中国现当代招贴广告发展及流变研究

发布时间：2018-08-30 13:22

【摘要】：中国的招贴艺术几乎是与中国近现代的历史同步的,每一个时代的特点,从民国革命时期将年画与招贴相结合的“月份牌”艺术,到抗战时期的“抗战年画”“抗战宣传画”再到建国初期“除四旧”“优生优育”的宣传画以及改革开放时期的各种招贴广告,港澳回归时期的各种宣传画,奥运会和世博会时期的各种招贴画,无不忠实体现了中国各个历史时期的特点,记录了中国每一个历史阶段的点滴。民国初期更是出现了大量具有招贴性质的改良年画。在审美特征上以中国传统的民间艺术的审美特征为主。“月份牌”是在民国时期具有商业招贴性质的艺术形式。受到了西方艺术特别是油画技法的影响。建国前期,招贴广告是以革命宣传画的形式呈现在历史舞台上的,木刻版画招贴是其中比较有代表性的作品。大多线条粗犷豪放,具有刚健质朴的风格。建国以后无论是新中国成立、抗美援朝时期、大跃进时期还是文化大革命时期,政治宣传画以绝对优势几乎垄断了招贴艺术的所有题材。其色彩丰富鲜明,构图饱满,招贴中这种昂扬的活力和热情被发挥到了极致。大跃进时期,招贴画中所表现的革命激情演化成了一种荒诞的表达方式。这个时期的作品以夸张为写实。而到了文化大革命时期,招贴画在色彩上呈现出一种病态的浓烈。中国的招贴艺术政治获得长足发展的时期是改革开放以后,八十年代中国招贴广告以宣扬新思潮为主,商业招贴为辅,在表现技法上开始不再局限于写实的表现手法,开始尝试使用抽象的技法表现艺术效果,开始渗透出生活和个人的色彩。九十年代中国招贴艺术发展的特点是以表现经济内容的广告画为主,政治宣传画逐渐转化为公益广告,并成为一种辅助表现形式。这个时期招贴艺术的整体风格和审美特点都是写实的,表现手法相对比较单一。而2000年以来,随着经济文化的繁荣,商业招贴和文化公益招贴分别迎来了各自的繁荣与兴盛。在表现技法上呈现出更加多元化的倾向。色彩的选择上也更加多元化。表现形式上,开始从不同角度不同层面来展现所要传达的信息或者理念。引导、启发、归纳和设想分析、警示的成分更多。招贴艺术的这种真实及时地反应时代特点的特性是其区别于其他艺术形式的一种重要特性。相应的中国招贴在这些历史时期也存在着不同的问题,民国前后的招贴作品就内容和表现形式而言,过于媚俗,缺少格调;而在建国前后,招贴的艺术性又完全让位与政治宣传的需要;改革开放时期,招贴虽然有所进步,但是在内容和表现形式上又显得比较稚拙;2000年以来中国招贴虽然迎来了自己的繁荣期,但是在繁荣的背后,我们又很难找到真正经典的艺术作品。
[Abstract]:The art of poster in China is almost synchronized with the history of modern China. The characteristics of each era, from the period of the revolution of the Republic of China, will combine the New year painting with the poster "month sign" art, To the "New year's Pictures of the Anti-Japanese War" during the Anti-Japanese War period, the "Anti-Japanese War posters" to the early days of the people's Republic of China, the posters of "except the four old", the "excellent birth and upbringing", as well as various posters during the period of reform and opening up, and various posters during the period of Hong Kong and Macao's return to China. All kinds of posters in the period of Olympic Games and World Expo reflect the characteristics of every historical period of China and record the details of every historical stage of China. In the early period of the Republic of China, there were a large number of posters with the nature of improved New year pictures. The aesthetic characteristics of Chinese traditional folk art are the main aesthetic features. "month sign" is a commercial poster art form in the period of the Republic of China. Influenced by western art, especially oil painting techniques. In the early days of the founding of the people's Republic of China, posters were presented on the historical stage in the form of revolutionary posters, and woodcut posters were more representative of them. Most of the lines are bold and bold, with a robust and simple style. After the founding of the people's Republic of China, the period of resisting US aggression and aiding Korea, the period of Great Leap forward or the period of Cultural Revolution, political posters almost monopolized all subjects of poster art with absolute superiority. Its rich color, full composition, poster in this high-spirited vitality and enthusiasm was played to the extreme. During the Great Leap forward period, the revolutionary passion in posters evolved into an absurd expression. The works of this period are based on exaggeration. By the time of the Cultural Revolution, posters showed a pathological intensity in color. The period in which the art of poster art in China developed rapidly was after the reform and opening up. In the 1980s, Chinese poster advertisements focused on promoting new trends of thought, supplemented by commercial posters, and began to be no longer confined to realistic performance techniques. Began to try to use abstract techniques to express artistic effects, began to infiltrate life and personal color. The characteristics of the development of Chinese poster art in the 1990s are mainly the advertising paintings which express the economic content, and the political posters are gradually transformed into public service advertisements and become an auxiliary form of expression. In this period, the whole style and aesthetic characteristics of poster art are realistic and relatively simple. Since 2000, with the prosperity of economy and culture, commercial poster and cultural public poster have ushered in their respective prosperity and prosperity respectively. In the performance techniques show a more diversified tendency. The choice of color is also more diversified. In form, we begin to present the message or idea from different angles and different levels. There are more elements of guidance, inspiration, induction, and tentative analysis. This real and timely characteristic of poster art is an important characteristic that distinguishes it from other art forms. The corresponding Chinese posters also have different problems in these historical periods. The poster works before and after the Republic of China are too vulgar and lack style in terms of contents and forms of expression, but before and after the founding of the people's Republic of China, The artistry of the posters completely gave way to the needs of political propaganda; although the posters made some progress during the period of reform and opening up, they were relatively young and clumsy in their contents and forms of expression. Although the Chinese posters have ushered in their own prosperous period since 2000, But behind the boom, we find it hard to find real classic works of art.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.3

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