民国月份牌女性形象对现代广告品牌设计的启示研究

发布时间：2019-08-14 15:06

【摘要】：随着时代的进步、经济的发展以及女性社会地位的提高,我国品牌设计中出现了许多女性品牌形象广告,特别是民国时期女性品牌形象广告。而女性品牌形象广告的辉煌并不只是现代的产物,月份牌女性广告流行于20世纪20年代至40年代,以美女形象为主要内容,以特有的表现手法和设计技巧吸引了当时的各阶层民众,体现了时尚的招贴画风格。具有古典与时髦特征的月份牌女性形象在民国时期美术中具有重要地位。文章从固有艺术形式和当代品牌文化的结合入手,从民国月份牌女性形象的发展、广告表现手法及与品牌创新的结合意义几方面分析民国月份牌女性形象对当今品牌传播的启发与思考,将传统的月份牌中优秀的文化元素与当代品牌进行融合并继承,表现具有时代感的女性广告传播设计。
[Abstract]:With the progress of the times, the development of economy and the improvement of the social status of women, there are many female brand image advertisements in the brand design of our country, especially in the period of the Republic of China. However, the brilliance of female brand image advertising is not only a modern product. Monthly brand female advertising was popular from 1920s to 1940s, with beauty image as the main content, with unique expression techniques and design skills to attract people from all walks of life at that time, reflecting the stylish poster style. The monthly female image with classical and fashionable characteristics plays an important role in the art of the Republic of China. Starting with the combination of inherent art form and contemporary brand culture, this paper analyzes the inspiration and thinking of the folk monthly brand female image to the present brand communication from the aspects of the development of the female image of the month card in the Republic of China, the advertising expression technique and the significance of the combination with the brand innovation, and merges and inherits the excellent cultural elements of the traditional month card with the contemporary brand, and expresses the design of the female advertisement communication with the sense of the times.
【作者单位】：燕京理工学院;
【分类号】：F713.81

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