The beautiful women in the cheongsam fashion in the 192s and 193s created the heyday of the month card painting, so the month card is also commonly known as the "beauty month card". In the early 192s, the social atmosphere was civilized, the traditional ideas about women were updated, and the female images increased obviously in the monthly cards, which broke through the field of female consumer goods. Fashionable beauties also appear frequently in newspaper advertisements and other news media, which has become a symbol of society. In the changeable social fashion, the image of beauty is an eternal theme. At the end of the 192s, the pure female students wearing cheongsam with inverted sleeves were the best in fashion. In 193s, during the heyday of brand creation, movie stars such as Hu Die, Ruan Lingyu and Li Zhuozhuo were all used as models in the brand paintings of the month. The newly packaged fashion beauties make the ordinary people who are used to seeing the urban ladies in Dianshizhai Pictorial and the colorful pictures on the sea refreshing. The beauty in the month card is the fashionable representative of the second generation of urban women. They wear the most popular fashion; Use the latest fashion items: telephone, electric stove, piano, microphone, record ...; There are the most fashionable pastimes: playing golf, smoking, horseback riding, swimming, aviation. Modern city girls have found the form of mutual expression for the moon brand and the cheongsam, so the cheongsam and the moon brand can keep pace with the fashion, and the cheongsam in the moon brand is always in season.
interestingly, the original purpose of the month card is to promote and sell commodities, but since its appearance, it is not the commodities themselves that occupy the main picture, but people or a few other scenic spots. As the protagonist, the goods are only treated in inconspicuous places such as borders and relegated to a subordinate position. In the early month cards, the characters may have nothing to do with the advertised goods, but the painters of the month cards were more considerate of the beautiful women in the paintings-how to make them more beautiful and moving. It was not until the middle and late period of the popularity of the month brand that the commodity information directly conveyed by the people in the painting appeared. In the 193s, the fashion style of beautiful women in the month brand was not fixed, and cheongsam, skirts, trousers and swimsuits were widely used. However, from the aesthetic effect, cheongsam can best reveal the lines and beautiful figure of women, and at the same time, it is full of dignified and elegant lady demeanor. Among all kinds of fashions painted by Yuepai, the number of cheongsam is the largest, which records the main process of cheongsam's popular change.
Month cards are of irreplaceable research value to China's modern history, painting history, business history, tobacco, clothing, drama, film and television, etc. As a form of national painting, it records the history and culture of an era and has important historical value. At present, there are not a few people who specialize in collecting monthly cards in China, and monthly cards have become an extremely sought-after and hard-to-find collection type with high value.
I'm afraid some elderly people will still remember the name "Month Card", which was once popular in Shanghai and became a symbol of Shanghai culture with the style of appreciating elegance and vulgarity.
Traditional themes dominate the world
"Moon Card" belongs to the category of New Year pictures, and it is also an innovative form of New Year pictures, which originated in Shanghai in the late Qing Dynasty. Because it was attached as a commercial propaganda material in the early days and incorporated into commercial advertisements, most of the paintings were named after the solar terms of the monthly calendar printed throughout the year. At first, the "Moon Card" designed by China painters hired by foreign manufacturers, in addition to commodity propaganda, mostly showed the images of traditional themes in China, such as traditional landscapes, ladies' figures and opera stories, and later it developed into a fashion beauty.
In terms of artistic techniques, China's traditional meticulous painting with light colors or heavy colors was used as the performance at first, and then it developed into a realistic technique with western brush strokes and watercolors as the mainstay, with bright and beautiful colors. It is said that Zheng Mantuo first explored and created this method. In 1914, Zheng Mantuo used this method to create the first monthly card "Evening Makeup Picture", which was the first example of the "monthly card" with brush watercolor painting.
Movie stars play the leading role
The theme of "Moon Card" is not extensive, mainly including ladies, dolls, folklore, opera figures, places of interest, etc., and most of them are ladies and dolls in fashion and ancient costumes. Although there have been some fashion works reflecting cars, airplanes and so on, there is basically no room for men.
There are two kinds of paper for "Month Card": cardboard and coated paper. In the early days, cardboard with smaller scale was used for printing, and the calendar table was printed on the back. When large-scale coated paper becomes the mainstream, the upper and lower ends are also inlaid with copper edges, and the upper copper edge is perforated in the middle, which can be hung and given to customers free of charge with the goods sold.
The 193s was the heyday of the creation of month cards. At that time, movie stars such as Hu Die, Ruan Lingyu and Li Zhuozhuo all entered the painting of month cards. It should be said that, as a form of national painting, the moon card records the history and culture of an era and has important historical value.
The auction price of the original manuscript has risen steadily
After the rise of domestic art auctions, the original manuscripts of "Month Brand" frequently appeared in the altar. For example, at the Christie's auction in new york in 1996, more than 5 advertising posters from all over the world participated in the auction, including an original monthly picture of "Shanghai Express" in the 193s, with a starting price of $16,.
Shanghai International Commodity Auction Co., Ltd. is the largest domestic auctioneer of "Month Brand". Since 1997, the company has auctioned nearly 5 manuscripts of monthly paintings, of which one of Zhou Muqiao's manuscripts of monthly paintings was hammered for 33, yuan; The auction price of Jin Meisheng's "Liu Tang Qi Hong" was 3, yuan, the original of "Playing in the Water" was 18, yuan, and another original of "Woman Holding a Dog" was 16,5 yuan. Jin Xuechen's original "Mulan Ci" won a price of 35, yuan; Hang Zhiying's "Color Building Matching" manuscript was collected by bidders for 38, yuan.
influenced by the Shanghai national auction, some auction houses have also launched the original of the monthly brand. For example, at the Hanhai auction in 24, the original of Double Swallow by Zhou Baisheng won 3, yuan. In 26, the manuscript of Er Qiao in Jiangdong by Zhou Baisheng, published by Beijing Jiuge, won a price of 35,2 yuan. In particular, at the Rong Baozhai Spring Auction in 25, Xie Zhiguang's original Peacock fetched a transaction price of 1.32 million yuan, which attracted people's attention.
At present, the auction of monthly brand is soaring, so there are many fakes in the market. Some experts believe that the authenticity of the month card can be distinguished from the thickness, color and smell of the drawing paper. Generally speaking, due to the baptism of years, genuine paper is thin, soft to the touch and mild in smell, even if it is worn, it is old yellow, unlike counterfeit paper, which is "yellow outside and white inside".
in view of the charming charm of "month card" and the low overall market price, there is still room for improvement in the market outlook.