本文選題：明清時期　切入點：招幌　出處：《北京服裝學院》2010年碩士論文

【摘要】： 招幌是“招牌”與“幌子”的復合式通稱,是工商業(yè)及其他行業(yè)向社會宣傳經(jīng)營內(nèi)容、特點以及檔次等信息,以招攬生意的標識性廣告方式,也是一種特定的行業(yè)標志和信譽標志。本文試圖在前人研究的基礎上依據(jù)現(xiàn)有的各方面資料,從廣告學和藝術設計的角度來對明清時期的招幌進行深入分析,希望通過對招幌的各種形態(tài)的分類以及明清時期商業(yè)文化的梳理,探尋其文化意義及對當代廣告設計的促進作用。 本文共分五個部分:第一章分為三節(jié),主要對招幌的概念、淵源和分類做一個總體界定。第二章分為兩節(jié),第一節(jié)著重講述明清時期的商業(yè)文化;第二節(jié)闡述商業(yè)文化與招幌的關系。第三章是主要分析招幌的造型、裝飾特點以及招幌設計中所體現(xiàn)的設計規(guī)律。第四章是講述明清時期與招幌設計相關的要素。第五章是對明清時期招幌設計的優(yōu)劣評析,并就古代招幌對現(xiàn)代設計的啟示進行探討。
[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.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：J524

【引證文獻】

相關碩士學位論文 前1條

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

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本文編號：1685772