New Women And New Fashion

Ladies Journal is the magazine with the longest circulation,the largest circulation,the most extensive readership,and a large social impact in modern China.Its female advertising content is rich and eye-catching.It is like a window for exploring the history of the Republic of China.The form recorded the lifestyle of women at that time and also reflected the characteristics of the times of the Republic of China society.This article is divided into three parts: background,analysis and discussion.First,objectively describe the historical background of Ladies Journal,briefly introduce the education,marriage,occupation and living conditions of women in the Republic of China,aiming to comprehensively construct the era and characteristics of Ladies Journal.Secondly,in the unit of year,quantify the total number and classification of women 's advertisements in Ladies Journal,understand the basic situation of advertisements in Ladies Journal,and summarize their layout features.Third,use text analysis to explore the construction of new female images and new lifestyles in various women 's advertisements in Ladies Journal.Through the above research,it has been found that the number of women 's advertisements in Ladies Journal is from small to large,and the types are from simple to complex.It has gradually changed from simply meeting the survival needs of women to paying attention to their spiritual enjoyment.At the beginning of the Republic of China,a large number of female images began to appear in advertisements,reflecting the improvement of China's female social status.Advertisement is a part of social culture,and has a guiding role in the clothing,food,housing,transportation,leisure and entertainment of women and their familymembers.The advertisement has shaped three new female images of the new wife and mother,the new intellectual woman,and the new healthy woman.Under the influence of advertisements,women's reading became a new trend during the Republic of China period.Health and beauty attracted more women's attention.People began to advocate Western science and technology,and Western medicine began to be accepted by people.Advertisement cannot exist without social life.Advertisement is a social behavior.In order to stimulate women's material and spiritual needs to promote merchandise,the advertisement depicts a group of sexy women who are modern,fashionable,attractive,and pursue new cultural and entertainment methods.Under the cultural penetration of advertising,the Western hedonistic concept gradually prevailed.Socialization became an important part of women 's daily life.Women expanded from a small boudoir to a vast world.They admired the use of Western-style cosmetics and modern wear.New clothes,and yearn for and pursue new fashion leisure entertainment methods such as shopping malls,listening to music,dancing,photography and so on.