The Representation of Modern Women in Yuefenpai in 1920s and 1930s Shanghai: A comparison between the calendar posters of Zheng Mantuo and Hang Zhiying

Abstract: Yuefenpai is a type of calendar poster that was prevalent in Shanghai during the early 20th century and the pre-Communist era. These posters were influenced by Western advertisements and were successful in advertising and giving recognition to the artists. In this study, the origins of Yuefenpai are outlined, the changing image of the modern women is described, the reasons for the change are analyzed, and the impact of Yuefenpai on the modernization of women is discussed. Through a comparative analysis of the Yuefenpai images of two of the most influential artists, it was found that the changing image of the ideal modern woman from androgyny to sexuality and back to traditional women could not be isolated from political motivations and commercial interests. Evidence of these political and commercial actors was found during a study on the androgynous and feminine qualities of the women in the paintings.