Research On Female Fashion Communication In Linglong Magazine Under The Situation Of Anti-Japanese War

Since the opening of the port in 1843,modern elements such as Western lifestyles and values have been spread to all corners of Shanghai through the Concession.Since then,Shanghai has started the process of modernization.By the 1930s,Shanghai has become a prosperous international metropolis,and the whole city is full of westernized "modern atmosphere".At the same time,the Japanese aggressors pressed forward step by step,the sovereignty of the country was falling,and the whole society was in a stormy situation.It was in this environment that Linglong magazine was published and distributed,with the purpose of "improving women’s beautiful life and social noble entertainment",and actively leading the trend of women’s fashion.As a commercial pictorial of women in daily life,most of the studies on Linglong focus on the female image and female discourse,while ignoring the relationship between the publication and the current situation in turbulent times.Based on the situation of the Anti Japanese War,this paper analyzes and interprets the text of Linglong magazine,in order to explore its female fashion and communication characteristics in different periods.With the continuous development of the Anti Japanese war situation,Linglong has gone through three stages:preliminary exploration,improved development and firm stance.In the early stage,the magazine focused on leisure style,editors were far away from politics and neutral attitude,mainly focusing on women’s fashion life,involving common sense of life,clothing and beauty,social entertainment,etc.With the expansion of the Japanese War of aggression against China and the influence of the "year of national products movement" and "new life movement",Linglong in the middle period changed the direction of building women’s fashion and chose to reshape the "modern" way to respond to the changes of the current situation.In the later stage,it completely changed the political position of the early stage,advocated to protect the country,and highly praised the fashion trend of women’s participation in the war.At this time,Linglong and the female fashion it spread showed a distinct color of "Anti Japanese War".Under the background of the Japanese invasion of China in the 1930s,Linglong magazine has been able to stand for seven years in the fierce and cruel Shanghai newspaper market and is deeply loved by readers.In addition,the unique group of editors is also an important guarantee.