老上海月份牌广告的设计研究

发布时间：2018-05-07 13:25

本文选题：老上海 + 月份牌　；参考：《南京师范大学》2011年硕士论文

【摘要】：本文旨在就老上海月份牌广告进行系统研究与探讨,通过对其进行溯源式的探究,提出月份牌广告画它是与时代特征紧密结合的,同时受到中西方历史文化的影响。本文将主要分三个部分写作,以时间顺序为主线。首先是从大时代背景下对月份牌的性质与功能做出分析,月份牌具有商品和商业广告的两重特性。从清末民初上海商业社会的关系和经济形态的发展的分析入手,进而转引到月份牌画的产生、发展与各时期的主要特征与表现,当然也包括赞助方式的呈现。通过明晰月份牌画的消费方式,来获知当时社会具备哪些变革因素,人们的审美倾向究竟是什么。综合种种因素更好地为月份牌在社会发展中的出现作出更好地说明。第二部分主要对月份牌的设计特征进行分析,伴随着近代中国社会政治、经济、文化的改变和生活方式的变迁,月份牌图像的产生与发展过程,受到传统的民间木版年画、西方绘画艺术、中国画改革、摄影等艺术和印刷技术的影响是非常大的。本章节借鉴图像学和符号学的研究方法,对月份牌图像的题材、内容、艺术形式与风格,人物的发式、脸型、表情、姿态、动作、服饰和人物与背景等,进行分析与阐述图像的产生与发展、转换的社会基础与根本原因,以及在月份牌的人物形象的塑造和艺术设计思想方面取得的进步与成就,展现了其成熟发展的面貌和现代艺术设计思想的萌芽。第三部分是试找出月份牌更多的设计价值。月份牌图像转换的深层原因,有社会思想观念的改变,像提倡思想自由、个性解放、男女平等；生活环境、生活方式的变换,这时期的上海确实已是一个繁忙的国际大都会,是中国最大的港口和通商口岸,与中国其它很多地方不同已经是一个充满了现代魅力的城市,同时论述月份牌对老上海社会生活方式和社会风尚变换的影响作用,当时的月份牌的销售范围几乎遍及到全国各地的城市、乡村,还远销到东南亚、南美洲等国家。月份牌主要是起着商业广告的作用,起着商品宣传的作用,广大的消费群体更多的是从审美的、精神的层面去欣赏月份牌画,是对类似月份牌图像中的生活方式的一种向往。
[Abstract]:The purpose of this paper is to make a systematic study and discussion on the old Shanghai month brand advertisement. Through the tracing research, the author points out that the month card advertisement painting is closely combined with the characteristics of the times and is influenced by the history and culture of China and the West. This paper will be divided into three main parts of writing, with the main line of time order. The first part is to analyze the character and function of the month card under the background of the big times, which has the dual characteristics of commodity and commercial advertisement. Starting with the analysis of the relationship between Shanghai commercial society and the development of economic form in the late Qing Dynasty and the beginning of the Republic of China, this paper leads to the emergence, development and main characteristics and performance of each period, including, of course, the presentation of sponsorship methods. By clarifying the consumption mode of the month-plate painting, we can know what factors the society had at that time and what people's aesthetic tendency was. The combination of various factors better explains the emergence of the monthly brand in social development. The second part mainly analyzes the design characteristics of the month plate. With the change of social politics, economy, culture and life style in modern China, the generation and development process of the image of the month card is subjected to the traditional folk woodcut New year Pictures. Western painting art, Chinese painting reform, photography and other arts and printing technology is very important. This chapter draws lessons from the research methods of iconology and semiotics, and discusses the subject matter, content, artistic form and style, hairstyle, facial shape, expression, posture, action, dress, character and background of the month card image, etc. Analyzing and expounding the generation and development of the image, the social foundation and the root cause of the transformation, as well as the progress and achievement in the shaping of the character image and the artistic design thought. It shows the appearance of its mature development and the sprout of modern art design thought. The third part is to try to find out more design value of the month card. The underlying reasons for the image conversion of the month brand are the changes in social ideology, such as advocating freedom of thought, individual liberation, equality between men and women, and changes in the living environment and lifestyle. Shanghai in this period has indeed become a busy cosmopolitan city. It is the largest port and trade port in China, and unlike many other places in China, it is already a city full of modern charm. At the same time, it discusses the influence of the month's brand on the social lifestyle and social fashion change in old Shanghai. At that time, the sales range almost all over the country's cities, rural areas, but also exported to Southeast Asia, South America and other countries. The month card mainly plays the role of commercial advertisement, plays the role of commodity propaganda, the broad consumer group is more from the aesthetic, spiritual level to appreciate the month card painting, is a kind of yearning for the life style similar to the month card image.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524

【参考文献】