Commercial Advertisements and Cultural Identity of Price Lists for Modern Calligraphy and Painting: A Study Based on Shenbao

As the most influential modern newspaper, Shenbao's published price lists for calligraphy and painting works promoted calligraphy and painting consumption, leading to an increase in artists' creative output and the expansion of consumer groups, while also reflecting the contemporary style of calligraphy and painting aesthetics in public cognition. The price lists served as textual bridges between calligraphers/painters and consumers, conveying not only simple material descriptions of calligraphy and painting commodities but also their social values and aesthetic concepts. Providing information about artists' works for consumers, the price lists not only advertised calligraphers/painters and their works but also allowed artists to use additional information to guide consumer psychology and aesthetic preferences, arousing interest among more potential consumers and serving as a tool to induce purchase demand.