1900~1940년도 상해광고 포스터에 수용된 서구식 문화와 여성이미지 = Western cultural influences and imaged of woman in Shanghai commercial Posters dating from 1900 to 1945.

다국어 초록 (Multilingual Abstract)

Defeat on the Opium War brought the interference of Western Power in China. Concessions and various unequal treaties were being made. Among many cities that had opened their ports for foreign trade, Shanghai was a birthing place of Chinese modern advertisement. Commercial posters produced during that period are rather half-fledged in technical aspects in skillfully stimulating psychology of consumers when compared with today's advertisements. Yet, it presents rich visual and linguistic images that reflect the reality of the period without filtering. Also, it is a guide post for subordinate relationship with Japan and Western Power as the advertising structure had to operate under special circumstances of half colonialism and half feudalism. Illustrations and designs used in advertisements render a rich variety of readings on Western economics and culture, - Most women that appear in Shanghai poster advertisements convey Western beauty and values, and reflect Chinese women's attachment to Western culture and their modernized women. Consequently, western women's images as a symbol for beauty were presented through advertising images and messages as Chinese women appear dressed in Chipao or a dress, thereby, establishing Western aesthetics as a yardstick for beauty.
Therefore, based on the premise of characteristics and roles attributed to the advertisement, this thesis proposes to make a comparative study on the images of women in commercial advertisement in Korea during Japanese Imperialism and China during Cultural Colonial period dating from 1900 to 1945.