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CHINA ADVERTISING HISTORY IN THE PERIOD OF THE RUPUBLIC OF CHINA 民國時期廣告史
民國時期的社會經濟環境 民國時期的廣告 民國時期的廣告與社會
民國時期的社會經濟環境 Social&Economical Background
清末时期,自明朝开始的资本主义萌芽开始在中国势如破竹的增长。清政府已经开始着力于政治改革,如光绪和慈禧已在谋划建立议会,欲建立宪政国家。 但由于政治改革相对保守,并没有很好地促进相应的自由经济市场。于此相反,当时大量的官办经济压制了民营经济的发展。由于法制不完善,和资本初期积累不足,使得民营经济无法与官办经济抗衡。
因此,广告这一与自由市场经济相应而生的产物在在这一时期得到了高度发展。 但无论如何,清廷致力于宪政的改革及社会上“西学东渐”风潮的兴起,都让当时的社会经济都得到了长足的发展。在 1900 年,虽然依然是落后的农业国,但清朝的 GDP 依然维系在了世界第六位。排在日本,意大利前面。这与当时民族工业的兴起不无关系
在当时,一些较为繁华的城市,已经有了我们今天所谓的“商业街”。 从这张图中我们可以看到,招牌广告,食物广告,墙体广告,匾额广告,招贴广告在这一时期都十分流行。
1911 年孙中山领导了辛亥革命,推翻了当时的满清王朝统治,建立了中华民国 虽然我们说,这场革命显得有些过于激进了,比如忽略了中国的现代工业体系和资本主义市场尚不完善的背景,在一个农业国进行资产阶级革命,则很有可能重蹈法国大革命的覆辙——最终让社会重新回归威权与集权政治。从清末改革开始带来的经济成果也将因此而葬送。当然,这是后话。
中华民国建立了民主宪政,相对于满清来说更为健全的法制。尽管在当时的中国来说,建立一个民主化的资本主义国家显得有些不切实际,但这毕竟是中国历史上最为有意义的一场政治运动,在接下来的数十年间,中国于此得益颇深。 孙中山
中华民国时期,由于健全的法制和政府对于自由市场的支持,中国也相应出现了现代广告业的雏形。如报刊广告专业化等 一战时期,由于西方国家陷入第一次世界大战,许多跨国企业由于国能战乱无法参与在中国本土的市场竞争,给中国民族工商业迅速发展的机会。很多新型的民族工商业也开始较大规模地在国内为自身的商品作广告。
二战时期,由于日本的侵略,中国大部分地区陷入战乱。导致中国的民族工商业陷入衰退。相应的,中国广告业也遭遇一段低谷,但依然保持着自身旺盛地发展
1949 年中华人民共和国成立。 1953 年开始社会主义改造标志着中国商业广告遭到了彻底的毁灭。中共消除了基于资本市场之上的自由市场经济,代之以国民计划经济,同样也消除了商业广告存在的基础,广告换了一种形式作为集权与威权政治的宣传品,大陆的民国广告就此告一段落。
民國時期的廣告 Advertisement Stuff
民国时期的化妆品广告,特别是体现在当时双妹化妆品和英国夏士莲的品牌竞争上。
当时夏士莲在上海的申报上花了很大力气去做广告。但双妹后来居上,利用一战的优势反攻,这是民国时期一个典型的广告战例子。
当时香烟广告在中国也很盛行。而且香烟广告多是以旗袍美女为主,亦代表了当时主流的男性审美观
受美国的影响比较也是当时民国广告的一个特征
从这些香烟广告也可以看出,美国广告之于当时民国时期广告设计的影响
而且当时的不少广告体现出很高的艺术性。如左图
当时出现了一些优秀的广告画师,如周慕桥,郑曼陀,杭稚英。因为广告画有别于中国传统的绘画形式,所以当时出现的广告绘画甚至间接推动了中国的油画,水彩艺术发展。
Advertisment&Society 民國時期的廣告與社會
从民国时期的广告中,我们可以看到不少当时社会风气的转变。可以看得出来,在当时,中国在逐步迈入现代化。
如收养宠物。从这个广告中我们便可得知。
中华成烟公司广告
此外当时的社会风气也相当开放,左图中的女子穿着是就十分美式。
很多现代化的生活气息,人们的生活水平,也可以从当时的广告中略知一二。
而一些当时的广告也告诉我们民国时期所新生的现代家庭观念。
 
CHINA ADVERTISING HISTORY IN THE PERIOD OF THE RUPUBLIC OF CHINA 民國時期 廣告史 THANK YOU   謝謝觀賞

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民国广告史