民国时期女明星代言的化妆品广告研究

Cosmetic Advertisements Endorsed by Female Stars During Period of Republic China

民国时期,我国的化妆品行业发展兴盛,各个商家竞争激烈,突出表现在明星广告的繁荣发展上。由于女明星本身青春靓丽,又从事演艺事业,所以备受关注,一些商家开始借助其来作宣传。商家多采用明星证言、电影海报、明星竞选活动等广告形式来吸引大众的眼球,取得了良好的效果。民国时期的广告形式即使今天也有值得我们借鉴的地方,我国广告业的发展深受其影响,今天我们看到的琳琅满目的明星广告,其肇始就在当时。

During the period of Republic China,the cosmetic industry developed prosperously in fierce competition which was particularly featured by the flourishing development of female star commercials. Due to pursuing an acting career and the youth and beauty of the female stars,they extremely attracted attentions. Some mercantile enterprises started to employ female stars to advertise the products. They made various forms in promoting cosmetics,such as declarations,movie posters,star selection campaigns and trademarks etc. to attract the public eye and got an excellent result. Even today,the forms of advertising in the period of the Republic of China are worth of reference and they have deeply influenced the development of China＇ s advertising industry. Today,when we see the dazzling star advertising,the source comes from that time.