宋元时期招幌设计研究

发布时间：2018-03-07 14:10

本文选题：招幌　切入点：宋元时期　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：招幌是中国传统商业文化的精髓,它产生于民间创作,在市井文化的熏陶下发展成为民族传统的视觉传达艺术。作为一种重要的古代艺术形式,招幌以其五彩缤纷、生动的视觉形象招徕顾客,其所蕴含的丰富文化内涵与造型工艺在古代广告史上可谓独树一帜。招幌随着历史的进程逐渐演化为综合性的艺术形式,不但以独特的造物形象与绚丽的色彩吸引顾客,更以其新颖的寓意、壮观的形式与集绘画、书法、雕刻、泥塑、建筑、纸扎等艺术于一身的综合特色,在其自然美、形态美、艺术美的高度融合中构成了独特的艺术景观。宋元时期的招幌不仅制作精良而且构思精巧,将主观情感与艺术构思融会贯通,再通过艺术表现手法转变成设计作品展现出来。各色各样的色彩、造型、图案等设计元素既传达了设计者丰富的情感,又折射出人们在传统生活中的风俗习惯、审美意趣。它的艺术特色,既具有辅助经营与招揽顾客的实用价值又具有较强的装饰、宣传效果。然而,宋元时期招幌的设计寓意不止体现在外在美的感官渲染,更渗透于意境层面的审美传递中。随着历史的发展,这一传统商业文化遗产面临断代的危险,对其艺术研究也逐渐式微。因此,对其美学层次进行深入剖析,对当代设计有着重要的意义。本文选择了招幌发展的鼎盛时期—宋元时期为主要研究对象,以设计为视角,力图在前人研究的基础上依据现有的各方面资料以及大量的现代视觉传达设计案例,从分析宋元时期招幌的特点入手,依托传统文化,领悟宋元时期招幌的丰富文化意蕴。从设计的领域,对视觉传达进行系统、深入的理论探讨,比较、分析蕴含其中的传统造物理念和设计内涵。藉此丰富招幌设计研究的思路,提高人们对它的重视程度,以求对当下的招幌设计起到一定的建设性作用。本文共分三个部分：第一章分为三节。首先,对宋元时期招幌研究的时代背景做一个总体性的介绍；其次,明确宋元招幌的概念、分类,回顾宋元招幌在传统商业中的形成、发展与演变及社会文化内涵；再次,对宋元时期招幌的特征进行概述。第二章是本文的重点,共分为三节,通过对招幌设计元素,表现手法以及设计规律的详细地解述,剖析宋元时期招幌设计鲜明的艺术效果与视觉特征。第三章主要通过对宋元招幌的设计特征的梳理,探寻其文化理念和设计理念,总结出招幌的价值与应用性,得出的相关设计理论与优势价值。并结合实际,提出现代商业视觉传达设计中设计的思路与建议,引导设计向更加完善的方向发展。
[Abstract]:Sapporo is the essence of Chinese traditional commercial culture. It originated from folk creation and developed into the traditional visual communication art of the nation under the influence of local culture. As an important ancient art form, it is colorful. The vivid visual image attracts customers, and its rich cultural connotation and styling technology are unique in the history of ancient advertising. With the development of history, Sapporo has gradually evolved into a comprehensive art form. Not only to attract customers with unique creation image and brilliant color, but also to attract customers with its novel moral, spectacular form and comprehensive features of painting, calligraphy, sculpture, clay sculpture, architecture, paper binding, etc., in its natural beauty, form beauty, etc. The high fusion of artistic beauty constitutes a unique artistic landscape. During the Song and Yuan dynasties, Sapporo was not only well made but also ingenious, combining subjective feelings with artistic ideas, and then transforming them into design works through artistic expression. All kinds of colors and shapes were displayed. The design elements, such as patterns, not only convey the rich feelings of the designers, but also reflect the customs and habits of people in the traditional life, aesthetic interest, its artistic characteristics, not only has the practical value of auxiliary management and soliciting customers, but also has strong decoration. However, the design moral of Sapporo in Song and Yuan dynasties is not only embodied in the sensual rendering of external beauty, but also in the aesthetic transmission of artistic conception. With the development of history, this traditional commercial cultural heritage is facing the danger of dating. Therefore, it is of great significance for contemporary design to make a thorough analysis of its aesthetic level. This paper chooses the peak period of the development of Sapporo-Song and Yuan dynasties as the main research object, and from the perspective of design, tries hard to base on the existing information of various aspects and a large number of modern visual communication design cases on the basis of previous studies. Starting with the analysis of the characteristics of the Sung and Yuan dynasties, and relying on the traditional culture, we can understand the rich cultural implication of the Song and Yuan dynasties. From the field of design, this paper makes a systematic, in-depth theoretical discussion and comparison of the visual communication. By analyzing the traditional creational idea and design connotation, this paper enriches the thinking of the research on the Sapporo design, and raises the degree of attention to it, in order to play a constructive role in the present design of Sapporo. This paper is divided into three parts:. The first chapter is divided into three sections. First, a general introduction to the background of the Sapporo research in the Song and Yuan dynasties. Secondly, the definition, classification, and review of the formation of the Song-Yuan Sapporo in the traditional commerce. Development and evolution and social and cultural connotation; thirdly, the characteristics of the Song and Yuan dynasties were summarized. The second chapter is the focus of this paper, which is divided into three sections. Through the detailed description of the design elements, expression methods and design rules, this paper analyzes the distinctive artistic effects and visual characteristics of the design of the Song and Yuan dynasties. The third chapter mainly through combing the design characteristics of the Song and Yuan Dynasty, explores its cultural concept and design concept, summarizes the value and application of Sapporo, and draws the relevant design theory and advantage value. The ideas and suggestions of modern commercial visual communication design are put forward to guide the design to a more perfect direction.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J509.2

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