新时期中国商业招贴的表现形态及审美特征
发布时间：2019-05-22 01:15
【摘要】： 新时期中国商业招贴的发展可以大致划分为三个阶段:萌动与模仿时期、开拓与探索时期、嬗变与丰富时期。1978年至80年代末的萌动与模仿时期,由于经济发展水平的局限,路牌成为商业招贴的主要媒介;其时,在经济交流中,处于国际领先水平的日本招贴设计风格潜移默化的影响着中国商业招贴的审美表现。20世纪90年代的开拓与探索时期,中国本土广告人在商业招贴的版式和色彩表现上作了大胆的尝试,成绩斐然。进入21世纪的嬗变与丰富时期,中国商业招贴大张旗鼓地登上国际舞台,在业界知名的广告大赛上屡获佳绩;引起国际同行广泛关注的多媒体技术、名人效应和系列化表现趋势,也成为中国商业招贴表现形态的突出特征。商业招贴的审美特征交叉融汇在这三个时期中,其中高纯度的色彩美、简洁的版式美、趣味性、隐喻性、生态意识的审美体现、民族传统文化的体现等,使得中国商业招贴具有了民族性和时代性。 中国商业招贴的演变原因:市场经济的推动、外来文化的影响和本土广告人的努力是其中的关键因素。中国改革开放的大背景给了广告业自由发展的空间。国际交流和协作带来了先进的创意理念和管理经验。本土广告人的职业化和专业化探索是中国现代广告业发展的原动力。
[Abstract]:The development of Chinese commercial posters in the new period can be roughly divided into three stages: the period of initiation and imitation, the period of development and exploration, the period of evolution and enrichment. The period of initiation and imitation from 1978 to the end of 1980s, due to the limitation of the level of economic development, Road signs become the main medium of commercial posters; At that time, in the economic exchange, the Japanese poster design style, which was at the leading level in the world, influenced the aesthetic expression of Chinese commercial poster imperceptively. during the period of development and exploration in the 1990s, Chinese local advertisers have made bold attempts in the layout and color performance of commercial posters. In the period of evolution and richness in the 21st century, Chinese commercial posters have stepped on the international stage with great fanfare and achieved many good results in the well-known advertising competitions in the industry. Multimedia technology, celebrity effect and serialized performance trend, which have attracted extensive attention of international counterparts, have also become the outstanding characteristics of Chinese commercial poster. The aesthetic characteristics of commercial posters are intersected and integrated in these three periods, including high purity color beauty, concise layout beauty, interest, metaphorical, aesthetic embodiment of ecological consciousness, embodiment of national traditional culture and so on. So that China's commercial posters have a national and contemporary nature. The reasons for the evolution of Chinese commercial posters: the promotion of market economy, the influence of foreign culture and the efforts of local advertisers are the key factors. The background of China's reform and opening up gives the advertising industry room for free development. International exchanges and cooperation bring advanced creative ideas and management experience. The professionalization and specialization of local advertisers is the driving force of the development of modern advertising industry in China.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524
本文编号：2482550
[Abstract]:The development of Chinese commercial posters in the new period can be roughly divided into three stages: the period of initiation and imitation, the period of development and exploration, the period of evolution and enrichment. The period of initiation and imitation from 1978 to the end of 1980s, due to the limitation of the level of economic development, Road signs become the main medium of commercial posters; At that time, in the economic exchange, the Japanese poster design style, which was at the leading level in the world, influenced the aesthetic expression of Chinese commercial poster imperceptively. during the period of development and exploration in the 1990s, Chinese local advertisers have made bold attempts in the layout and color performance of commercial posters. In the period of evolution and richness in the 21st century, Chinese commercial posters have stepped on the international stage with great fanfare and achieved many good results in the well-known advertising competitions in the industry. Multimedia technology, celebrity effect and serialized performance trend, which have attracted extensive attention of international counterparts, have also become the outstanding characteristics of Chinese commercial poster. The aesthetic characteristics of commercial posters are intersected and integrated in these three periods, including high purity color beauty, concise layout beauty, interest, metaphorical, aesthetic embodiment of ecological consciousness, embodiment of national traditional culture and so on. So that China's commercial posters have a national and contemporary nature. The reasons for the evolution of Chinese commercial posters: the promotion of market economy, the influence of foreign culture and the efforts of local advertisers are the key factors. The background of China's reform and opening up gives the advertising industry room for free development. International exchanges and cooperation bring advanced creative ideas and management experience. The professionalization and specialization of local advertisers is the driving force of the development of modern advertising industry in China.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524
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