从月份牌画题材内容的演变透视近代上海市民审美趣味变迁

发布时间：2018-04-01 16:12

本文选题：月份牌画　切入点：近代　出处：《扬州大学》2009年硕士论文

【摘要】： 20世纪上半叶的中国在激烈动荡下不断和外来文化融合渐变,呈现出开放式的发展状态。这一时期的上海由于特殊的政治经济环境成为近代中国乃至东南亚商品经济快速发展的城市。月份牌画是这一时期商家为了更好地宣传产品赠送给消费者的广告画,具备了宣传、日历和装饰的功能。它是在外来文化影响下与本土趣味相结合的产物,并非自发生成。本文以20世纪50年代之前的月份牌画为研究对象,以其题材内容的转变来研究近代上海政治、经济、文化背景下市民审美趣味的变迁。作为从传统年画发展而来的商业广告画,月份牌画的发展表征了农耕社会的民间艺术是如何从表现形式和运作方式上彻底转变为现代通俗艺术的。第一部分主要研究月份牌画相较于传统年画在题材内容方面的改变。随着近代上海商业社会的发展,传统的题材和人物形象已经无法满足多元文化熏陶下的民众。1914年郑曼陀以水彩技法和传统上色结合的彩笔淡彩这一新颖的表现手段来绘制不同于传统的美人图,这在当时极大的满足了商业广告和市民阶层对新兴时尚的需求。这种有别于传统的用写实技巧反映现实人物的作品拉近了与观众的距离,获得了巨大的商业成功。之后月份牌画的题材和内容便逐渐转向表现以美人为主体的现实生活。第二部分从月份牌画的内容窥视清末民初的社会风情,研究当时社会的生活方式。具体分析画中展现出的不同于以往的服装首饰,居住环境和休闲娱乐等内容及女性形象的转变。第三部分分析在近代上海市民阶层崛起和大众文化流行的环境下民众审美向崇洋和商业世俗化的转变。就市民审美趣味变化这一过程进行回顾和整理。第四部分研究月份牌画种隐含的近代审美变化成因。将从时代社会的根源、创作主体的转变和受众心态的变化这三个方面进行分析总结。
[Abstract]:In the first half of the 20th century, China continued to merge and change with foreign culture under the fierce turbulence, showing an open development state.During this period, Shanghai became a rapidly developing city of commodity economy in modern China and even Southeast Asia because of its special political and economic environment.In order to better publicize the advertising pictures given to consumers, the month brand paintings have the functions of advertising, calendars and decoration.It is under the influence of foreign culture and the combination of local taste, not spontaneous production.This paper studies the changes of the aesthetic taste of citizens in modern Shanghai under the background of politics, economy and culture in the light of the change of its subject matter.As a commercial advertisement painting developed from the traditional New year painting, the development of the month card painting symbolizes how the folk art in the farming society has completely changed from the form of expression and operation to the modern popular art.The first part mainly studies the change of the subject matter in the traditional New year painting.With the development of modern Shanghai commercial society,In 1914, Zheng Mantuo used the watercolor technique and the traditional color painting to draw the beauty map which was different from the traditional painting.This at that time greatly satisfied the commercial advertisement and the citizen class to the emerging fashion demand.Different from the traditional realistic techniques, the works draw close to the audience and achieve great commercial success.After that, the subject matter and content of the month-card painting gradually turned to the real life with beauty as the main body.The second part studies the social style of the late Qing Dynasty and the early Republic of China.Specific analysis of the painting shows different from the previous clothing jewelry, living environment, leisure and entertainment, and female image changes.The third part analyzes the transformation from popular aesthetics to foreign worship and commercial secularization under the background of the rise of modern Shanghai civil class and popular popular culture.This paper reviews and arranges the process of the change of citizen's aesthetic taste.The fourth part studies the causes of the modern aesthetic changes implied by the lunar signs.It will be analyzed and summarized from three aspects: the source of the times, the change of the creative subject and the change of the audience mentality.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J209.2

【引证文献】