【摘要】：近代鴉片戰(zhàn)爭后,大量外來資本涌入上海,外資企業(yè)不斷發(fā)展壯大,也促進了民族資本主義的發(fā)展。民族資本與外來資本展開了大量的廣告競爭,在搶占市場份額的過程中,月份牌廣告畫家在其中扮演著重要的角色,他們促進了市場競爭和商品經(jīng)濟的形成與發(fā)展,同時對民族資本的壯大起到了促進作用,為近代廣告行業(yè)的發(fā)展做出了杰出的貢獻。作為職業(yè)廣告人,月份牌廣告畫家不僅繼承發(fā)揚了自身的傳統(tǒng)文化底蘊,還吸收了西方藝術(shù)的精華,在上海本土以及外資商業(yè)群體和大眾文化的推動下,不斷發(fā)展壯大,他們不僅創(chuàng)新了廣告畫技法,推動近代廣告設(shè)計的規(guī)模化發(fā)展,還增強了近代商業(yè)美術(shù)教育的影響力。抗日戰(zhàn)爭爆發(fā)后,月份牌廣告畫市場萎縮,畫家隊伍規(guī)模也逐漸衰落,直至新中國成立后,月份牌畫家轉(zhuǎn)變成了新型的年畫藝術(shù)創(chuàng)作群體,為社會主義文化的發(fā)展做出新的貢獻,開啟了全新的歷史篇章。本文主要研究1840年鴉片戰(zhàn)爭后至1949年新中國成立期間的上海月份牌廣告畫家群體發(fā)展過程,收集相關(guān)文獻資料,綜合運用比較分析法和符號分析法,首先對畫家群中代表性人物,事件以及繪畫風(fēng)格流派進行分析研究。其次探討月份牌廣告畫家的職業(yè)發(fā)展狀況以及社會活動開展情況,分析畫家職業(yè)方向的形成過程以及與商業(yè)界和文化界的溝通交流狀況。希望能夠通過梳理月份牌廣告畫家的生平與藝術(shù)經(jīng)歷,來探討它們與月份牌廣告畫家創(chuàng)作風(fēng)格之間的互動關(guān)系,從中可以更好地了解近代上海廣告業(yè)的發(fā)展狀態(tài)。
[Abstract]:After the Opium War, a large number of foreign capital poured into Shanghai. National capital and foreign capital have launched a great deal of advertising competition. In the process of seizing market share, monthly advertisement painters play an important role in it. They have promoted market competition and the formation and development of commodity economy. At the same time, it promotes the growth of national capital and makes outstanding contribution to the development of modern advertising industry. As a professional advertiser, monthly advertising painters not only inherited and carried forward their own traditional cultural heritage, but also absorbed the essence of Western art. Driven by local Shanghai and foreign business groups and popular culture, they continued to grow. They not only innovated the techniques of advertising painting, promoted the scale development of modern advertising design, but also strengthened the influence of modern commercial art education. After the outbreak of the War of Resistance against Japan, the market for lunar brand advertising and painting shrank, and the scale of the painters gradually declined. After the founding of New China, Yuecheng brand painters turned into a new type of artistic creation group of New year's Pictures. For the development of socialist culture to make new contributions, opened a new chapter in history. This paper mainly studies the development process of Shanghai month brand advertising painters during the period from the Opium War of 1840 to the founding of New China in 1949, collects the relevant literature, and synthetically applies the comparative analysis method and the symbolic analysis method. First of all, the representative characters, events and painting style schools in the group of painters are analyzed and studied. Secondly, it discusses the status of career development and social activities of monthly advertisement painters, analyzes the forming process of artists' professional direction and the communication and communication with the business and cultural circles. It is hoped that through combing the life and artistic experience of Yueqi Advertising painters, the interactive relationship between them and their creative styles can be discussed so as to better understand the development state of modern advertising industry in Shanghai.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：J524.3

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