从“月份牌”广告看民国女性服饰审美意象的构建

从“月份牌”广告看民国女性服饰审美意象的构建
一、本文概述
Overview of this article
本文旨在通过深入剖析民国时期的“月份牌”广告，探讨其对女性服饰审美意象的构建与影响。

月份牌广告，作为一种独特的历史文化现象，不仅反映了当时社会的消费观念和审美倾向，更在塑造女性形象、传播服饰文化等方面发挥了重要作用。

本文将从历史背景、广告内容、女性形象塑造、审美意象构建等多个方面展开论述，揭示月份牌广告如何成为民国时期女性服饰审美的重要载体和推动力量。

This article aims to explore the construction and influence of "calendar plate" advertisements on the aesthetic imagery of women's clothing during the Republic of China era through
in-depth analysis. Calendar advertising, as a unique historical and cultural phenomenon, not only reflects the consumption concepts and aesthetic tendencies of the society at that time, but also plays an important role in shaping the image of women and spreading clothing culture. This article will discuss from multiple aspects such as historical
background, advertising content, female image shaping, and aesthetic image construction, revealing how calendar advertising became an important carrier and driving force for female clothing aesthetics during the Republic of China period.
通过对月份牌广告的细致分析，我们将发现其背后所蕴含的女性服饰审美意象的多元性和复杂性。

这些广告不仅展示了当时流行的服饰款式和潮流趋势，更通过女性形象的塑造，传递了关于女性美、时尚、品味等多重价值观念。

这些价值观念不仅影响了当时女性的服饰选择和审美取向，也在一定程度上塑造了民国时期的女性形象和社会角色。

Through a detailed analysis of lunar billboard advertisements, we will discover the diversity and complexity of the aesthetic imagery of female clothing contained behind them. These advertisements not only displayed popular clothing styles and trends at the time, but also conveyed multiple values about women's beauty, fashion, taste, and other aspects through the shaping of female images. These values not only influenced the clothing choices and aesthetic orientations of women at that time, but also to some extent shaped the image and social
roles of women during the Republican era.
本文还将探讨月份牌广告在构建女性服饰审美意象过程中的作
用机制和影响因素。

我们将分析广告中的视觉元素、文字语言、社会文化等多种因素如何共同作用，构建出丰富多彩的女性服饰审美意象。

我们也将反思这种审美意象构建背后的社会性别观念和消费文化影响，以期对当今社会的时尚审美和文化发展提供一定的启示和借鉴。

This article will also explore the mechanism and influencing factors of calendar advertising in the process of constructing aesthetic images of women's clothing. We will analyze how various factors such as visual elements, textual language, and social culture in advertisements work together to construct a rich and colorful aesthetic image of women's clothing. We will also reflect on the social gender concepts and consumer culture influence behind the construction of this aesthetic image, in order to provide some inspiration and reference for the fashion aesthetics and cultural development in today's society.
本文旨在通过对民国时期月份牌广告的深入研究，揭示其对女性服饰审美意象构建的重要作用和影响，以期为我们理解历史、认识时
尚、探索文化提供新的视角和思路。

This article aims to reveal the important role and influence of calendar advertising on the construction of aesthetic imagery in women's clothing during the Republic of China era through in-depth research, in order to provide us with new perspectives and ideas for understanding history, understanding fashion, and exploring culture.
二、月份牌广告与民国女性服饰概述
Overview of Calendar Billboard Advertising and Women's Clothing in the Republic of China
月份牌，作为一种集日历、广告、绘画于一体的特殊商品，起源于晚清的上海。

随着商业的繁荣和印刷技术的进步，月份牌广告以其精美的画面和实用的日历功能，迅速成为商家宣传产品、塑造品牌形象的重要手段。

而在这些广告中，女性形象常常成为主角，她们的服饰、妆容和姿态都成为了展示时尚潮流和文化审美的重要载体。

Calendar cards, as a special commodity that combines calendars, advertisements, and paintings, originated in Shanghai during the late Qing Dynasty. With the prosperity of
commerce and the advancement of printing technology, calendar advertising has quickly become an important means for businesses to promote products and shape brand image due to its exquisite visuals and practical calendar functions. In these advertisements, female images often become the main characters, and their clothing, makeup, and posture have become important carriers for showcasing fashion trends and cultural aesthetics.
在民国时期，社会变革和西方文化的冲击使得女性的地位逐渐提升，女性服饰也经历了前所未有的变革。

传统的旗袍、马褂等服饰逐渐融入了西方裁剪技巧和元素，形成了独具特色的民国女性服饰风格。

同时，月份牌广告也成为了展示这种服饰风格的重要平台。

During the Republic of China period, social changes and the impact of Western culture gradually elevated the status of women, and women's clothing underwent unprecedented changes. Traditional clothing such as cheongsam and coat gradually incorporated Western cutting techniques and elements, forming a unique style of clothing for women in the Republic of China. Meanwhile, calendar advertising has also become an important
platform for showcasing this clothing style.
月份牌广告中的女性形象，通常穿着各式各样的民国女性服饰，如旗袍、西式连衣裙、学生装等。

这些服饰不仅展示了民国时期的时尚潮流，也反映了当时女性的社会地位和审美取向。

通过这些广告，我们可以看到民国女性服饰在保持传统文化元素的如何吸收和融合
西方时尚元素，形成了一种独特的审美意象。

The female image in monthly billboard advertisements usually wears various Republican women's clothing, such as cheongsam, Western style dresses, student uniforms, etc. These costumes not only showcase the fashion trends of the Republic of China era, but also reflect the social status and aesthetic orientation of women at that time. Through these advertisements, we can see how the clothing of women in the Republic of China absorbed and integrated Western fashion elements while maintaining traditional cultural elements, forming a unique aesthetic image.
因此，研究月份牌广告中的女性服饰，不仅可以了解民国时期的时尚潮流和文化审美，也可以窥见当时女性的社会地位和生活状态。

这对于我们理解民国女性服饰审美意象的构建具有重要的历史和文
化价值。

Therefore, studying women's clothing in lunar billboard advertisements can not only understand the fashion trends and cultural aesthetics of the Republic of China era, but also glimpse the social status and living conditions of women at that time. This has important historical and cultural value for us to understand the construction of aesthetic imagery in the clothing of women in the Republic of China.
三、民国女性服饰审美意象的构建
The Construction of Aesthetic Imagery for Women's Clothing in the Republic of China
在民国时期的“月份牌”广告中，女性服饰审美意象的构建呈现出一种多元且复杂的态势。

这不仅反映了当时社会的审美观念，也映射了女性地位的微妙变化。

In the "calendar card" advertisements during the Republic of China era, the construction of aesthetic imagery in women's clothing presented a diverse and complex trend. This not only reflects the aesthetic concepts of the society at that time,
but also reflects the subtle changes in the status of women.
从“月份牌”广告中，我们可以观察到民国女性服饰的多样性。

从传统的旗袍、马褂，到西式的洋装、裙子，各种风格的服饰在广告中均有出现。

这显示了当时女性服饰的多元选择，也反映了民众对于传统与现代、东方与西方服饰文化的接受与融合。

We can observe the diversity of women's clothing in the Republic of China from the advertisements on the "calendar". Various styles of clothing, from traditional cheongsams and jackets to Western dresses and skirts, are featured in advertisements. This shows the diverse choices of women's clothing at that time, and also reflects the acceptance and integration of traditional and modern, Eastern and Western clothing cultures among the public.
广告中的女性形象也为我们揭示了民国女性服饰审美意象的构建。

在多数广告中，女性被描绘为温婉、贤淑、知性的形象，她们的服饰往往也是简洁大方，色彩柔和，既体现了女性的端庄，又凸显了女性的曲线美。

这种审美意象的构建，既体现了当时社会对于女性的期待，也反映了女性自我意识的觉醒。

The female images in advertisements also reveal the
construction of aesthetic imagery in the clothing of women in the Republic of China. In most advertisements, women are portrayed as gentle, virtuous, and intellectual figures, and their clothing is often simple and elegant, with soft colors, reflecting both the dignity of women and highlighting their curvaceous beauty. The construction of this aesthetic image not only reflects the expectations of society for women at that time, but also reflects the awakening of women's self-awareness.
再者，从“月份牌”广告中我们还可以看到，民国女性服饰审美意象的构建与当时的社会风气密切相关。

在民国时期，随着西方文化的传入，女性的社会地位逐渐提高，女性服饰也逐渐从束缚中解脱出来，变得更加自由和舒适。

这种社会风气的变化，也在“月份牌”广告中得到了生动的体现。

Furthermore, we can also see from the "calendar plate" advertisements that the construction of aesthetic imagery in women's clothing during the Republic of China was closely related to the social atmosphere of that time. During the Republic of China period, with the introduction of Western culture, the social status of women gradually improved, and
women's clothing gradually freed itself from constraints, becoming more free and comfortable. This change in social atmosphere is also vividly reflected in the advertisements on the "calendar".
民国女性服饰审美意象的构建是一个复杂而多元的过程，它既受到传统文化的影响，也受到外来文化的影响；既反映了当时社会的审美观念，也体现了女性自我意识的觉醒。

而“月份牌”广告作为当时社会的重要媒介，为我们提供了观察和理解这一过程的独特视角。

The construction of aesthetic imagery for women's clothing in the Republic of China is a complex and diverse process, which is influenced by both traditional culture and foreign culture; It not only reflects the aesthetic concepts of the society at that time, but also reflects the awakening of women's
self-awareness. As an important medium in society at that time, "calendar plate" advertisements provided us with a unique perspective to observe and understand this process.
四、月份牌广告对民国女性服饰审美意象的影响
The Influence of Calendar Billboard Advertising
on the Aesthetic Imagery of Women's Clothing in the Republic of China
月份牌广告以其独特的艺术形式和广泛的社会影响力，对民国女性的服饰审美意象产生了深远影响。

这一时期的女性服饰审美意象，在一定程度上是由月份牌广告塑造和推动的。

Calendar advertising, with its unique artistic form and extensive social influence, has had a profound impact on the aesthetic imagery of clothing for women in the Republic of China. The aesthetic imagery of women's clothing during this period was to some extent shaped and promoted by calendar advertising.
月份牌广告推动了女性服饰的时尚潮流。

广告中展示的各种新颖、时尚的服饰款式，成为女性追逐的目标。

无论是旗袍的改良，还是西式服饰的引入，月份牌广告都扮演了重要的角色。

通过广告的宣传，女性得以接触到更多元的服饰文化，从而拓宽了她们的审美视野。

Calendar advertising has driven the fashion trend of women's clothing. The various novel and fashionable clothing styles displayed in advertisements have become the targets pursued by women. Whether it is the improvement of cheongsam or the introduction of Western style clothing, lunar calendar
advertising has played an important role. Through advertising, women are exposed to a more diverse clothing culture, thereby broadening their aesthetic horizons.
月份牌广告强化了女性对自我形象的塑造意识。

广告中的女性形象，往往被塑造为美丽、优雅、独立的代表，这些形象成为了女性自我认同的参照。

女性开始更加注重自己的仪表和穿着，试图通过服饰来展现自己的个性和魅力。

这种自我形象的塑造意识，在一定程度上提升了女性的社会地位和自我价值感。

Calendar advertising strengthens women's awareness of self-image shaping. The female images in advertisements are often portrayed as representatives of beauty, elegance, and independence, which serve as a reference for women's
self-identity. Women are beginning to pay more attention to their appearance and clothing, attempting to showcase their personality and charm through clothing. This awareness of self-image shaping has to some extent enhanced women's social status and sense of self-worth.
月份牌广告还促进了女性服饰市场的繁荣。

随着广告的不断推出，女性服饰的种类和款式日益丰富，满足了不同女性的审美需求。

这不
仅推动了女性服饰产业的发展，也为女性提供了更多选择的空间。

Calendar advertising has also promoted the prosperity of the women's clothing market. With the continuous launch of advertisements, the types and styles of women's clothing are becoming increasingly diverse, meeting the aesthetic needs of different women. This not only promotes the development of the women's clothing industry, but also provides more choices for women.
然而，月份牌广告对女性服饰审美意象的影响并非全然积极。

在一定程度上，广告中的女性形象也存在着刻板印象和审美偏见的问题。

这些形象往往过于追求外表的美丽和时尚，而忽略了女性的内在品质和精神追求。

这种单一的审美标准，可能会对女性的自我认知和价值观产生一定的误导。

However, the impact of calendar advertising on the aesthetic imagery of women's clothing is not entirely positive. To a certain extent, there are also issues with stereotypes and aesthetic biases in the portrayal of women in advertisements. These images often overly pursue external beauty and fashion, while ignoring women's inner qualities and spiritual pursuits.
This single aesthetic standard may mislead women's
self-awareness and values to a certain extent.
月份牌广告对民国女性服饰审美意象的影响是复杂而多元的。

它在推动女性服饰时尚潮流、强化女性自我形象塑造意识的也存在着一定的审美偏见和刻板印象。

因此，在看待月份牌广告的影响时，我们需要保持理性和客观的态度，既要看到其积极的一面，也要警惕其可能带来的负面效应。

The influence of calendar advertising on the aesthetic imagery of women's clothing in the Republic of China is complex and diverse. It also has certain aesthetic biases and stereotypes in promoting women's fashion trends and strengthening women's self-image shaping awareness. Therefore, when looking at the impact of calendar advertising, we need to maintain a rational and objective attitude, not only to see its positive side, but also to be wary of the potential negative effects it may bring.
五、民国女性服饰审美意象的社会文化意义
The Social and Cultural Significance of Aesthetic
Imagery of Women's Clothing in the Republic of China 民国时期的“月份牌”广告，作为一种独特的文化现象，不仅反映了当时商业的繁荣和广告业的兴起，更重要的是，它成为了观察民国女性服饰审美意象的窗口。

这一时期的女性服饰审美意象，不仅仅是表面的装扮和时尚，更是深层次的社会文化的反映。

The "calendar plate" advertisement during the Republic of China period, as a unique cultural phenomenon, not only reflected the prosperity of commerce and the rise of the advertising industry at that time, but more importantly, it became a window for observing the aesthetic imagery of women's clothing in the Republic of China. The aesthetic imagery of women's clothing during this period is not only superficial dress and fashion, but also a reflection of deep social and cultural aspects.
从“月份牌”广告中，我们可以窥见民国女性服饰审美意象的多元性。

这些广告中的女性形象，既有传统的大家闺秀，也有新潮的都市女性，她们的服饰风格各异，既有旗袍、唐装等传统服饰的典雅，也有洋装、短裙等现代服饰的时尚。

这种多元性，不仅体现了当时社会的开放和包容，也反映了女性在社会地位上的提升和自我意识的觉
醒。

From the "calendar card" advertisement, we can glimpse the diversity of aesthetic imagery in the clothing of women in the Republic of China. The female images in these advertisements range from traditional wealthy ladies to trendy urban women, with diverse clothing styles, ranging from the elegance of traditional clothing such as qipao and Tang costume to the fashion of modern clothing such as dresses and short skirts. This diversity not only reflected the openness and inclusiveness of society at that time, but also reflected the improvement of women's social status and the awakening of self-awareness.
同时，民国女性服饰审美意象的构建，也受到了当时社会文化的深刻影响。

例如，传统的儒家文化强调女性的温柔、贤淑，这在“月份牌”广告中的女性形象上得到了体现；而西方的自由、平等思想，则在一定程度上推动了女性服饰的现代化和个性化。

这种社会文化的影响，使得民国女性服饰审美意象呈现出一种独特的魅力，既有传统的韵味，又有现代的气息。

At the same time, the construction of aesthetic imagery for
women's clothing in the Republic of China was also deeply influenced by the social and cultural context of that time. For example, traditional Confucian culture emphasizes the gentleness and virtue of women, which is reflected in the female image in "calendar plate" advertisements; The Western ideas of freedom and equality have to some extent promoted the modernization and personalization of women's clothing. The influence of this social culture has led to a unique charm in the aesthetic imagery of women's clothing in the Republic of China, with both traditional charm and modern atmosphere.
民国女性服饰审美意象的构建，还与当时的政治、经济环境密切相关。

例如，随着民族资本主义的发展，一些具有民族特色的服饰开始受到女性的青睐；而在抗日战争时期，一些具有爱国意义的服饰和图案，则成为了女性表达爱国情怀的重要方式。

这种与政治、经济的紧密关联，使得民国女性服饰审美意象具有了更深远的社会意义。

The construction of aesthetic imagery for women's clothing in the Republic of China is closely related to the political and economic environment of that time. For example, with the development of national capitalism, some clothing with ethnic
characteristics began to be favored by women; During the War of Resistance Against Japan, some patriotic clothing and patterns became an important way for women to express their patriotism. This close connection with politics and economy has given the aesthetic imagery of women's clothing in the Republic of China more profound social significance.
民国女性服饰审美意象的构建，不仅是一种时尚和审美的体现，更是一种社会文化的反映。

它多元、包容、开放，既体现了当时社会的繁荣和进步，也反映了女性在社会地位上的提升和自我意识的觉醒。

这种审美意象的构建，不仅对当时的社会产生了深远的影响，也对今天的女性服饰审美和社会文化研究具有重要的启示意义。

The construction of aesthetic imagery in women's clothing during the Republic of China is not only a reflection of fashion and aesthetics, but also a reflection of social culture. It is diverse, inclusive, and open, reflecting not only the prosperity and progress of society at that time, but also the improvement of women's social status and the awakening of self-awareness. The construction of this aesthetic image not only had a profound impact on society at that time, but also
had important enlightening significance for today's female clothing aesthetics and social and cultural research.
六、结论
Conclusion
本文通过对“月份牌”广告中民国女性服饰的深入研究，揭示了当时社会对女性服饰审美的意象构建。

这一历史时期，女性服饰不仅仅是简单的穿着，更是社会观念、文化传统和审美趣味的集中体现。

月份牌广告作为一种流行的视觉媒介，无疑在塑造和传播这种审美意象中发挥了重要作用。

This article reveals the image construction of women's clothing aesthetics in the society at that time through
in-depth research on the clothing of women in the Republic of China in the advertisements of "lunar billboards". During this historical period, women's clothing was not only simple to wear, but also a concentrated reflection of social concepts, cultural traditions, and aesthetic tastes. As a popular visual medium, calendar advertising undoubtedly plays an important role in shaping and disseminating this aesthetic image.
研究发现，民国时期的女性服饰审美意象受到了多种因素的影响。

一方面，传统的审美观念依然根深蒂固，女性服饰在设计中注重线条的流畅和色彩的和谐，以展现女性的婉约之美。

另一方面，随着西方文化的传入，新的审美标准也逐渐形成，女性服饰开始注重展现女性的身体曲线，强调性感与时尚。

Research has found that the aesthetic imagery of women's clothing during the Republic of China period was influenced by various factors. On the one hand, traditional aesthetic concepts are still deeply rooted, and women's clothing design emphasizes the smoothness of lines and the harmony of colors to showcase the graceful beauty of women. On the other hand, with the introduction of Western culture, new aesthetic standards have gradually formed, and women's clothing has begun to focus on showcasing women's body curves, emphasizing sexiness and fashion.
月份牌广告通过精心设计的图像和文字，将这些审美意象传递给广大消费者。

广告中的女性形象往往穿着时尚、妆容精致，展现了一种全新的生活方式和价值观念。

这种传播方式不仅影响了女性对服饰的选择，也在一定程度上改变了社会的审美标准和价值观念。

Calendar advertising conveys these aesthetic images to consumers through carefully designed images and text. The female image in advertisements often wears fashionable clothes and has exquisite makeup, showcasing a brand new way of life and values. This mode of dissemination not only affects women's choices of clothing, but also to some extent changes the aesthetic standards and values of society.
然而，值得注意的是，这种审美意象的构建并非单一和固定的。

随着社会的变迁和文化的交流，女性服饰审美也在不断演变和调整。

月份牌广告作为时代的见证者，为我们提供了宝贵的历史资料，让我们能够更深入地了解民国时期女性服饰审美的演变和发展。

However, it is worth noting that the construction of this aesthetic image is not singular and fixed. With the changes in society and cultural exchange, the aesthetic of women's clothing is also constantly evolving and adjusting. As witnesses of the times, calendar advertising provides us with valuable historical information, allowing us to have a deeper understanding of the evolution and development of women's clothing aesthetics during the Republican era.
从“月份牌”广告中我们可以窥见民国女性服饰审美意象的构建过程。

这一过程既受到传统观念的影响，也受到外来文化的冲击。

月份牌广告以其独特的传播方式，促进了女性服饰审美的多元化和个性化。

通过深入研究这一历史时期的女性服饰，我们可以更好地理解当代女性服饰审美的发展脉络和未来趋势。

We can glimpse the construction process of aesthetic imagery in the clothing of women in the Republic of China from the advertisements on "calendar boards". This process is influenced by both traditional concepts and foreign cultures. Calendar advertising, with its unique way of dissemination, promotes the diversification and personalization of women's clothing aesthetics. By conducting in-depth research on women's clothing during this historical period, we can better understand the development and future trends of contemporary women's clothing aesthetics.。