近代上海月份牌广告画家群研究
发布时间：2018-12-17 17:57
【摘要】：近代鸦片战争后,大量外来资本涌入上海,外资企业不断发展壮大,也促进了民族资本主义的发展。民族资本与外来资本展开了大量的广告竞争,在抢占市场份额的过程中,月份牌广告画家在其中扮演着重要的角色,他们促进了市场竞争和商品经济的形成与发展,同时对民族资本的壮大起到了促进作用,为近代广告行业的发展做出了杰出的贡献。作为职业广告人,月份牌广告画家不仅继承发扬了自身的传统文化底蕴,还吸收了西方艺术的精华,在上海本土以及外资商业群体和大众文化的推动下,不断发展壮大,他们不仅创新了广告画技法,推动近代广告设计的规模化发展,还增强了近代商业美术教育的影响力。抗日战争爆发后,月份牌广告画市场萎缩,画家队伍规模也逐渐衰落,直至新中国成立后,月份牌画家转变成了新型的年画艺术创作群体,为社会主义文化的发展做出新的贡献,开启了全新的历史篇章。本文主要研究1840年鸦片战争后至1949年新中国成立期间的上海月份牌广告画家群体发展过程,收集相关文献资料,综合运用比较分析法和符号分析法,首先对画家群中代表性人物,事件以及绘画风格流派进行分析研究。其次探讨月份牌广告画家的职业发展状况以及社会活动开展情况,分析画家职业方向的形成过程以及与商业界和文化界的沟通交流状况。希望能够通过梳理月份牌广告画家的生平与艺术经历,来探讨它们与月份牌广告画家创作风格之间的互动关系,从中可以更好地了解近代上海广告业的发展状态。
[Abstract]:After the Opium War, a large number of foreign capital poured into Shanghai. National capital and foreign capital have launched a great deal of advertising competition. In the process of seizing market share, monthly advertisement painters play an important role in it. They have promoted market competition and the formation and development of commodity economy. At the same time, it promotes the growth of national capital and makes outstanding contribution to the development of modern advertising industry. As a professional advertiser, monthly advertising painters not only inherited and carried forward their own traditional cultural heritage, but also absorbed the essence of Western art. Driven by local Shanghai and foreign business groups and popular culture, they continued to grow. They not only innovated the techniques of advertising painting, promoted the scale development of modern advertising design, but also strengthened the influence of modern commercial art education. After the outbreak of the War of Resistance against Japan, the market for lunar brand advertising and painting shrank, and the scale of the painters gradually declined. After the founding of New China, Yuecheng brand painters turned into a new type of artistic creation group of New year's Pictures. For the development of socialist culture to make new contributions, opened a new chapter in history. This paper mainly studies the development process of Shanghai month brand advertising painters during the period from the Opium War of 1840 to the founding of New China in 1949, collects the relevant literature, and synthetically applies the comparative analysis method and the symbolic analysis method. First of all, the representative characters, events and painting style schools in the group of painters are analyzed and studied. Secondly, it discusses the status of career development and social activities of monthly advertisement painters, analyzes the forming process of artists' professional direction and the communication and communication with the business and cultural circles. It is hoped that through combing the life and artistic experience of Yueqi Advertising painters, the interactive relationship between them and their creative styles can be discussed so as to better understand the development state of modern advertising industry in Shanghai.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.3
本文编号：2384594
[Abstract]:After the Opium War, a large number of foreign capital poured into Shanghai. National capital and foreign capital have launched a great deal of advertising competition. In the process of seizing market share, monthly advertisement painters play an important role in it. They have promoted market competition and the formation and development of commodity economy. At the same time, it promotes the growth of national capital and makes outstanding contribution to the development of modern advertising industry. As a professional advertiser, monthly advertising painters not only inherited and carried forward their own traditional cultural heritage, but also absorbed the essence of Western art. Driven by local Shanghai and foreign business groups and popular culture, they continued to grow. They not only innovated the techniques of advertising painting, promoted the scale development of modern advertising design, but also strengthened the influence of modern commercial art education. After the outbreak of the War of Resistance against Japan, the market for lunar brand advertising and painting shrank, and the scale of the painters gradually declined. After the founding of New China, Yuecheng brand painters turned into a new type of artistic creation group of New year's Pictures. For the development of socialist culture to make new contributions, opened a new chapter in history. This paper mainly studies the development process of Shanghai month brand advertising painters during the period from the Opium War of 1840 to the founding of New China in 1949, collects the relevant literature, and synthetically applies the comparative analysis method and the symbolic analysis method. First of all, the representative characters, events and painting style schools in the group of painters are analyzed and studied. Secondly, it discusses the status of career development and social activities of monthly advertisement painters, analyzes the forming process of artists' professional direction and the communication and communication with the business and cultural circles. It is hoped that through combing the life and artistic experience of Yueqi Advertising painters, the interactive relationship between them and their creative styles can be discussed so as to better understand the development state of modern advertising industry in Shanghai.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J524.3
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