Old Shanghai advertising, this is called style and accent

"The Chinese New Year is coming in less than a month. What New Year's goods have everyone prepared? In fact, this time, our museum also has a batch of "New Year's goods" - advertisements from 80 years ago. ?”

Speaking of this, are you curious about what products were sold in Shanghai during the Republic of China and how advertisements were presented? This time, let us take a look at the basic necessities of life in Shanghai during the Republic of China from these old papers.

Chinese underwear companies advertise the production and sale of underwear and Western-style shirts with reduced prices and are very popular.

"? Let's start with "clothing" first. If you don't know how people dressed in Shanghai during the Republic of China, you can find the information by looking at previous advertisements?" This advertisement is small, but it is very good. The show shows us how upper-class Shanghainese dress in the cold season.

"The founding of the Republic of China emphasized that "when the Republic of China was newly established, it was urgent to regulate the uniform system" in order to make it uniform. Nowadays, countries around the world are tending to adopt Western styles and it is appropriate to follow suit." This has accelerated the acceptance of Western-style clothing. Speed, in the 1930s, Western-style clothing has occupied the mainstream of Shanghai's clothing industry.

Shanghai's routes lead to famous European and American cities, such as Paris, London, and New York. Fashionable clothing, mainly women's clothing, can soon be introduced to Shanghai. Then, with Shanghai as the center, it spread to all parts of the country.

Guanshengyuan Wheat Bran Biscuits Advertisement

"Women not only admire traditional clothing, but also like to follow Western fashion?" They She untied her traditional braids, combed her hair, and put on a tight and thoughtful cheongsam and high heels. Even the little girl next to her in the advertisement was wearing a cheongsam.

Zhengguanghe soda advertisement

"In terms of food, China, which advocates "food is the first priority for the people", has always been a big country in food." As Westerners established concessions, Western-style food was also integrated into In people's daily life, sweet biscuits, cakes and other snacks have been put on the dining table, and they can also cater to the tastes of Chinese people, so domestic stores have begun to participate in the production of such foods.

Guanshengyuan Xiguo Advertisement

"At the same time, the Western banquet style has also deeply moved people, and many restaurants have begun to attract customers with Western food." This Guanshengyuan Xiguo advertisement The advertisement depicts a unique wedding scene.

Looking closely at the advertisement, it is not difficult to find that both the guests and the waiters are wearing Western-style dresses, the layout of the tables and chairs is also very Western-style, and there are some Chinese details such as "囍" and other Chinese characters in the background, plus The semantic meaning of "Guanshengyuan Wedding Candy" is to give birth to a child early, creating a beautiful atmosphere of "merging Chinese and Western things".

Ya Shuang Advertising

"Ya Shuang is the earliest cosmetics brand produced on a large scale in China?" It is distributed by Shanghai "Mainland Pharmacy", whether it is a roadside billboard or a newspaper Online, Yashuang's advertisements can be seen everywhere on the streets of cities, often occupying large advertising space.

"This Yashuang advertisement uniquely uses the form of a dialogue between three sisters to display three products. The font is also quite artistic." In addition to the practicality of the product, the advertisement also focuses on rendering what the product can bring to people. The feeling and reaction after using the product.

"Tissot watches came to China early in the Republic of China. People even celebrated Christmas and gave Christmas gifts." "Giving to relatives and friends is the most noble; giving to lovers is the most generous." Even after half a year, century, into the 1980s there were still many advertisements using words and phrases with similar accents.

Beikai record advertisement

When people satisfied their material desires, they began to pursue spiritual pursuits. Entertainment activities such as opera, drama, juggling, and movies became popular at that time. topic.

From the Republic of China until the 1970s, human-powered tricycles and tricycles were the most important means of transportation on the road at that time, and they were relatively common at that time.

"According to records, Shanghai's first car advertisement appeared in the "Declaration" in 1911"

From the time cars entered Shanghai in 1901, until the 1930s of the last century In the 1990s, cars really began to become popular in Shanghai. It was also during this period that the creativity of car advertisements became diverse, and cars of different brands tried their best to fit the psychology of customers.

Many advertisements are only described in concise large fonts. For example, Xinhua Automobile Company’s advertisement for General Motors and parts of the United States has the logo of the relevant manufacturer and no redundant pictures or other modifications. .

The other type is to display vehicles in a large area to produce effects.

"Chinese Automobile Corporation describes the Dodge Six series as "the most lively, fastest, and capable of long-distance and difficult service", "such as the character is full of vitality, and the machinery is better than necessary, "The quality exceeds the price."

The Dodge truck is called "the most valuable freight truck today". It is worth mentioning that in the early days after the founding of New China, many buses, The buses are all modified from foreign trucks left over from the post-war period, of which Dodge trucks account for a large part.

Shanghai even sells British Singer cars. Shanghai is really the "Automobile Expo of All Nations".

In addition to putting effort into copywriting, some manufacturers use paintings to attract attention and make it more immersive. People, cars, and scenery are all indispensable. Among them, Ford Motor Company is the most It is representative, which may be one of the reasons why Ford sold the best in Shanghai at that time.

"This advertisement for the imported Mercedes-Benz LO1000 bus comes from Jebsen & Co." In 1926, Danish Jebsen & Co. was founded in Shanghai. It has affiliated companies in Denmark, Hamburg and Hong Kong, and its main business is Import and export trade and agency services.

Southern Motor Company's copywriting has the feel of ancient poetry

In addition to the passenger cars specially purchased for people, the advertisements of transportation companies and rental companies are also quite interesting.

For example, the famous Xiangsheng Company once used the number "40000", and newspapers also widely publicized the advertising slogan "Forty million compatriots, dial 40,000 numbers". For a time, Xiangsheng Taxi became popular Shanghai. In addition, there are endless advertisements for auto parts, auto repairs, etc.

The Verdun dry cleaning store uses car pickup as a selling point in its promotion

This list of models used by the Ningbo moving transport car company, which cars do everyone know?

In the 1960s, the style of advertising did not change much. "These two Shanghai taxi advertisements include taxi reservation numbers for Shanghai 250K, Shanghai brand cars, buses, etc."

General Motors Oldsmobile Advertisement

In automobile advertisements, most manufacturers or car dealers often emphasize the power, economy, and safety of their vehicle products. In addition to the characteristics of the vehicle itself, deeper advertising has also begun to highlight the driving enjoyment brought by the car and the status symbol represented by the car to attract consumers. Compared with today's cars, there are still many similarities.

Shanghai Watson Electrical Appliances Advertisement "The Wind Is So Cool"

During the Republic of China, people's basic necessities of life, including food, clothing, housing, transportation, and leisure and entertainment, can all be seen in the advertisements. The recognition and imitation of Western life continued to deepen, and the past People in the upper class began to live in a Western-style fashion, and it became fashionable for people in the upper class to eat Western food, wear suits, live in Western-style buildings, watch Western operas, and speak foreign languages.

The yellowed advertising paper conveys various product information, outlines the consumer life of Shanghai in the 1920s and 1930s, and also presents the unique aesthetic and visual culture of that era.

In that era when there were no online live broadcasts and promotional activities, consumers' attention was attracted by just short and powerful text paired with vivid and humorous illustrations.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.