老上海的记忆—月份牌研究及在现代平面设计中的运用
发布时间：2018-10-22 19:45
【摘要】：月份牌广告画最早出现在十九世纪末的上海,它是西洋绘画和中国传统年画中西合璧的结晶,是西洋商人带到中国的西式广告的中国本土化的结果,是高度商品化的艺术品,它紧扣当时的时代特征,时尚摩登,深受广大群众喜爱。它首创擦笔水彩画法,使人物更加栩栩如生。 本文通过分析研究月份牌广告画的历史背景和发展历程,总结出它的本土性、商业性、艺术性和时尚性等特点。详细阐述了月份牌广告画对当代中国平面设计的影响和启迪。通过学习月份牌广告画成功的经验,尝试着如何在现代包装设计中融入中国传统元素,也试图探索一条属于中国自己的设计道路。 最后,在毕业创作中,利用之前对月份牌广告画的学习和研究得到的宝贵知识,把它运用到实际的设计中去。设计了一套名为“老上海的记忆”的化妆品系列包装设计和海报设计。尝试用一种新的语言来诠释我所感悟到的月份牌广告画的独特魅力。
[Abstract]:Lunar brand advertising paintings first appeared in Shanghai at the end of the 19th century. They were the crystallization of the combination of Western painting and Chinese traditional New year paintings, the result of the localization of western advertisements brought to China by Western businessmen, and the highly commercialized works of art. It clung to the characteristics of the times, fashion modern, deeply loved by the masses. It is the first brush watercolor painting method, so that the characters more lifelike. This paper analyzes the historical background and development process of monthly advertisement painting, and summarizes its local, commercial, artistic and fashion characteristics. This paper expounds in detail the influence and enlightenment of month-sign advertisement painting on contemporary Chinese graphic design. By studying the successful experience of the month brand advertisement painting, this paper tries to find out how to integrate the Chinese traditional elements into the modern packaging design, and also tries to explore a design road that belongs to China itself. Finally, in graduation creation, use the valuable knowledge of the study and research of the month sign advertisement picture before, apply it to the actual design. Designed a series of cosmetics packaging design and poster design called "memories of Old Shanghai". Try to use a new language to interpret the unique charm of the month-brand ads I feel.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524
本文编号：2288126
[Abstract]:Lunar brand advertising paintings first appeared in Shanghai at the end of the 19th century. They were the crystallization of the combination of Western painting and Chinese traditional New year paintings, the result of the localization of western advertisements brought to China by Western businessmen, and the highly commercialized works of art. It clung to the characteristics of the times, fashion modern, deeply loved by the masses. It is the first brush watercolor painting method, so that the characters more lifelike. This paper analyzes the historical background and development process of monthly advertisement painting, and summarizes its local, commercial, artistic and fashion characteristics. This paper expounds in detail the influence and enlightenment of month-sign advertisement painting on contemporary Chinese graphic design. By studying the successful experience of the month brand advertisement painting, this paper tries to find out how to integrate the Chinese traditional elements into the modern packaging design, and also tries to explore a design road that belongs to China itself. Finally, in graduation creation, use the valuable knowledge of the study and research of the month sign advertisement picture before, apply it to the actual design. Designed a series of cosmetics packaging design and poster design called "memories of Old Shanghai". Try to use a new language to interpret the unique charm of the month-brand ads I feel.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524
【参考文献】
相关期刊论文 前2条
1 胡海萍;中国传统艺术在现代包装装潢设计中的应用[J];包装工程;2005年05期
2 常芳;民族化包装的形式特征[J];包装工程;2005年05期
相关硕士学位论文 前2条
1 钱宇;略论月份牌广告画[D];苏州大学;2003年
2 柳明;解读服装广告中的时尚文化[D];吉林大学;2008年
，本文编号：2288126
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