Research On Hong Kong Newspapers And Periodicals’ Apparel Advertisements In The Republic Of China

During the Period of the Republic of China when communication tools were underdeveloped.Newspapers and periodicals become the main way for people to obtain new information and play an important role in information dissemination between advertisers and consumers.After the British occupied Hong Kong,they brought western newspapers and advanced technology and management experience in running newspapers from the West.In addition,the domestic printing technology is mature,which makes the Hong Kong newspaper industry flourish.Clothing advertising is one of the sources of newspaper income,and it also develops vigorously with newspapers.The content carried by newspapers and periodicals is like a mirror,reflecting the appearance of historical society and revealing people’s lifestyle and consumption concept.At present,there are great achievements in the study of newspaper advertisement in China,but there are few researches on clothing advertisement.Based on the period of the Republic of Hong Kong,this thesis conducts systematic research on clothing advertisements in newspapers and periodicals,using methods such as literature research,content analysis,image classification and statistics,and image case analysis.Combined with the background of politics,economy and culture,this thesis explores the development of costume advertising in Hong Kong in the Period of the Republic of China,the characteristics of costume advertising,the hidden Hong Kong characteristic culture of costume advertising and the social role it brought to Hong Kong in the Republic of China.This article analyzes the content of Hong Kong clothing advertisements in the newspapers and periodicals of the Republic of China into four parts:The first part starts from the background of Hong Kong’s clothing industry and newspaper industry in the Republic of China.Analysis of general merchandise industry,clothing industry and newspaper industry development.Explore the development of clothing advertising in newspapers and periodicals;The second part analyzes the artistic features of Hong Kong clothing advertisements in the newspapers and periodicals of the Republic of China.The design of clothing advertisements in Hong Kong in the Republic of China is not yet mature,but the advertisers are still ingenious.They display their design creativity in the advertisement titles and illustrations to attract consumers.They use novel and diverse forms of expression to shape the brand image and promote brand characteristics from various angles.Promotional means to stimulate consumers’ desire to buy.The third part analyzes the Hong Kong characteristics and social functions of Hong Kong clothing advertisements in newspapers and periodicals of the Republic of China.Although the Hong Kong culture displayed in the clothing advertisement is still relatively shallow,it has laid a foundation for the formation of Hong Kong characteristic culture in the future.Clothing advertising not only promotes sales,but also promotes women’s liberation movement,promotes the development of clothing fashion and spreads patriotism.The fourth part aesthetics and design of contemporary clothing advertisements are considered,and a new way of designing clothing advertisements in Hong Kong is proposed.Combined with the design background of the contemporary national tide culture and the new trend of retro aesthetics,the design practice of clothing advertisements is carried out.