Feb 13
In addition to the diamond ad, I also found examples in the history of Chinese advertising where advertising changed people's perceptions and gave symbols to goods.
After reading The History of Chinese Advertising (zhao, 2008), I learnt that during the modern Republican period, Western industries such as high-heeled shoes entered China, bringing a new form of advertising to the country - advertising paintings. The subjects of advertising paintings were generally lively and energetic women, which to some extent contributed to the emancipation of women. Most of the advertisements show the awakening of women's self-awareness and reflect their independent personality. For example, many advertisements for high-soled shoes advertised that women in the new era should not continue to wrap their feet, but should wear new types of high-heeled shoes to show their independence and progress. As a result, at the time, women who wore high heels were considered advanced, fashionable and 'new age' independent women.
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