elements.Create a new point of view in Haipai style,and fulfills the modern aesthetic with Haipai arts.