近代上海月份牌画研究
发布时间：2018-11-12 13:13
【摘要】：月份牌画从商业化的出身开始，见证了上海的繁华、奢靡，一直到新中国成立月份牌画改头换面以政治宣传招贴画的形式延续，商业功能完全消失。虽然，月份牌画只是繁荣了几十年的时间，但是它见证了上海的沉浮、女性意识的崛起、女性自我意识的沦陷整个过程。它集商业广告、年历和画片儿为一体，采取免费赠送的营销模式，迎合了大众的需求，符合大众的审美，成为上海市民最喜闻乐见的一种广告形式，它也渐渐深入到了上海市民的生活中。 本文主要对月份牌画产生的条件、发展过程进行了梳理，分别论述了清末民初的月份牌画、20世纪10年代的月份牌画、20世纪20年代的月份牌画、20世纪30年代的月份牌画、抗日战争和解放战争时期的月份牌画。通过对月份牌画的梳理，重点在于对月份牌画中女性形象进行分析，阐述了月份牌画中女性形象的演变过程以及月份牌画所反映的女性自我意识、社会对女性角色的认识、女性被物化的商品性。月份牌画是民国时期上海具有重要意义的图画史料，对我们研究当时的女性自我意识的觉醒和社会生活史具有非常重要的意义。
[Abstract]:From the beginning of the commercial origin, the month card painting witnessed the prosperity and extravagance of Shanghai, until the founding of New China, the new copy of the brand painting in the form of political propaganda poster continued, the commercial function completely disappeared. Although it has only been prosperous for decades, it has witnessed the ups and downs of Shanghai, the rise of women's consciousness, and the fall of women's self-consciousness. It integrates commercial advertisements, calendars and pictures, adopts a free and complimentary marketing model, caters to the needs of the masses, conforms to the aesthetic of the masses, and becomes one of the most popular forms of advertising among the people of Shanghai. It also gradually penetrated into the life of Shanghai residents. In this paper, the conditions and the developing process of the month card painting are analyzed, respectively, the month card paintings of the late Qing Dynasty, the early Republic of China, the October's paintings of the 20th century, the moon cards paintings of the 1920s, the month cards paintings of the 1930s are discussed respectively. The lunar signs of the War of Resistance against Japan and the War of Liberation. Through combing the month card painting, the emphasis lies in the analysis of the female image in the month card painting, the evolution process of the female image in the month card painting, the self-consciousness of the woman reflected by the month card painting, and the understanding of the female role in the society. The commercial nature of women being materialized. Lunar sign painting is a significant historical picture of Shanghai in the Republic of China period, which is of great significance to us to study the awakening of women's self-consciousness and the history of social life at that time.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J209.2
[Abstract]:From the beginning of the commercial origin, the month card painting witnessed the prosperity and extravagance of Shanghai, until the founding of New China, the new copy of the brand painting in the form of political propaganda poster continued, the commercial function completely disappeared. Although it has only been prosperous for decades, it has witnessed the ups and downs of Shanghai, the rise of women's consciousness, and the fall of women's self-consciousness. It integrates commercial advertisements, calendars and pictures, adopts a free and complimentary marketing model, caters to the needs of the masses, conforms to the aesthetic of the masses, and becomes one of the most popular forms of advertising among the people of Shanghai. It also gradually penetrated into the life of Shanghai residents. In this paper, the conditions and the developing process of the month card painting are analyzed, respectively, the month card paintings of the late Qing Dynasty, the early Republic of China, the October's paintings of the 20th century, the moon cards paintings of the 1920s, the month cards paintings of the 1930s are discussed respectively. The lunar signs of the War of Resistance against Japan and the War of Liberation. Through combing the month card painting, the emphasis lies in the analysis of the female image in the month card painting, the evolution process of the female image in the month card painting, the self-consciousness of the woman reflected by the month card painting, and the understanding of the female role in the society. The commercial nature of women being materialized. Lunar sign painting is a significant historical picture of Shanghai in the Republic of China period, which is of great significance to us to study the awakening of women's self-consciousness and the history of social life at that time.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J209.2
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