1946年最新广告画（商业广告临摹范本）Latest Commercial Advertising Drawings: A Manual for Commercial Advertising Design

极度罕见，目前公开二手图书及拍卖市场未见流通（Scarce; no other copy currently traced in commerce）

编绘： 戴苍奇   出版发行： 上海春明书店（上海四马路中 昼锦里口） 出版时间： 中华民国三十五年（1946年）六月

出版版式规格： 平装一册全，横开本（附精美双色/单色图版及美术字样）

内容与文献价值：

本书出版于抗战胜利后的1946年夏，是老上海工商业与都市生活复苏时期的经典商业美术范本。编绘者戴苍奇（原名昌祁，字沧奇，江苏人）师从吴门诸家，毕业于苏州美专，后任教于上海美专，兼为西泠印社早期社员及近代著名书画家。

全书专供沿街商号美工、橱窗陈设、报刊广告诉求及广告社画员临摹参用，生动勾勒出民国晚期海派“摩登都市”的视觉文化与消费图景：内收极具Art Deco几何韵味的美术字、商标牌誉设计，以及现代洋服、香水、玻璃泳衣、花布染织等流行画样，笔触洗练，时代感极强。

地址考证：从声色欢场到弄堂书肆的“昼锦里”

版权页清晰标注*“总发行所：上海四马路中 昼锦里口 春明书店”*，这一方印记凝结了近代上海独特的城市空间与社会肌理变迁：

• 四马路（今福州路）： 近代中国的出版中枢与文化圣地，曾汇聚全中国最密集的报馆、书局与文人墨客，“走一遍四马路，天下图书尽入眼底”。

• 昼锦里： 晚清至民国初年，四马路是著名的声色场所，昼锦里一带是上海滩名声显赫的“高等书寓”（清吟小班、长三堂子）聚集之地，名士佳人宴饮赋诗、名噪一时；

• 弄堂书肆转型： 步入二十至三十年代，随着公租界禁娼与城市工商业转型，四马路彻底演进为纯正的“文化街”。昔日的石库门弄堂口纷纷改设为前店后坊的书局、发行所与印刷所——春明书店正是依托这一弄堂文化沃土成长起来的海派出版传奇。

品相说明：

品相良好（Good/Very Good）。封面彩色绘图保存完好、设色沉雅；内页线条印制精整，纸张自然匀净泛黄，无缺页撕损。装订处存有民国平装小册子常见的原装订铁针锈蚀及自然水渍晕痕（见图）。扉页存有珍贵建国初期的毛笔流传题记：“購於天津 楳澥一九五一年三月四日”，流传清晰，极具民国旧书与近代商业美术史料的收藏研究价值。

特别鸣谢：

本书由著名历史学者、作家 Scott D. Seligman（苏思纲） 先生慷慨捐赠予 JF Books。销售所得将用于支持书店的持续运营与文化项目，谨此致以由衷的谢意。

Title: Latest Commercial Advertising Drawings: A Manual for Commercial Advertising Design (最新廣告畫 / 最新广告画)

Compiler & Illustrator: Dai Cangqi (戴蒼奇 / 戴苍奇)

Publisher: Chunming Bookstore (春明書店), located at the entrance of Zhoujinli, Mid-Fourth Avenue (Foochow Road), Shanghai

Date of Publication: June, Republic of China Year 35 (June 1946)

Format: Oblong softcover, complete in one volume (profusely illustrated with monochrome commercial templates, Art Deco lettering, and period vignettes).

Price: $188.00

Overview & Historical Significance:

Published in the summer of 1946—immediately following the conclusion of World War II—this scarce commercial advertising manual captures the vibrant revival of consumer culture and mercantile graphic arts in modern Shanghai. The compiler and artist, Dai Cangqi (1903–?), was a graduate of the Suzhou Art Academy, a faculty member at the Shanghai Art Academy, and an early member of the prestigious Xiling Seal Art Society.

Conceived as a practical handbook for commercial illustrators, window dressers, and sign painters, the album showcases dynamic Art Deco typography, commercial trademarks, and evocative vignettes of cosmopolitan life—ranging from evening wear and bottled perfumes to novelty swimwear and textile prints.

Bibliographic Context: The Metamorphosis of "Zhoujin Li"

The book's imprint records its publisher as Chunming Bookstore, situated at the entrance of Zhoujin Li, Fourth Avenue (Modern Fuzhou Road). This address encapsulates the dramatic urban and cultural transformation of modern Shanghai:

• Fourth Avenue (四马路 / Fuzhou Road): The undisputed cultural and publishing epicenter of modern China, historically lined with hundreds of major publishing houses, lithographic presses, and independent bookstores.

• From Courtesan Boudoirs to Alleyway Bookstalls: During the late Qing and early Republic, Fourth Avenue and Zhoujin Li (昼锦里) were famed for high-class salon courtesan residences (shuyu), frequented by literati, poets, and dignitaries.

• The Cultural Shift: By the 1920s and 1930s, following municipal reforms and commercial modernization, the pleasure quarters gave way entirely to intellectual commerce. The Shikumen alleyways of Zhoujin Li were reoccupied by bustling front-shop/back-press publishing operations, of which Chunming Bookstore became a celebrated representative.

Condition & Provenance:

Good to Very Good. The color-printed paper cover remains complete and vibrant. Interior leaves are clean and intact, showing natural, uniform age-toning and no loss of text or plates. Original binding wire staples show authentic vintage oxidation with light rust halo staining at the gutter (as pictured). The preliminary blank leaf bears a clear, contemporary calligraphic inscription in ink: "Purchased in Tianjin by Mei Xie, March 4, 1951" (購於天津 楳澥一九五一年三月四日).

Special Acknowledgment:

Generously donated to JF Books by award-winning historian and author Scott D. Seligman. All proceeds directly support the bookstore’s ongoing cultural initiatives and operations. We express our deepest gratitude for his generous support.