Decoding the Visual Language of Brand Advertising in Republican China - A Case Study of the Advertisements on Nanjing Museum's Republican Street

Weihang Cao and Fauzi Naeim Mohamed

Journal of Media, Journalism & Communication Studies, 2025, vol. 1, issue 1, 42-47

Abstract: Serving as vital tools of cultural communication, advertisements reflect and embody the social ethos and prevailing values of the periods in which they are created. This paper focuses specifically on the advertisements showcased at Nanjing Museum's Republican Street, using them as a case study to explore the distinctive characteristics of brand advertising during the Republic of China era. By conducting an in-depth analysis of key visual elements - including textual content, imagery, and symbolic motifs - it identifies and examines fundamental features such as font styles, color schemes, graphic components, and overarching thematic messages. Furthermore, the study investigates the complex interplay between these advertising characteristics and the broader social environment of the time, considering factors such as economic conditions, cultural movements, and shifts in lifestyle. Through this approach, the research offers a unique and insightful lens for understanding the social and cultural traits that defined the Republic of China period.

Keywords: brand advertising; visual language; Nanjing Museum; Republican Street; social environment (search for similar items in EconPapers)
Date: 2025
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