民国时期报刊服装广告的“西风东渐”潮

“East meets west” Trend of Fashion Advertisements in Newspapers and Periodicals During the MinGuo Period

从悬念式、名人式与综合式等广告创意的角度,从摄影、绘画与文案等广告形式的角度分析了民国时期报刊服装广告受“西风东渐”历史潮流的影响,并从服装加工方式、服装消费方式与文化根基的西化等方面探讨了其形成原因。

The influence of “east meets west” on the fashion advertisement in newspapers and periodicals during the MinGuo period was analyzed both from the view of advertising ideas,such as suspensive,proficient and synthetical manner,and from the view of advertising forms,such as photography,drawing and texts.The forming reasons were discussed from the westernized processing pattern,consuming style and cultural foundation.