略论月份牌广告画

发布时间：2018-03-26 18:14

本文选题：月份牌广告画　切入点：背景　出处：《苏州大学》2003年硕士论文

【摘要】： 月份牌广告画的诞生源于上个世纪初，洋商为倾销其商品做的宣传广告。其所以能流传一时，是因为这一广告画形式符合了中国民众传统的审美趣味，引用年画特色，突出了浓烈的民俗风情。20年代随着社会风气变化，传统观念更新，中国时装美女及时髦城市生活成为其画面的主角，形成了这一时期月份牌广告画的一大特色，40年代末逐渐衰落并消失。本文对于今已成为历史陈迹的月份牌广告画，，在收集尽量多的资料的基础上作了较系统的研究，除分析其发生背景，发展过程之外，着重论述其独特的风格及其对今日现代设计的潜在影响，指出此一历史上已消失的事物对今日的服装、首饰设计、室内设计、化妆设计及各种广告设计等仍有其不可替代的影响，设计师们在构思时仍能在其中采集到有用的中国元素。本文要旨，在于呼吁艺术界对月份牌在现代设计上的历史价值给予一定的重视。
[Abstract]:The birth of the month's brand advertising pictures originated from the advertising advertisements made by foreign merchants to dump their products at the beginning of the last century. The reason why they became popular for a while was that the form of the advertising paintings was in line with the traditional aesthetic taste of the Chinese people, citing the characteristics of the New year's paintings. Highlighted the strong folk customs. 1920s with the social climate changes, the traditional concept of renewal, Chinese fashion beauty and modern urban life become the main role in its picture, A major feature of this period is the gradual decline and disappearance in the late 1940s. Based on the collection of as much information as possible, this paper makes a systematic study of the monthly advertisement paintings, which have become a historical thing. In addition to analyzing its background and developing process, the paper mainly discusses its unique style and its potential influence on modern design, and points out that this historical thing has lost its influence on today's clothing, jewelry design and interior design. Makeup design and all kinds of advertising design still have their irreplaceable influence, designers can still collect useful Chinese elements in the design. In order to appeal to the art community to pay attention to the historical value of the month card in modern design.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：J218

【引证文献】