Yuefenpai
月份牌 / 1910s–1940s / Style / Advertising Posters
Advertising pictures with a calendar attached, which flowered in Shanghai. Women in qipao rendered in rubbed charcoal and watercolor sold cigarettes and cosmetics while keeping the date, and this East-West hybrid of commercial beauty painting repainted the visual culture of East Asia.
At a glance
Visual cues
- Soft rub-and-paint skin
- Qipao beauties
- Calendar and product together
- East-West interiors
Best used for
- Calendars handed out and kept on a wall all year, selling while they date
- Cosmetic and tobacco displays where a painted figure carries the longing
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Dictionary entry
- Type
- Product name and calendar banded at the foot, never over the painting
- Composition
- The figure centered to the knee, interiors furnishing the depth
- Material
- Skin rubbed smooth with charcoal, then thin watercolor glazed repeatedly
- Caution
- Borrowing the qipao and the calendar frame while skipping the rubbed skin loses the softness of the originals and yields a garish copy.
- Further study
- Hang Zhiying's studio / the rub-and-paint technique / the socialist-era break and revival
Related entries
- Shōwa Modern (昭和モダン)Same Advertising Posters lineage.Compare Yuefenpai and Shōwa Modern
- Golden Age Travel Poster (旅行ポスターの黄金期)Same Advertising Posters lineage.Compare Yuefenpai and Golden Age Travel Poster
More from Advertising Posters
Continue through styles in the same Advertising Posters family, prioritised by shared effects.
- Plakatstil / Sachplakat (プラカートシュティール／即物ポスター)Shared effects: Nostalgia.
- Circus Poster (サーカスポスター)Shared effects: Nostalgia.
- Beggarstaff Style (ベガースタッフ・スタイル)Shared effects: Luxury.
Browse all Advertising Posters entries
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