The Usage of Traditional Chinese Calendar-Poster Yuefenpai at Advertising of International Companies in China in the First Half of XXth Century
The article discusses the traditional Chinese calendar poster Yuefenpai, as a cross-cultural phenomenon in the Chinese advertising market in the first half of the 20th century. Yuefenpai, as one of the symbols of China in the 20th century, is not only part of the cultural heritage of China, but also serves as a rich source for cross-cultural research. Yuefenpai, as an advertising poster that was introduced by foreigners to Chinese consumers, allows us to analyze how the interaction of cultures creates new cultural images, and how the existing change. The author considers the situation in the political and public life of China, which led to the possibility of the emergence of this new advertising genre. By analyzing Chinese and foreign sources, the author tries to determine what influence Chinese and Western cultures had on the formation of the image of Yuefenpai. In the course of studying the advertising samples and theoretical sources, the author tries to establish what impact on the society, economy, culture, art, and the development of modern Chinese advertising had Yuefenpai.