中国明清时期的招幌设计

发布时间：2018-03-30 11:45

本文选题：明清时期　切入点：招幌　出处：《北京服装学院》2010年硕士论文

【摘要】： 招幌是“招牌”与“幌子”的复合式通称,是工商业及其他行业向社会宣传经营内容、特点以及档次等信息,以招揽生意的标识性广告方式,也是一种特定的行业标志和信誉标志。本文试图在前人研究的基础上依据现有的各方面资料,从广告学和艺术设计的角度来对明清时期的招幌进行深入分析,希望通过对招幌的各种形态的分类以及明清时期商业文化的梳理,探寻其文化意义及对当代广告设计的促进作用。本文共分五个部分:第一章分为三节,主要对招幌的概念、渊源和分类做一个总体界定。第二章分为两节,第一节着重讲述明清时期的商业文化;第二节阐述商业文化与招幌的关系。第三章是主要分析招幌的造型、装饰特点以及招幌设计中所体现的设计规律。第四章是讲述明清时期与招幌设计相关的要素。第五章是对明清时期招幌设计的优劣评析,并就古代招幌对现代设计的启示进行探讨。
[Abstract]:Sapporo is a compound term for "signboard" and "front". It is used by industry, commerce and other industries to publicize to society information on business content, characteristics and grades, in order to attract business. It is also a kind of specific trade mark and reputation mark. Based on the previous research, this paper tries to analyze the Sapporo in Ming and Qing dynasties from the angle of advertising and art design. It is hoped that through the classification of various forms of Sapporo and the combing of commercial culture in Ming and Qing dynasties, it will explore its cultural significance and promote the contemporary advertising design. This article is divided into five parts: the first chapter is divided into three sections, mainly to the concept of the Sapporo, origin and classification of a general definition. The second chapter is divided into two sections, the first section focuses on the commercial culture of the Ming and Qing dynasties; The second section describes the relationship between commercial culture and Sapporo. The third chapter mainly analyzes the styling of Sapporo. The fourth chapter is about the elements related to the design of Sapporo during the Ming and Qing dynasties. The fifth chapter is the analysis of the merits and demerits of the design of the Sapporo in the Ming and Qing dynasties. It also discusses the inspiration of ancient Sapporo to modern design.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524

【引证文献】