Advertisements for domestic products in Shanghai from nearly a hundred years ago conveyed a red code. What are you doing to make money? All for the cause
Advertising is not only a display of goods, but also a carrier to enhance the appeal and centripetal force of national culture. They are special pictures of history, not only recording the style of an era, but also the epitome of the spirit of the times. What did advertising look like nearly a hundred years ago? In that era without sophisticated photos and live video broadcasts, how were advertisements presented? You may be able to find the answer by visiting the exhibition "Love China and Prosper Chinese Products - Patriotism in Advertising".
The exhibition, organized by Shanghai Taofen Memorial Hall and Suzhou River Industrial Civilization Exhibition Hall, was selected into the "City of Glory" 2024 Shanghai Red Culture Season boutique event. On the occasion of International Museum Day, the exhibition was unveiled in the temporary exhibition hall of the Suzhou River Industrial Civilization Exhibition Hall on the morning of May 17. It will be open to the public free of charge from May 18 to June 30.
"Love China and Rejuvenate Chinese Products—Patriotism in Advertising" Exhibition
Zou Taofen was an outstanding cultural warrior, outstanding journalist and publisher in modern China. He was the editor-in-chief and founded "six magazines and one newspaper" throughout his life, and "Life" weekly was one of them. Since 1926, when he was changed to editor-in-chief by Zou Taofen, the sales volume has increased. It rose rapidly and became a very influential news commentary publication for the whole nation before the Anti-Japanese War.
Historical photos related to "Life" magazine on display in the exhibition
Advertising is an important support for the survival and development of newspapers and periodicals. Zou Taofen and Xu Boxin, who is in charge of the operation of "Life" weekly, always regard maintaining the quality of newspapers and periodicals as their core concept. They do not regard advertising as a means of making profits, but strictly follow the "Life" spirit of "serving readers wholeheartedly" and regard it as promotion. Domestic products and an important way to serve the society. As Zou Taofen said: "Promoting domestic products and encouraging Chinese people to make more practical inventions are actually the foundation for a prosperous country and people. It is not just designed for xenophobia. I hope that Chinese people will work hard to move forward."
This exhibition consists of three parts: "What are you doing to make money? It's all for your career", "Domestic product advertisements are especially welcome" and "Domestic fashion brands add color" to tell the audience the story of domestic brands bravely shouldering the historical mission at a time of national peril, presenting that era. People support national industries and hope for a prosperous country and a strong people.
As one of the birthplaces of China's national industry, a group of outstanding national enterprises gathered along the Suzhou River in Shanghai. With the changes of the times, development and transformation, the Suzhou River Industrial Civilization Exhibition Hall panoramically presents the Suzhou River's transformation from a modern industrial hotspot to an innovative location. The evolution process of Ju Le Land. The exhibition relies on the venue's advantageous resources and specifically selects domestic product advertisements that are relevant to the Suzhou River Industrial Civilization Exhibition Hall. It also displays physical advertising leaflets for domestic products from the early 20th century collected by the Suzhou River Industrial Civilization Exhibition Hall.
The exhibition also has a special "Newspaper and Periodicals Corner" where visitors can browse through periodicals such as "Life" weekly and "Life Illustrated" and have a close dialogue with books and periodicals from nearly a century ago. In the interactive session, the audience can draw a task card on site and follow the instructions on it to look for clues in the exhibition hall and museum, record information, match the advertising pictures of domestic products with the actual domestic products in the venue, and conduct a tour of the exhibition and museum. Wonderful journey.
On the opening day, activities such as the "Guess the Advertisement and Uncover the Answer" interactive game and the "Life Weekly Advertising Designer" painting colors for domestic product advertisements attracted citizens to participate.
On the opening day of the exhibition, visitors participated in interactive activities
On the opening day of the exhibition, visitors participated in interactive activities
On the opening day of the exhibition, visitors participated in interactive activities