Cookies Policy
X

This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies.

I accept this policy

Find out more here

Selling Modernity: Housewives as Portrayed in Yuefenpai (Calendar Posters) and Magazine Advertisements in Shanghai of the 1920s and 1930s

Brill’s MyBook program is exclusively available on BrillOnline Books and Journals. Students and scholars affiliated with an institution that has purchased a Brill E-Book on the BrillOnline platform automatically have access to the MyBook option for the title(s) acquired by the Library. Brill MyBook is a print-on-demand paperback copy which is sold at a favorably uniform low price.

Access this chapter

+ Tax (if applicable)

Chapter Summary

Yuefenpai are the calendar posters that were used for advertising consumer products in the international city of Shanghai during the 1920s and 1930s. The Yuefenpai calendar posters, newspaper and magazine advertisements typically depict four types of modern women: first, female students who wore pale blue qipao made of cotton as their uniform; second, professional working women as represented by movie actresses, singers, dancers, and stewardesses; third, upper-middle-class women as represented by daughters of celebrity families, noble ladies and middle-class housewives; last, "seductive" nude or semi-nude women who are normally considered to be prostitutes. Mass media, such as the yuefenpai calendar posters, newspaper and magazine advertisements, and motion pictures that developed in the years of the Republic of China, not only presented the image of the new-born "modern woman" represented by middle-class housewives and their modern lifestyles, but also created modern daily life in the metropolis of Shanghai.

Keywords: magazine advertisements; middle-class housewives; Shanghai; yuefenpai calendar posters

10.1163/9789004258082_006
/content/books/b9789004258082s006
dcterms_subject,pub_keyword
6
3
Loading

Sign-in

Can't access your account?
  • Tools

  • Add to Favorites
  • Printable version
  • Email this page
  • Recommend to your library

    You must fill out fields marked with: *

    Librarian details
    Your details
    Why are you recommending this title?
    Select reason:
     
    Asian Women and Intimate Work — Recommend this title to your library
  • Export citations
  • Key

  • Full access
  • Open Access
  • Partial/No accessInformation