發(fā)布時(shí)間：2018-11-12 13:13

【摘要】：月份牌畫(huà)從商業(yè)化的出身開(kāi)始，見(jiàn)證了上海的繁華、奢靡，一直到新中國(guó)成立月份牌畫(huà)改頭換面以政治宣傳招貼畫(huà)的形式延續(xù)，商業(yè)功能完全消失。雖然，月份牌畫(huà)只是繁榮了幾十年的時(shí)間，但是它見(jiàn)證了上海的沉浮、女性意識(shí)的崛起、女性自我意識(shí)的淪陷整個(gè)過(guò)程。它集商業(yè)廣告、年歷和畫(huà)片兒為一體，采取免費(fèi)贈(zèng)送的營(yíng)銷(xiāo)模式，迎合了大眾的需求，符合大眾的審美，成為上海市民最喜聞樂(lè)見(jiàn)的一種廣告形式，它也漸漸深入到了上海市民的生活中。 本文主要對(duì)月份牌畫(huà)產(chǎn)生的條件、發(fā)展過(guò)程進(jìn)行了梳理，分別論述了清末民初的月份牌畫(huà)、20世紀(jì)10年代的月份牌畫(huà)、20世紀(jì)20年代的月份牌畫(huà)、20世紀(jì)30年代的月份牌畫(huà)、抗日戰(zhàn)爭(zhēng)和解放戰(zhàn)爭(zhēng)時(shí)期的月份牌畫(huà)。通過(guò)對(duì)月份牌畫(huà)的梳理，重點(diǎn)在于對(duì)月份牌畫(huà)中女性形象進(jìn)行分析，闡述了月份牌畫(huà)中女性形象的演變過(guò)程以及月份牌畫(huà)所反映的女性自我意識(shí)、社會(huì)對(duì)女性角色的認(rèn)識(shí)、女性被物化的商品性。月份牌畫(huà)是民國(guó)時(shí)期上海具有重要意義的圖畫(huà)史料，對(duì)我們研究當(dāng)時(shí)的女性自我意識(shí)的覺(jué)醒和社會(huì)生活史具有非常重要的意義。
[Abstract]:From the beginning of the commercial origin, the month card painting witnessed the prosperity and extravagance of Shanghai, until the founding of New China, the new copy of the brand painting in the form of political propaganda poster continued, the commercial function completely disappeared. Although it has only been prosperous for decades, it has witnessed the ups and downs of Shanghai, the rise of women's consciousness, and the fall of women's self-consciousness. It integrates commercial advertisements, calendars and pictures, adopts a free and complimentary marketing model, caters to the needs of the masses, conforms to the aesthetic of the masses, and becomes one of the most popular forms of advertising among the people of Shanghai. It also gradually penetrated into the life of Shanghai residents. In this paper, the conditions and the developing process of the month card painting are analyzed, respectively, the month card paintings of the late Qing Dynasty, the early Republic of China, the October's paintings of the 20th century, the moon cards paintings of the 1920s, the month cards paintings of the 1930s are discussed respectively. The lunar signs of the War of Resistance against Japan and the War of Liberation. Through combing the month card painting, the emphasis lies in the analysis of the female image in the month card painting, the evolution process of the female image in the month card painting, the self-consciousness of the woman reflected by the month card painting, and the understanding of the female role in the society. The commercial nature of women being materialized. Lunar sign painting is a significant historical picture of Shanghai in the Republic of China period, which is of great significance to us to study the awakening of women's self-consciousness and the history of social life at that time.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：J209.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 汪注;;舊上海煙標(biāo)、月份牌上女性形象的解讀[J];安徽商貿(mào)職業(yè)技術(shù)學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2010年01期

2 張毅;;月份牌畫(huà)解析[J];北京印刷學(xué)院學(xué)報(bào);2008年05期

3 鄭立君;;月份牌最早印刷發(fā)行的時(shí)間分析[J];東南文化;2006年03期

4 韓素梅;;月份牌廣告的消費(fèi)文化分析[J];廣告大觀(理論版);2008年01期

5 徐志放;月份牌年畫(huà)話滄桑[J];出版與印刷;1996年02期

6 步及;月份牌畫(huà)和畫(huà)家鄭曼陀先生[J];美術(shù);1979年04期

7 杭鳴時(shí);紀(jì)念杭zI英誕辰100周年[J];美術(shù);2001年05期

8 李新華;月份牌年畫(huà)興衰談[J];民俗研究;1999年01期

9 王樹(shù)村;，

本文編號(hào)：2327216