“月份牌”画风格在现代包装设计中的再生和拓展
发布时间：2019-07-05 17:38
【摘要】：诞生于民国时期的月份牌广告画记录着民国时期——那个特殊的时代的历史、文化。它是中西合璧的产物，从创作的角度上说，既延承中国传统文化中的元素，如年画，，插画，又借鉴了西方的新艺术运动所带来的理念。中国语言特征与鲜明的时代特征在月份牌画的创作发展上也多有反映。也是月份牌广告发展的文化基础；民国时期随着上海的开埠，外商资本的涌入，产品倾销的需求增大，使社会繁荣有了坚实的经济基础。本文研究针对上海月份牌广告画（一九一零——一九三零年）对现代包装设计产生的影响展开论述。月份牌画作为海派文化的精髓之一，我们可以在现代包装设计中看到它的身影，现代包装设计对月份牌画风格的再应用不仅是一种风格的追求，也是在“海派”文化这一语境下传统图形现代化的过程，只有当商品的气质和内在属性与月份牌风格以及给人的印象相吻合时，可以借助月份牌的元素形象去传达，而月份牌所携带的独特视觉美感和文化意蕴可以将拓展运用的包装设计作品中的气质内蕴存托出来，显现了独特的气质和格调。再生的只是形式，而拓展的是文化。同时表达了人们对那个时代的怀念和追忆，这是一种怀旧文化情绪的体现。也是月份牌画风格在当代包装设计中再度出现和拓展的一个主要原因之一。
[Abstract]:The period of the Republic of China during the Republic of China during the period of the Republic of China recorded the history and culture of the special era. It is the product of the combination of Chinese and Western, from the point of view of creation, it is the element of the traditional Chinese culture, such as the annual painting, the insert painting, and the idea of the new art movement of the West. The Chinese language characteristics and the distinctive times are also reflected in the creation and development of the monthly card painting. In the period of the Republic of China, with the opening of Shanghai, the influx of foreign capital and the demand of product dumping have increased, so that the prosperity of society has a solid economic base. In this paper, the influence of the modern packaging design on the Shanghai-month-by-month advertisement painting is discussed in this paper. As one of the essence of the modern packaging design, we can see its figure in the modern packaging design. The reapplication of the modern packaging design to the style of the monthly card is not only a style of pursuit, but also the process of the traditional graphic modernization in the context of the "sea pie" culture. can be conveyed by means of the element image of the monthly card only when the quality and the intrinsic property of the commodity are matched with the monthly card style and the impression of the person, The unique visual sense of beauty and cultural implication carried by the monthly card can show the unique temperament and style in the development and application of the unique visual sense and the cultural implication. The only form of regeneration is the culture. At the same time, it expresses the nostalgia and the memory of the times, which is a reflection of the mood of the nostalgia culture. It is also one of the main reasons for the re-emergence and expansion of the style of the monthly card in the design of contemporary packaging.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.2
本文编号：2510697
[Abstract]:The period of the Republic of China during the Republic of China during the period of the Republic of China recorded the history and culture of the special era. It is the product of the combination of Chinese and Western, from the point of view of creation, it is the element of the traditional Chinese culture, such as the annual painting, the insert painting, and the idea of the new art movement of the West. The Chinese language characteristics and the distinctive times are also reflected in the creation and development of the monthly card painting. In the period of the Republic of China, with the opening of Shanghai, the influx of foreign capital and the demand of product dumping have increased, so that the prosperity of society has a solid economic base. In this paper, the influence of the modern packaging design on the Shanghai-month-by-month advertisement painting is discussed in this paper. As one of the essence of the modern packaging design, we can see its figure in the modern packaging design. The reapplication of the modern packaging design to the style of the monthly card is not only a style of pursuit, but also the process of the traditional graphic modernization in the context of the "sea pie" culture. can be conveyed by means of the element image of the monthly card only when the quality and the intrinsic property of the commodity are matched with the monthly card style and the impression of the person, The unique visual sense of beauty and cultural implication carried by the monthly card can show the unique temperament and style in the development and application of the unique visual sense and the cultural implication. The only form of regeneration is the culture. At the same time, it expresses the nostalgia and the memory of the times, which is a reflection of the mood of the nostalgia culture. It is also one of the main reasons for the re-emergence and expansion of the style of the monthly card in the design of contemporary packaging.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.2
【参考文献】
相关期刊论文 前6条
1 张曼如;一朵无名的花[J];美术;1958年04期
2 闻华;关于“月份牌”年画和年画特点问题[J];美术;1958年04期
3 朱石基 ,黄振亮;上海“月份牌”年画的今昔[J];美术;1984年08期
4 步及;解放前的“月份牌”年画史料[J];美术研究;1959年02期
5 邵长荣,黄家训;“一朵无名的花”的实质[J];美术;1958年06期
6 亦鸣;近代上海广告文化[J];上海大学学报(社会科学版);1992年02期
本文编号：2510697
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2510697.html
