本文選題：月份牌 + 上海　； 參考：《西北師范大學(xué)》2009年碩士論文

【摘要】： 在20世紀上半葉,月份牌是一種重要的商業(yè)招貼藝術(shù)形式。它本是一種傳統(tǒng)的年畫樣式,早在19世紀70年代就已印刷發(fā)行了。月份牌是被商家企業(yè)借用進行商品廣告或促銷的重要手段。特別是到20世紀二三十年代,隨著市場經(jīng)濟的發(fā)展、商業(yè)競爭的加劇,許多商家企業(yè)利用月份牌進行商品廣告或商品促銷,使月份牌成為這個時期重要的商業(yè)招貼廣告形式。伴隨著近代中國社會政治、經(jīng)濟、文化的改變和生活方式的變遷,月份牌的題材、藝術(shù)形式、內(nèi)容和廣告的商品不斷擴大,圖像范式先后經(jīng)歷了發(fā)生、發(fā)展與轉(zhuǎn)型等過程。月份牌的產(chǎn)生不是中國設(shè)計發(fā)展歷程中自發(fā)的產(chǎn)物,而是在西方侵略之下促生的結(jié)合物。它不僅僅是中國傳統(tǒng)工藝意識的延續(xù),而更多的是現(xiàn)代設(shè)計意識的表征。它是中國本土出現(xiàn)最早的具有現(xiàn)代意義藝術(shù)設(shè)計的形式之一,帶有濃郁的中國特色。 月份牌圖像范式的構(gòu)建和表現(xiàn)方法,受到傳統(tǒng)的民間木版年畫、西方繪畫藝術(shù)、攝影和近代印刷技術(shù)的強烈影響,它不僅繼承了中國年畫的藝術(shù)形式和內(nèi)容,融中西繪畫理論和技法與一爐,還以其鮮明的藝術(shù)特色贏得人民大眾普遍的喜愛。它將成為我們當代藝術(shù)設(shè)計發(fā)展的一面鏡子,給予我們的設(shè)計實踐以有益的啟示。
[Abstract]:In the first half of the 20 th century, lunar cards were an important form of commercial poster art. It is a traditional style of New year painting, as early as the 1870s had been printed. Monthly card is an important means used by businesses to advertise or promote goods. Especially in the twenties and thirties of the 20th century, with the development of the market economy and the aggravation of the commercial competition, many business enterprises use the monthly sign to carry on the commodity advertisement or the commodity promotion, making the month card become the important commercial poster advertisement form of this period. With the change of social politics, economy, culture and life style in modern China, the subject matter, art form, content and advertisement of the month card are expanding, and the image paradigm has gone through the process of occurrence, development and transformation. The creation of the month brand is not a spontaneous product of the development of Chinese design, but a combination promoted by the Western aggression. It is not only the continuation of Chinese traditional craft consciousness, but also the representation of modern design consciousness. It is one of the earliest forms of modern art design in China, with strong Chinese characteristics. The construction and expression method of lunar brand image paradigm are strongly influenced by traditional folk woodblock New year paintings, Western painting art, photography and modern printing technology. It not only inherits the artistic form and content of Chinese New year Pictures. Chinese and Western painting theory and techniques and a furnace, but also for its distinctive artistic characteristics to win the popular love. It will become a mirror of the development of our contemporary art design, and give us beneficial inspiration to our design practice.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J209.2

【參考文獻】

相關(guān)期刊論文 前1條

1 黨芳莉上海財經(jīng)大學(xué)新聞系,朱瑾;20世紀上半葉月份牌廣告畫中的女性形象及其消費文化[J];海南師范學(xué)院學(xué)報(社會科學(xué)版);2005年03期

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