A Study on the Characteristics of Female Imagery in Modern Shanghai's Calendar Advertisement Paintings

ABSTRACT: This paper focuses on the visual construction and evolving characteristics of female imagery in calendar advertisement paintings that flourished in early 20th-century Shanghai. Tracing the historical trajectory of these artworks, the study highlights the process through which female figures transitioned from one of many subjects to a dominant visual theme, reflecting their pivotal role in the shifting urban culture, aesthetic preferences, and consumer consciousness. Through in-depth analysis of representative images, the paper systematically examines three core dimensions of female representation: first, temporal identity, manifested through the portrayal of “Shanghai beauties” as embodiments of modern urban life; second, consumer symbolism, wherein women are both the medium and object of consumption; and third, aesthetic transformation, evidenced in the progression from traditional to fashionable to qipao-clad female types, revealing evolving ideals of femininity. The study argues that female imagery in calendar advertisements was not merely decorative or promotional, but a concentrated visual expression of modern female identity, social roles, and collective imagination. These findings contribute to a deeper understanding of gender construction and visual culture within the broader context of Chinese modernity.