What did domestic advertisements look like nearly 100 years ago? In that era when there were no retouched photos and live videos, how did advertising present red stories and convey red energy?
In order to deeply excavate and display the rich spiritual connotation and multiple practice paths of patriotism, and continue the strong atmosphere of red blood, the exhibition "Love China and Rejuvenate Chinese Products - Patriotism in Advertising" was unveiled today, and it is open to the public free of charge from 18 to June 30 (closed on Monday). This exhibition is organized by Shanghai Taofen Memorial Hall and Suzhou Creek Industrial Civilization Exhibition Hall, and was selected as a boutique activity of the "Glorious City" 2024 Shanghai Red Culture Season.
Zhang Xia, deputy director of the Shanghai Taofen Memorial Hall (China Museum of Modern Press and Publication), revealed that the exhibition is divided into "What do you do to make money?" It's all for the cause", "domestic advertising is particularly welcome" and "domestic fashion brands add bright colors", telling the audience the story of the family and country of the domestic brand bravely taking on the historical mission at the moment of national crisis, presenting the people's support for the national industry in that era, the support of domestic brands, and the expectation of the country to be rich and the people strong.
Zou Taofen is an outstanding cultural warrior, outstanding journalist and publisher in modern China, and the editor-in-chief of "six periodicals and one newspaper" in his lifetime, "Life" weekly is one of them, since 1926 it was changed to Zou Taofen's editor-in-chief, sales rose rapidly, and became a highly influential news commentary publication before the national Anti-Japanese War.
Advertising is an important support for the survival and development of newspapers and periodicals, but Zou Taofen and Xu Boxin, who are responsible for the operation of Life Weekly, have always regarded maintaining the quality of newspapers and periodicals as their core concept, not as a means to make money and make profits, but strictly following the "life" spirit of "serving readers wholeheartedly", and regard it as an important way to promote domestic products and serve the society. As Zou Taofen said: "Advocating domestic products and encouraging Chinese people to invent more in practical use is really the foundation of a rich country and rich people, and it is not just for xenophobia, and I hope that the Chinese people will forge ahead." ”
As one of the birthplaces of China's national industry, Shanghai Suzhou Creek has gathered a number of outstanding national enterprises, with the change of the times, the transformation of butterfly changes, Suzhou Creek Industrial Civilization Exhibition Hall presents a panoramic view of the Suzhou Creek from a modern industrial hot land to an innovative and livable paradise of the transformation process.
Ju Yiping, director of the Suzhou Creek Industrial Civilization Exhibition Hall, said that the exhibition relies on the superior resources of the venue, especially selects the domestic advertisements related to the Suzhou Creek Industrial Civilization Exhibition Hall, and also exhibits the physical leaflets of domestic advertisements in the museum's collection, which are quite charming, showing the national culture and conveying the feelings of the family and the country.
In order to enrich the audience's viewing experience, the exhibition has designed interactive links to combine the exhibition viewing with the museum visit. The exhibition has a special "Newspaper Corner", where visitors can flip through periodicals such as Life Weekly and Life Illustrated, read the words of the times, and have a close dialogue with books and periodicals from nearly 100 years ago, becoming readers of Zou Taofen across time and space.
The exhibition also launched a linkage task card, where the audience can draw the task card on the spot, and according to the instructions on it, look for clues in the exhibition hall and the museum, record information, and correspond the advertising pictures of domestic products to the real domestic products in the venue, so as to carry out a wonderful journey of viewing and visiting the museum. Young readers can also become "Life Weekly Advertising Designer" and color cards related to domestic advertisements and draw brilliant colors.