民国时期烟标设计的视觉文化研究

发布时间：2018-01-19 10:49

  本文关键词： 民国 烟标 设计 视觉文化　出处：《江南大学》2016年硕士论文　论文类型：学位论文

【摘要】：谈到民国,对今天的人而言,既熟悉,又陌生。熟悉,是因为民国距今并不遥远,有太多的史料、图片可供我们去了解、去熟悉、去认识那段历史。陌生,是因为当我们再想重温这段历史的时候,却发现留存在我们脑海中的很多记忆都是片段式的、模糊的。庆幸的是,保留至今的大量民国时期的烟标以可视化的方式为我们再现了那段历史、那段峥嵘的岁月,让我们再一次以全新的视角领略了民国时期的那段文化。民国是一个特殊的历史时期,在这短暂的38年中,中国社会各个方面均受到前所未有的冲击,租界、中华帝国、伪满洲国、军阀混乱、国民政府和苏维埃政府同时出现在这个狂风暴雨洗刷的时代里。各种思想、文化激烈碰撞、抵触、消解,相互影响。民国时期的烟标作为一种视觉文本,主要通过不可或缺的牌号、图案、烟厂信息、包装形象和广告语五个部分来传递产品的相关信息。对民国时期烟标的视觉文化研究离不开对烟标视觉符号的考察与分析,烟标视觉符号的建构与表现直接反映了民国时期的视觉文化。我们知道,视觉文化涉及哲学、美学、文艺学、艺术史论、社会学、心理学、符号学、历史学、互联网技术、媒体传播等学科,是一个综合性的、跨文化的、跨学科的研究领域,是文化研究领域的一个重要研究分支。视觉文化研究是开放性的,不但体现了文化研究领域的拓展,也是文化研究方法论的探索。本文立足于广义视觉文化的研究,从设计学的角度入手,针对民国这一特殊历史时期烟标所呈现的视觉样式,探讨民国时期烟标设计的视觉文化特征。因而,从设计维度去解析民国烟标设计的视觉文化成因,有着重要理论意义和现实价值。本文从五个方面对民国时期烟标设计的视觉文化进行研究。第一部分,介绍了烟草及吸烟方式的历史进程以及民国时期机制卷烟工业的发展。阐述了民国时期商品经济的发展、烟草行业的激烈竞争以及商业美术教育和设计的不断完善与成熟,是促成民国时期烟标生产与设计的重要因素。第二部分,对民国时期烟标设计的视觉形式以及结构功能进行了阐述和分析。揭示了民国时期烟标的基本设计特征,阐述了烟标作为卷烟的外包装物,对于纸烟品牌识别、商品属性认知、产品形象塑造和市场推广营销的重要作用。第三部分,从设计学的角度出发,分析和探讨了受西方文化和近代设计运动影响下民国烟标设计的西洋化特征,并对民国烟标的设计风格和表现形式进行了梳理和分类。第四部分,从中国传统文化和民国时期特殊的社会历史背景两个方面出发,揭示了民国时期烟标设计的本土化趋向反映在“中为西用”、“中体中用”和“中西合璧”三个方面。第五部分,从民国烟标视觉文化表征的层面,探寻了民国烟标作为一种视觉文本和文化符号,以小见大,客观上折射和表征了民族精神、女性形象、消闲时尚和祈福吉祥等文化现象。
[Abstract]:When it comes to the Republic of China, people today are both familiar and unfamiliar. It is because the Republic of China is not far away. There are too many historical materials, pictures for us to understand, to familiarize with, to know about that period of history. Strange. Because when we want to revisit this period of history, but found that many of the memories in our minds are piecemeal, fuzzy. Fortunately. Retain a large number of the Republic of China to date the smoke mark to visualize the way for us to reproduce that period of history, that period of towering years. Let us once again experience the period of the Republic of China from a new perspective. The Republic of China is a special historical period, in this short 38 years, all aspects of Chinese society have been unprecedented impact, concessions. The Chinese Empire, pseudo-Manchukuo, warlord chaos, the national government and the Soviet government at the same time appeared in this stormy times. The cigarette mark of the Republic of China as a visual text, mainly through the indispensable brand number, pattern, tobacco factory information. Packaging image and advertising language to convey the relevant information of the product. The visual culture of the Republic of China tobacco logo can not be separated from the inspection and analysis of visual symbols. As we know, visual culture involves philosophy, aesthetics, literature and art, art history, sociology, psychology, semiotics, history. Internet technology, media communication and other disciplines, is a comprehensive, cross-cultural, interdisciplinary research field, is an important branch of cultural research. Visual culture research is open. It not only reflects the expansion of cultural research field, but also explores the methodology of cultural research. This paper is based on the study of generalized visual culture, starting from the point of view of design. Aiming at the visual style of the tobacco logo in this special historical period of the Republic of China, this paper probes into the visual cultural characteristics of the tobacco logo design in the Republic of China period. Therefore, it analyzes the causes of the visual culture of the tobacco logo design in the Republic of China from the design dimension. It has important theoretical significance and practical value. This paper studies the visual culture of tobacco logo design in the Republic of China from five aspects. The first part. This paper introduces the historical process of tobacco and smoking mode and the development of cigarette industry in the period of the Republic of China, and expounds the development of commodity economy in the period of the Republic of China. The fierce competition in the tobacco industry and the continuous improvement and maturity of the commercial art education and design are the important factors to promote the production and design of tobacco standard in the Republic of China period. The second part. This paper expounds and analyzes the visual form and structure function of the cigarette mark design in the Republic of China, reveals the basic design characteristics of the cigarette mark in the Republic of China period, expounds the cigarette mark as the outer packaging of the cigarette, and identifies the brand of the cigarette. The third part is from the angle of design. This paper analyzes and discusses the Westernization characteristics of the Republic of China tobacco logo design under the influence of western culture and modern design movement, and combs and classifies the design style and expression form of the Republic of China tobacco logo. Part 4th. From the two aspects of Chinese traditional culture and the special social and historical background of the Republic of China period, this paper reveals the localization tendency of the tobacco mark design in the Republic of China period, which is reflected in "the west use in the middle". From the aspect of visual cultural representation of the Republic of China tobacco logo, this paper explores the Republic of China tobacco logo as a visual text and cultural symbol, through a small part to see the whole. Objectively reflects and represents the national spirit, female image, leisure fashion and blessing auspicious cultural phenomena.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.4
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本文编号：1443854