Beauty Advertising in Republican Shanghai: Evolution of the Modern Girl through the analysis of Calendar Posters

Abstract

The present work is an analysis of the evolution and development of yuefenpai (calendar posters) in relation to beauty advertising. They represent the mirror of some social and economic changes occurred during the Early Republic of China (1912-1949), which mainly concern women and their role in society. The "modern girls" are placed in the specific urban context of the city of Shanghai, the place where the yuefenpai have most spread. Calendar posters therefore constitute a unique genre, as well as being a particular medium for the study of consumer culture in Republican Shanghai.