{"id":"yuefenpai","no":452,"name":"Yuefenpai","ja":"月份牌","era":"1910s–1940s","family":"広告ポスター","kind":"スタイル","collection":"Dictionary expansion 22","addedAt":"2026-08-18","source":{"title":"MIT Visualizing Cultures","url":"https://visualizingcultures.mit.edu/"},"reference":{"status":"verified","pageUrl":"https://visualizingcultures.mit.edu/","credit":"MIT Visualizing Cultures"},"essence":"上海で花開いたカレンダー付き広告画。擦筆水彩で描かれた旗袍の女性像が、煙草や化粧品の広告と暦を兼ね、東西折衷の商業美人画として東アジアの視覚文化を塗り替えた。","cues":["擦筆水彩の柔らかい肌","旗袍の美人像","暦と商品の同居","東西折衷の室内"],"intents":["高級","懐かしさ","親密"],"works":["一次資料と代表作から成立条件を比較する","別媒体へ応用できる構成原理を取り出す"],"recipe":{"type":"参照作品の文字・記号・スケールを観察する","layout":"視線と情報を支配する構造を一つ抽出する","material":"時代・地域・制作工程に固有の素材と挙動を確認する"},"avoid":"表面的な記号へ還元せず、時代・地域・技術・制作主体の文脈を確認する。","colors":["#e9e6dd","#67635d","#171615"],"motif":"graphic","pair":["showa-modern","travel-poster"],"study":["杭穉英のスタジオ","擦筆画法","社会主義期の断絶と復刻"],"en":{"essence":"Shanghai's calendar-advertising paintings: qipao beauties in soft carbon-and-watercolor rendering, serving cigarettes, cosmetics and the calendar at once — the East-West commercial figure that repainted East Asia's visual culture.","cues":["Soft rub-and-paint skin","Qipao beauties","Calendar and product together","East-West interiors"],"works":["Comparing primary sources and canonical works","Extracting principles that transfer to other media"],"recipe":{"type":"Observe the letters, signs and scale of reference works","layout":"Extract the one structure that governs gaze and information","material":"Verify the materials and behaviors specific to era, region and process"},"avoid":"Don't reduce it to surface signs. Verify the context of era, region, technology and makers.","study":["Hang Zhiying's studio","the rub-and-paint technique","the socialist-era break and revival"]}}