In the 1920s and 1930s, beautiful women in cheongsam fashion created the heyday of monthly card painting, so monthly card is also commonly known as "beauty monthly card". In the early 1920s, the social atmosphere was civilized, the traditional ideas about women were updated, and the female images in monthly cards increased obviously, which broke through the field of female consumer goods. Fashion beauties also frequently appear in newspaper advertisements and other news media, becoming a symbol of society. In the changeable social fashion, the image of beauty is an eternal theme. In the late 1920s, it was the most fashionable for pure female students to wear anti-sleeve cheongsam. In the 1930s, at the peak of brand creation, movie stars such as Ruan and Ruan were all used as models for brand painting in that month. The fashionable beauty in the new package makes the ordinary people who are used to seeing the urban ladies in Dianshizhai Pictorial and the colorful pictures on the sea feel refreshed. The beauty in Yuekari is the fashion representative of the second generation of urban women. They wear the most popular fashion; Use the latest fashion items: telephone, electric stove, piano, microphone, record ...; There are the most fashionable pastimes: playing golf, smoking, horseback riding, swimming and aviation. Modern city girl has found a mutual expression form for Moon brand and cheongsam, so cheongsam and Moon brand can keep pace with fashion, and Moon brand cheongsam will always be in season.
Interestingly, the original purpose of the monthly card is to promote and sell goods, but since its appearance, it is not the goods themselves that occupy the main screen, but people or a few other scenic spots. As the protagonist's goods, they are only dealt with in obscure places such as borders and relegated to a subordinate position. In the early moon cards, the characters may have nothing to do with the advertised goods, but the painters of the moon cards are more concerned with the beautiful women in the paintings-how to make them more beautiful and moving. It was not until the middle and late period of the popularity of Yuepai that the commodity information directly conveyed by the people in the painting appeared. In 1930s, the fashion style of Yuepai beauty was not fixed, and cheongsam, skirt, trousers and swimsuit were widely used. But in terms of aesthetic effect, cheongsam can best show women's lines and beautiful figure, and at the same time it is full of dignified and elegant ladylike demeanor. Among all kinds of fashions painted by Guangdong school, the number of cheongsam is the largest, which records the main process of cheongsam's popular change.
Monthly cards are of irreplaceable research value to China's modern history, painting history, business history, tobacco, clothing, drama, film and television, etc. As a form of national painting, it records the history and culture of an era and has important historical value. At present, there are not a few people who specialize in collecting monthly cards in China. Monthly cards have become an extremely sought-after and hard-to-find collection type with extremely high value.
I'm afraid some elderly people will still remember the "moon card" that once swept Shanghai and became a symbol of Shanghai culture with the style of appealing to both refined and popular tastes.
Traditional themes dominate the world.
"Month card" belongs to the category of New Year pictures, and it is also an innovative form of New Year pictures, which originated in Shanghai in the late Qing Dynasty. Because it was attached as commercial propaganda materials in the early days and incorporated into commercial advertisements, the paintings were mostly named after the solar terms printed throughout the year. At first, the "Moon Card" designed by China painters hired by foreign manufacturers, except for commodity promotion, mostly showed the images of traditional themes in China, such as traditional landscapes, pictures of ladies and operas, and later developed into a fashion beauty.
In terms of artistic techniques, it was first manifested in China's traditional meticulous painting with light color or heavy color, and later developed into a realistic technique with western brushwork and watercolor, with bright and beautiful colors. It is said that Zheng first explored and created this method. 19 14 years, Zheng used this method to create the first monthly card "evening makeup picture", which pioneered the brush watercolor painting method of "monthly card"
The movie star plays the leading role.
The theme of "Yueka" is not extensive, mainly including ladies, dolls, folklore, opera figures, places of interest and so on. And most of them are ladies and dolls in fashion and ancient costumes. Although there have been some fashion works reflecting cars, airplanes and so on, there is basically no room for men.
There are two kinds of paper for "monthly card": cardboard and coated paper. Early use of small-scale cardboard printing, printed with a monthly calendar on the back. When large coated paper becomes the mainstream, the upper and lower ends are also inlaid with copper edges, and the middle of the copper edge is perforated, which can be hung up and given to customers free of charge with the goods sold.
The 1930s was the heyday of Yueka's creation. At that time, movie stars such as Ruan and Ruan all participated in the creation of monthly cards. It should be said that, as a form of Chinese painting, the Moon Plate records the history and culture of an era and has important historical value.
The initial auction price rose steadily.
After the rise of domestic art auctions, the manuscripts of "Moon Brand" frequently appeared in shrines. For example, at 1996 Christie's auction in new york, more than 500 advertising posters from all over the world participated in the auction, including a monthly poster of Shanghai Express in 1930s, and the starting price reached 16000 USD.
Shanghai International Commodity Auction Co., Ltd. is the largest auction company in China. Since 1997, the company has auctioned nearly 50 original moon paintings, of which one of Zhou Muqiao's original moon paintings was smashed for 33,000 yuan; The auction price of Jin Meisheng's "Liutang Seven Red" manuscript is 30,000 yuan, the manuscript of "Playing with Water" is 6,543.8+0.8 million yuan, and the other manuscript of "The Woman Holding the Dog" is 6,543.8+0.65 million yuan. The original gold "Mulan Ci" sold for 35,000 yuan; The manuscript of "Color Architecture Matching" by Hang Zhiying was collected by bidders for 38,000 yuan.
Influenced by Shanghai's national auction, some auction houses have also launched the monthly manuscript. For example, at the Hanhai auction in 2004, Zhou Baisheng's "Shuang Yan" manuscript sold for 30,000 yuan; In 2006, the manuscript of Zhou Baisheng's "Jiangdong Er Qiao" published by Jingjiu Song was obtained at a price of 35,200 yuan. Especially in the spring auction in Rong Baozhai in 2005, the original peacock in Xie Zhiguang sold for 6,543,800 yuan, which attracted people's attention.
Because of the soaring monthly auction, there are many fakes on the market. Some experts believe that the authenticity of the monthly card can be distinguished from the thickness, color and smell of the drawing paper. Generally speaking, due to the baptism of years, real paper is thin, soft to the touch and mild in smell. Even if it is worn, it is old yellow, unlike fake paper, which is "yellow outside and white inside".
In view of the charming charm of "monthly card" and the current low overall market price, there is still room for improvement in the market outlook.