本文選題：明清時(shí)期　切入點(diǎn)：招幌　出處：《北京服裝學(xué)院》2010年碩士論文

【摘要】： 招幌是“招牌”與“幌子”的復(fù)合式通稱(chēng),是工商業(yè)及其他行業(yè)向社會(huì)宣傳經(jīng)營(yíng)內(nèi)容、特點(diǎn)以及檔次等信息,以招攬生意的標(biāo)識(shí)性廣告方式,也是一種特定的行業(yè)標(biāo)志和信譽(yù)標(biāo)志。本文試圖在前人研究的基礎(chǔ)上依據(jù)現(xiàn)有的各方面資料,從廣告學(xué)和藝術(shù)設(shè)計(jì)的角度來(lái)對(duì)明清時(shí)期的招幌進(jìn)行深入分析,希望通過(guò)對(duì)招幌的各種形態(tài)的分類(lèi)以及明清時(shí)期商業(yè)文化的梳理,探尋其文化意義及對(duì)當(dāng)代廣告設(shè)計(jì)的促進(jìn)作用。 本文共分五個(gè)部分:第一章分為三節(jié),主要對(duì)招幌的概念、淵源和分類(lèi)做一個(gè)總體界定。第二章分為兩節(jié),第一節(jié)著重講述明清時(shí)期的商業(yè)文化;第二節(jié)闡述商業(yè)文化與招幌的關(guān)系。第三章是主要分析招幌的造型、裝飾特點(diǎn)以及招幌設(shè)計(jì)中所體現(xiàn)的設(shè)計(jì)規(guī)律。第四章是講述明清時(shí)期與招幌設(shè)計(jì)相關(guān)的要素。第五章是對(duì)明清時(shí)期招幌設(shè)計(jì)的優(yōu)劣評(píng)析,并就古代招幌對(duì)現(xiàn)代設(shè)計(jì)的啟示進(jìn)行探討。
[Abstract]:Sapporo is a compound term for "signboard" and "front". It is used by industry, commerce and other industries to publicize to society information on business content, characteristics and grades, in order to attract business. It is also a kind of specific trade mark and reputation mark. Based on the previous research, this paper tries to analyze the Sapporo in Ming and Qing dynasties from the angle of advertising and art design. It is hoped that through the classification of various forms of Sapporo and the combing of commercial culture in Ming and Qing dynasties, it will explore its cultural significance and promote the contemporary advertising design. This article is divided into five parts: the first chapter is divided into three sections, mainly to the concept of the Sapporo, origin and classification of a general definition. The second chapter is divided into two sections, the first section focuses on the commercial culture of the Ming and Qing dynasties; The second section describes the relationship between commercial culture and Sapporo. The third chapter mainly analyzes the styling of Sapporo. The fourth chapter is about the elements related to the design of Sapporo during the Ming and Qing dynasties. The fifth chapter is the analysis of the merits and demerits of the design of the Sapporo in the Ming and Qing dynasties. It also discusses the inspiration of ancient Sapporo to modern design.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：J524

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 侯燕;中國(guó)傳統(tǒng)招幌的發(fā)展衍變及現(xiàn)狀研究[D];浙江工商大學(xué);2012年

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本文編號(hào)：1685772