本文選題：民國　切入點：商業(yè)美術(shù)　出處：《華東師范大學》2016年博士論文

【摘要】：民國時期正好處在中國由傳統(tǒng)走向現(xiàn)代的轉(zhuǎn)折點上,商業(yè)美術(shù)肩負起了促進國家經(jīng)濟發(fā)展,挽救國家命運于危亡,實現(xiàn)民族復興大業(yè)的歷史使命,受到舉國上下的重視。即便在當今,商業(yè)美術(shù)對促進中國實體經(jīng)濟的發(fā)展,增加人們大眾的生活福祉,依舊有著不可磨滅的替代作用。因此對民國商業(yè)美術(shù)進行全面深入研究,對當今的商業(yè)美術(shù)創(chuàng)作具有重要的指導和借鑒的作用。對民國時期商業(yè)美術(shù)的研究不論是在民國時代還是當代都沒有停止過,但對民國時期商業(yè)美術(shù)進行全面系統(tǒng)分析研究的并不多。民國商業(yè)美術(shù)的傳播過程基本符合了美國政治學家拉斯韋爾在《傳播在社會中的結(jié)構(gòu)與功能》一文中提出的傳播學理論中經(jīng)典的“5w”模式：“誰”——商品生產(chǎn)者與商業(yè)美術(shù)家(傳播客體)；“說什么”——商業(yè)美術(shù)作品(傳播內(nèi)容)；“通過什么渠道”——承載商業(yè)美術(shù)作品的傳播媒介(傳播渠道)；“對誰說”——商業(yè)美術(shù)的受眾者(傳播對象)以及“得到了怎樣的效果”。本課題運用傳播學的理論,對商業(yè)美術(shù)的四個重要因素進行深入分析。具體來說就是：第一章,商業(yè)美術(shù)創(chuàng)作活動的發(fā)起者與商業(yè)美術(shù)的創(chuàng)作主體共同構(gòu)成了商業(yè)美術(shù)的傳播主體。商業(yè)美術(shù)的發(fā)起者包括商品的生產(chǎn)者與經(jīng)營者,商業(yè)美術(shù)的創(chuàng)作主體包括商業(yè)美術(shù)的個體工作者與商業(yè)美術(shù)機構(gòu)。他們有獨特地選擇商業(yè)美術(shù)家及作品的原則、推廣商業(yè)美術(shù)作品的方法,并極力地對商業(yè)美術(shù)及美術(shù)家再創(chuàng)造。第二章,商業(yè)美術(shù)的傳播內(nèi)容包括了所要傳播的商業(yè)信息與承載商業(yè)信息的傳播符號。商業(yè)美術(shù)承載的商業(yè)信息有廣而告之型的商業(yè)信息、注重品質(zhì)型的商業(yè)信息與強化需求型的商業(yè)信息。承載商業(yè)信息的傳播符號呈現(xiàn)出豐富的視覺形態(tài),體現(xiàn)了獨特的傳播價值。第三章,因受眾與商業(yè)美術(shù)傳播媒介觀看的方式的不同,大致可以分為公共性的商業(yè)美術(shù)傳播媒介和獨立性的商業(yè)美術(shù)傳播媒介。公共性的商業(yè)美術(shù)傳播媒介有路牌廣告媒介、電影海報媒介和車身廣告媒介。獨立性對商業(yè)美術(shù)傳播媒介有商品包裝媒介、書籍封面媒介、月份牌媒介與報紙廣告媒介。第四章,商業(yè)美術(shù)傳播受眾因所處群體不同,具有不同的消費觀念,并呈現(xiàn)出不同的審美趣味,傳播受眾的這些特點都促進了商業(yè)美術(shù)的發(fā)展。第五章從民國商業(yè)美術(shù)能夠促進商業(yè)美術(shù)發(fā)起者積極地改進商業(yè)美術(shù)活動、促進商業(yè)美術(shù)傳播符號的發(fā)展、促進新的商業(yè)美術(shù)傳播媒介的發(fā)展,和促進商品的銷售與品牌的發(fā)展四個方面,展開對民國商業(yè)美術(shù)傳播效果的研究,也是大眾對商業(yè)美術(shù)作品的接受問題的研究。通過對民國商業(yè)美術(shù)四個重要因素深入地分析與系統(tǒng)地研究,對當今商業(yè)美術(shù)的應用與發(fā)展提供參考,為近現(xiàn)代美術(shù)史、中國近代平面設(shè)計史中做出有益的補充,以及為設(shè)計管理專業(yè)提供中國近代設(shè)計管理的案例補充。
[Abstract]:The turning point in the period of the Republic of China is in the China from the traditional to the modern commercial art on the shoulder promote the development of national economy, to save the fate of the nation in peril, to achieve national rejuvenation of the historical mission, is the whole nation's attention. Even in today's commercial art, to promote the development of China real economy, increase the people's life well, still has a substitution effect. So indelible in the Republic of China commercial art in-depth study has important guidance and reference role in today's business. The art creation of the Republic of China business art whether it is not stopped in the era of the Republic of China or in modern times, but the overall system analysis is not much the commercial art in the Republic of China. The spreading process of commercial art with the American political scientist Lasswell in "spread in the community structure and Spread in the paper put forward the function "theory in the classical model of" 5W ":" who "commodity producers and commercial artist (communication object);" what to say "- Commercial Art (media content);" through what channels "- bearing commercial art media (communication channels);" "-- commercial art audience who (communication object) and" get what effect ". The issue of the use of the communication theory, four important factors of commercial art in-depth analysis. Specifically: the first chapter, the initiator and commercial art commercial art creation creation subject together the commercial art communication subject. The initiator of commercial art includes commodity producers and operators, commercial art creation subject including commercial art individual workers and commercial art institutions. They have a unique selection of commercial artists and works principle, method of promotion of commercial art, and tried to commercial art and artists to create. The second chapter, the dissemination of the contents of commercial art includes business information and dissemination of business information symbols to be transmitted. Commercial art carries commercial information advertised type business information, pay attention to the quality of the type of business information and strengthen the demand type of business information. The spread of commercial information bearing the symbol showing a rich visual form, embodies the unique value of communication. In the third chapter, because of the audience and the media to watch the commercial art in different ways, can be divided into commercial art media publicity the independence of commercial art and commercial art media. Media of public signs and advertising media, movie posters and advertising media independent media. Commodity packaging media of commercial art media, book cover media, media and newspaper media advertising calendar. In the fourth chapter, the commercial art audience is different because of the different groups, with the concept of consumption, and showing a different aesthetic taste, the characteristics of the audience have promoted the development of commercial art. The fifth chapter to promote the commercial art sponsors actively improve commercial art activities in the commercial art, promote the development of commercial art symbol, to promote the development of new media art business, and promote the commodity sales and brand development in four aspects, to study the commercial art dissemination effect, is to study public acceptance the commercial art works. The four important factors in commercial art in-depth analysis and systematic study on the application and development of the commercial art It provides a useful supplement for modern art history and modern Chinese graphic design history, as well as a case supplement for modern Chinese design management.

【學位授予單位】：華東師范大學
【學位級別】：博士
【學位授予年份】：2016
【分類號】：J120.9
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本文編號：1701123