發(fā)布時(shí)間：2018-01-19 10:49

  本文關(guān)鍵詞： 民國 煙標(biāo) 設(shè)計(jì) 視覺文化　出處：《江南大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：談到民國,對(duì)今天的人而言,既熟悉,又陌生。熟悉,是因?yàn)槊駠嘟癫⒉贿b遠(yuǎn),有太多的史料、圖片可供我們?nèi)チ私狻⑷ナ煜ぁ⑷フJ(rèn)識(shí)那段歷史。陌生,是因?yàn)楫?dāng)我們?cè)傧胫販剡@段歷史的時(shí)候,卻發(fā)現(xiàn)留存在我們腦海中的很多記憶都是片段式的、模糊的。慶幸的是,保留至今的大量民國時(shí)期的煙標(biāo)以可視化的方式為我們?cè)佻F(xiàn)了那段歷史、那段崢嶸的歲月,讓我們?cè)僖淮我匀碌囊暯穷I(lǐng)略了民國時(shí)期的那段文化。民國是一個(gè)特殊的歷史時(shí)期,在這短暫的38年中,中國社會(huì)各個(gè)方面均受到前所未有的沖擊,租界、中華帝國、偽滿洲國、軍閥混亂、國民政府和蘇維埃政府同時(shí)出現(xiàn)在這個(gè)狂風(fēng)暴雨洗刷的時(shí)代里。各種思想、文化激烈碰撞、抵觸、消解,相互影響。民國時(shí)期的煙標(biāo)作為一種視覺文本,主要通過不可或缺的牌號(hào)、圖案、煙廠信息、包裝形象和廣告語五個(gè)部分來傳遞產(chǎn)品的相關(guān)信息。對(duì)民國時(shí)期煙標(biāo)的視覺文化研究離不開對(duì)煙標(biāo)視覺符號(hào)的考察與分析,煙標(biāo)視覺符號(hào)的建構(gòu)與表現(xiàn)直接反映了民國時(shí)期的視覺文化。我們知道,視覺文化涉及哲學(xué)、美學(xué)、文藝學(xué)、藝術(shù)史論、社會(huì)學(xué)、心理學(xué)、符號(hào)學(xué)、歷史學(xué)、互聯(lián)網(wǎng)技術(shù)、媒體傳播等學(xué)科,是一個(gè)綜合性的、跨文化的、跨學(xué)科的研究領(lǐng)域,是文化研究領(lǐng)域的一個(gè)重要研究分支。視覺文化研究是開放性的,不但體現(xiàn)了文化研究領(lǐng)域的拓展,也是文化研究方法論的探索。本文立足于廣義視覺文化的研究,從設(shè)計(jì)學(xué)的角度入手,針對(duì)民國這一特殊歷史時(shí)期煙標(biāo)所呈現(xiàn)的視覺樣式,探討民國時(shí)期煙標(biāo)設(shè)計(jì)的視覺文化特征。因而,從設(shè)計(jì)維度去解析民國煙標(biāo)設(shè)計(jì)的視覺文化成因,有著重要理論意義和現(xiàn)實(shí)價(jià)值。本文從五個(gè)方面對(duì)民國時(shí)期煙標(biāo)設(shè)計(jì)的視覺文化進(jìn)行研究。第一部分,介紹了煙草及吸煙方式的歷史進(jìn)程以及民國時(shí)期機(jī)制卷煙工業(yè)的發(fā)展。闡述了民國時(shí)期商品經(jīng)濟(jì)的發(fā)展、煙草行業(yè)的激烈競爭以及商業(yè)美術(shù)教育和設(shè)計(jì)的不斷完善與成熟,是促成民國時(shí)期煙標(biāo)生產(chǎn)與設(shè)計(jì)的重要因素。第二部分,對(duì)民國時(shí)期煙標(biāo)設(shè)計(jì)的視覺形式以及結(jié)構(gòu)功能進(jìn)行了闡述和分析。揭示了民國時(shí)期煙標(biāo)的基本設(shè)計(jì)特征,闡述了煙標(biāo)作為卷煙的外包裝物,對(duì)于紙煙品牌識(shí)別、商品屬性認(rèn)知、產(chǎn)品形象塑造和市場推廣營銷的重要作用。第三部分,從設(shè)計(jì)學(xué)的角度出發(fā),分析和探討了受西方文化和近代設(shè)計(jì)運(yùn)動(dòng)影響下民國煙標(biāo)設(shè)計(jì)的西洋化特征,并對(duì)民國煙標(biāo)的設(shè)計(jì)風(fēng)格和表現(xiàn)形式進(jìn)行了梳理和分類。第四部分,從中國傳統(tǒng)文化和民國時(shí)期特殊的社會(huì)歷史背景兩個(gè)方面出發(fā),揭示了民國時(shí)期煙標(biāo)設(shè)計(jì)的本土化趨向反映在“中為西用”、“中體中用”和“中西合璧”三個(gè)方面。第五部分,從民國煙標(biāo)視覺文化表征的層面,探尋了民國煙標(biāo)作為一種視覺文本和文化符號(hào),以小見大,客觀上折射和表征了民族精神、女性形象、消閑時(shí)尚和祈福吉祥等文化現(xiàn)象。
[Abstract]:When it comes to the Republic of China, people today are both familiar and unfamiliar. It is because the Republic of China is not far away. There are too many historical materials, pictures for us to understand, to familiarize with, to know about that period of history. Strange. Because when we want to revisit this period of history, but found that many of the memories in our minds are piecemeal, fuzzy. Fortunately. Retain a large number of the Republic of China to date the smoke mark to visualize the way for us to reproduce that period of history, that period of towering years. Let us once again experience the period of the Republic of China from a new perspective. The Republic of China is a special historical period, in this short 38 years, all aspects of Chinese society have been unprecedented impact, concessions. The Chinese Empire, pseudo-Manchukuo, warlord chaos, the national government and the Soviet government at the same time appeared in this stormy times. The cigarette mark of the Republic of China as a visual text, mainly through the indispensable brand number, pattern, tobacco factory information. Packaging image and advertising language to convey the relevant information of the product. The visual culture of the Republic of China tobacco logo can not be separated from the inspection and analysis of visual symbols. As we know, visual culture involves philosophy, aesthetics, literature and art, art history, sociology, psychology, semiotics, history. Internet technology, media communication and other disciplines, is a comprehensive, cross-cultural, interdisciplinary research field, is an important branch of cultural research. Visual culture research is open. It not only reflects the expansion of cultural research field, but also explores the methodology of cultural research. This paper is based on the study of generalized visual culture, starting from the point of view of design. Aiming at the visual style of the tobacco logo in this special historical period of the Republic of China, this paper probes into the visual cultural characteristics of the tobacco logo design in the Republic of China period. Therefore, it analyzes the causes of the visual culture of the tobacco logo design in the Republic of China from the design dimension. It has important theoretical significance and practical value. This paper studies the visual culture of tobacco logo design in the Republic of China from five aspects. The first part. This paper introduces the historical process of tobacco and smoking mode and the development of cigarette industry in the period of the Republic of China, and expounds the development of commodity economy in the period of the Republic of China. The fierce competition in the tobacco industry and the continuous improvement and maturity of the commercial art education and design are the important factors to promote the production and design of tobacco standard in the Republic of China period. The second part. This paper expounds and analyzes the visual form and structure function of the cigarette mark design in the Republic of China, reveals the basic design characteristics of the cigarette mark in the Republic of China period, expounds the cigarette mark as the outer packaging of the cigarette, and identifies the brand of the cigarette. The third part is from the angle of design. This paper analyzes and discusses the Westernization characteristics of the Republic of China tobacco logo design under the influence of western culture and modern design movement, and combs and classifies the design style and expression form of the Republic of China tobacco logo. Part 4th. From the two aspects of Chinese traditional culture and the special social and historical background of the Republic of China period, this paper reveals the localization tendency of the tobacco mark design in the Republic of China period, which is reflected in "the west use in the middle". From the aspect of visual cultural representation of the Republic of China tobacco logo, this paper explores the Republic of China tobacco logo as a visual text and cultural symbol, through a small part to see the whole. Objectively reflects and represents the national spirit, female image, leisure fashion and blessing auspicious cultural phenomena.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：J524.4
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本文編號(hào)：1443854