100 years ago, they were the undisputed cover girls

There are many things in the world
On the surface, it seems simple
Actually, there are still many secrets hidden inside
Let's talk about the poster:

For example, in the World Cup qualifiers a while ago, the Chinese team faced off against Qatar in the early hours of the morning. I watched the game while drinking drunken poetry, enduring fatigue, just to bring good news to my friends in the first time. The posters celebrating the victory were all prepared, but the weather was not good and I was eliminated. The posters were made in vain.

Another example is the previous Qixi Festival activities. Although I was a single young man, I was worried about whether the lovers who showed their love could receive Changyu Gold Ice Valley Ice Wine for the festival.
And for those old posters from a hundred years ago
After a long river of washing
The information contained inside is even greater
For example, the following pictures:

On the surface, it depicts a wealthy lady drinking alone in the afternoon, enjoying life relatively

On the surface, it depicts a joyful scene of friends gathering to reminisce about the past during afternoon tea

On the surface
They are all exquisite hand drawn posters of the Republic of China
But what secrets do they actually hide inside?

The Republic of China posters above actually have one thing in common, which is that they all use modern and beautiful women from the new era as portraits. These posters are not only exquisitely crafted, but also invite famous artists to paint. For example, the poster below is featuring the famous advertising artist Xie Zhiguang from Shanghai at that time.

Why did Changyu, a hundred years ago, use beautiful women to bring salt to his wine? In the program, Yu Bodao, the director of the Changyu Wine Culture Museum, revealed the secret inside:

"In these posters, the images of women inside are very fashionable and modern. They will wear Western style jewelry, wear high heels, and even have a perm. These things were all new things during the Republic of China period. Changyu promoted through the posters that drinking wine is a very fashionable thing."
At the same time, Changyu also sought out popular movie stars to endorse his products. According to the large picture album "Changyu Wine Culture Museum" by China Tourism Publishing House, "In the 1930s, Changyu Company invited famous comedians Han Langen, Guan Hongda, Wu Yin, and Wang Renmei to do promotional advertisements for the company."

Eight Famous Stars of the Republic of China - Wang Renmei

So, the biggest reason why Changyu's old poster uses beautiful women is to reflect that drinking wine is a very fashionable thing.
In addition to emphasizing the visuals, the placement of these old posters is also very particular:

"Changyu's poster chooses to be published in magazines and periodicals whose target audience is the educated class, such as Novel Monthly and Saturday."

A poster of Chang Yu Lao, published in the Monthly Novel in 1918

"Novel Monthly", founded in 1910, is a well-known pure literature anthology favored by readers at home and abroad. Lu Xun, Zhou Zuoren, Shen Congwen, Zhu Ziqing, Ye Shengtao, Bing Xin and other famous literati have published works on it.

In the 1920s and 1930s, Saturday weekly was a representative publication of the Mandarin Duck and butterfly school. It is welcomed by the people who pursue fashionable culture and are willing to accept new things.

Whether it is to use beautiful women as the poster theme, or to publish advertisements in fashionable periodicals and magazines, in fact, the purpose of doing so is to create a modern and sexy image of domestic wine, leading the fashion trend of the era. In fact, the advertising campaign was quite successful.

A hundred years ago, located on Nanjing East Road, "Changyu distribution office

Take Shanghai, the national fashion vane of the 1930s, for example, where whiskey and brandy were popular on social occasions. Under the incentive of Changyu's advertisement, Shanghai people continue to pursue new ways of life and leisure, and have begun to drink Changyu wine, and regard it as a very "modern" thing.

According to Zhang Xu 'e in "The Troubles of The Times - Memories of Life and Entertainment in Shanghai in the 1940s" : "There is a shop opposite the racecourse on Jingan Si Road, between New World and Wufang Zhai, which is owned by Yantai Changyu Wine Company, specializing in the sale of Changyu Gold Award brandy, Port red wine and white wine. The company's brandy, once won the gold medal at the Panama World Expo, the quality is very good, the general family dinner or three or five friends will drink the wine of Changyu Company..."

In 2016, Changyu Drunken Shixian new wine was listed, and the young and fashionable new packaging stirred the hearts of young people

Today, "fashion, sexy, healthy" has become synonymous with wine, drinking water to reflect the source, we should also remember the initial wine culture introduced to China, leading the wine industry pioneers.