【摘要】： 新時(shí)期中國(guó)商業(yè)招貼的發(fā)展可以大致劃分為三個(gè)階段:萌動(dòng)與模仿時(shí)期、開(kāi)拓與探索時(shí)期、嬗變與豐富時(shí)期。1978年至80年代末的萌動(dòng)與模仿時(shí)期,由于經(jīng)濟(jì)發(fā)展水平的局限,路牌成為商業(yè)招貼的主要媒介;其時(shí),在經(jīng)濟(jì)交流中,處于國(guó)際領(lǐng)先水平的日本招貼設(shè)計(jì)風(fēng)格潛移默化的影響著中國(guó)商業(yè)招貼的審美表現(xiàn)。20世紀(jì)90年代的開(kāi)拓與探索時(shí)期,中國(guó)本土廣告人在商業(yè)招貼的版式和色彩表現(xiàn)上作了大膽的嘗試,成績(jī)斐然。進(jìn)入21世紀(jì)的嬗變與豐富時(shí)期,中國(guó)商業(yè)招貼大張旗鼓地登上國(guó)際舞臺(tái),在業(yè)界知名的廣告大賽上屢獲佳績(jī);引起國(guó)際同行廣泛關(guān)注的多媒體技術(shù)、名人效應(yīng)和系列化表現(xiàn)趨勢(shì),也成為中國(guó)商業(yè)招貼表現(xiàn)形態(tài)的突出特征。商業(yè)招貼的審美特征交叉融匯在這三個(gè)時(shí)期中,其中高純度的色彩美、簡(jiǎn)潔的版式美、趣味性、隱喻性、生態(tài)意識(shí)的審美體現(xiàn)、民族傳統(tǒng)文化的體現(xiàn)等,使得中國(guó)商業(yè)招貼具有了民族性和時(shí)代性。 中國(guó)商業(yè)招貼的演變?cè)?市場(chǎng)經(jīng)濟(jì)的推動(dòng)、外來(lái)文化的影響和本土廣告人的努力是其中的關(guān)鍵因素。中國(guó)改革開(kāi)放的大背景給了廣告業(yè)自由發(fā)展的空間。國(guó)際交流和協(xié)作帶來(lái)了先進(jìn)的創(chuàng)意理念和管理經(jīng)驗(yàn)。本土廣告人的職業(yè)化和專(zhuān)業(yè)化探索是中國(guó)現(xiàn)代廣告業(yè)發(fā)展的原動(dòng)力。
[Abstract]:The development of Chinese commercial posters in the new period can be roughly divided into three stages: the period of initiation and imitation, the period of development and exploration, the period of evolution and enrichment. The period of initiation and imitation from 1978 to the end of 1980s, due to the limitation of the level of economic development, Road signs become the main medium of commercial posters; At that time, in the economic exchange, the Japanese poster design style, which was at the leading level in the world, influenced the aesthetic expression of Chinese commercial poster imperceptively. during the period of development and exploration in the 1990s, Chinese local advertisers have made bold attempts in the layout and color performance of commercial posters. In the period of evolution and richness in the 21st century, Chinese commercial posters have stepped on the international stage with great fanfare and achieved many good results in the well-known advertising competitions in the industry. Multimedia technology, celebrity effect and serialized performance trend, which have attracted extensive attention of international counterparts, have also become the outstanding characteristics of Chinese commercial poster. The aesthetic characteristics of commercial posters are intersected and integrated in these three periods, including high purity color beauty, concise layout beauty, interest, metaphorical, aesthetic embodiment of ecological consciousness, embodiment of national traditional culture and so on. So that China's commercial posters have a national and contemporary nature. The reasons for the evolution of Chinese commercial posters: the promotion of market economy, the influence of foreign culture and the efforts of local advertisers are the key factors. The background of China's reform and opening up gives the advertising industry room for free development. International exchanges and cooperation bring advanced creative ideas and management experience. The professionalization and specialization of local advertisers is the driving force of the development of modern advertising industry in China.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：J524

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