ISSN: 2222-6990
Open access
This study explores the integration of commercial advertising elements in the Republic of China (1912–1949), highlighting the interplay between Chinese cultural traditions and Western advertising methodologies. During this period, an influx of foreign enterprises introduced modern advertising strategies, prompting domestic brands to adopt innovative visual and rhetorical techniques to increase their competitiveness in the marketplace. By analyzing key advertising sectors—including cigarette brands, everyday consumer goods, and the iconic calendar posters—this research examines how advertising designers skillfully integrated traditional Chinese aesthetics with Western realism to produce persuasive and visually compelling advertisements. Moreover, the study investigates the strategic use of advertising slogans, typography, and imagery to influence consumer behavior. The findings reveal that advertising during this era not only served commercial objectives but also mirrored broader socio-cultural transformations, shaping the trajectory of modern Chinese advertising design.
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