近代长沙招牌文化研究

发布时间：2018-05-15 09:56

本文选题：长沙 + 招牌　；参考：《湖南师范大学》2012年硕士论文

【摘要】：长沙是一座历史文化底蕴深厚的历史文化名城,自秦汉以来就是湖湘地区的政治、经济、军事、文化、教育中心。开埠以后,华洋商民络绎而至,民国时期,长沙是“商业中心、消费焦点”。近代长沙的招牌则是长沙工商业的缩影,它以小见大,将其深厚的历史文化底蕴、丰富的风俗民情、独特的社会心理浓缩在一块小小的招牌里面,透露出背后的文化信息,展现出城市的风貌。长期以来学术界对有关招牌的研究相当薄弱。本文仅对近代长沙招牌作初步的探析。本文共分为三个部分：第一部分为近代长沙招牌文化概论。在这一章节主要概述了招牌的概念、招牌文化以及招牌与城市的关系、长沙招牌文化概况。第二部分为近代长沙招牌文化内涵。在这一章节主要分析了长沙的著名招牌和这些招牌体现出的广告策略、制作工艺、传达的名企商业精神,也体现出其时代特色、地域特色、行业特色、形象特色。第三部分为近代长沙招牌文化与城市文化。这一章是全文的重点。在这一章节主要阐述了招牌与消费观念的变迁、招牌与市民精神文化的构建、招牌文化与城市风貌内涵。结语部分则是对当今招牌的一些期待和建议。
[Abstract]:Changsha is a historical and cultural city with profound historical and cultural heritage. Since the Qin and Han dynasties, Changsha has been the political, economic, military, cultural and educational center of Huxiang region. After the opening of the port, Chinese and foreign businessmen came to Changsha during the period of the Republic of China, Changsha is the "business center, the focus of consumption." The signboard of modern Changsha is a microcosm of Changsha industry and commerce. It sees the whole through a small part, and concentrates its profound historical and cultural details, rich customs and people's feelings, and unique social psychology in a small sign, revealing the cultural information behind it. Show the style of the city. For a long time, academic research on signboards is rather weak. This article only makes the preliminary analysis to the modern Changsha signboard. This paper is divided into three parts: The first part is the introduction of modern Changsha signboard culture. In this chapter, the concept of signboard, the culture of signboard, the relationship between signboard and city, and the culture of signboard in Changsha are summarized. The second part is the connotation of modern Changsha signboard culture. In this chapter, it mainly analyzes the famous signboards of Changsha and the advertising strategy, production technology and business spirit of famous enterprises, and also shows the characteristics of the times, regions, industries and images. The third part is modern Changsha signboard culture and city culture. This chapter is the focus of the full text. In this chapter, the changes of signboard and consumption concept, the construction of signboard and civic spiritual culture, the connotation of signboard culture and urban features are discussed. The conclusion is about some expectations and suggestions for today's signboards.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G127;K25

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