本文選題：招幌　切入點：宋元時期　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：招幌是中國傳統(tǒng)商業(yè)文化的精髓,它產(chǎn)生于民間創(chuàng)作,在市井文化的熏陶下發(fā)展成為民族傳統(tǒng)的視覺傳達(dá)藝術(shù)。作為一種重要的古代藝術(shù)形式,招幌以其五彩繽紛、生動的視覺形象招徠顧客,其所蘊(yùn)含的豐富文化內(nèi)涵與造型工藝在古代廣告史上可謂獨樹一幟。招幌隨著歷史的進(jìn)程逐漸演化為綜合性的藝術(shù)形式,不但以獨特的造物形象與絢麗的色彩吸引顧客,更以其新穎的寓意、壯觀的形式與集繪畫、書法、雕刻、泥塑、建筑、紙扎等藝術(shù)于一身的綜合特色,在其自然美、形態(tài)美、藝術(shù)美的高度融合中構(gòu)成了獨特的藝術(shù)景觀。 宋元時期的招幌不僅制作精良而且構(gòu)思精巧,將主觀情感與藝術(shù)構(gòu)思融會貫通,再通過藝術(shù)表現(xiàn)手法轉(zhuǎn)變成設(shè)計作品展現(xiàn)出來。各色各樣的色彩、造型、圖案等設(shè)計元素既傳達(dá)了設(shè)計者豐富的情感,又折射出人們在傳統(tǒng)生活中的風(fēng)俗習(xí)慣、審美意趣。它的藝術(shù)特色,既具有輔助經(jīng)營與招攬顧客的實用價值又具有較強(qiáng)的裝飾、宣傳效果。然而,宋元時期招幌的設(shè)計寓意不止體現(xiàn)在外在美的感官渲染,更滲透于意境層面的審美傳遞中。隨著歷史的發(fā)展,這一傳統(tǒng)商業(yè)文化遺產(chǎn)面臨斷代的危險,對其藝術(shù)研究也逐漸式微。因此,對其美學(xué)層次進(jìn)行深入剖析,對當(dāng)代設(shè)計有著重要的意義。 本文選擇了招幌發(fā)展的鼎盛時期—宋元時期為主要研究對象,以設(shè)計為視角,力圖在前人研究的基礎(chǔ)上依據(jù)現(xiàn)有的各方面資料以及大量的現(xiàn)代視覺傳達(dá)設(shè)計案例,從分析宋元時期招幌的特點入手,依托傳統(tǒng)文化,領(lǐng)悟宋元時期招幌的豐富文化意蘊(yùn)。從設(shè)計的領(lǐng)域,對視覺傳達(dá)進(jìn)行系統(tǒng)、深入的理論探討,比較、分析蘊(yùn)含其中的傳統(tǒng)造物理念和設(shè)計內(nèi)涵。藉此豐富招幌設(shè)計研究的思路,提高人們對它的重視程度,以求對當(dāng)下的招幌設(shè)計起到一定的建設(shè)性作用。 本文共分三個部分： 第一章分為三節(jié)。首先,對宋元時期招幌研究的時代背景做一個總體性的介紹；其次,明確宋元招幌的概念、分類,回顧宋元招幌在傳統(tǒng)商業(yè)中的形成、發(fā)展與演變及社會文化內(nèi)涵；再次,對宋元時期招幌的特征進(jìn)行概述。 第二章是本文的重點,共分為三節(jié),通過對招幌設(shè)計元素,表現(xiàn)手法以及設(shè)計規(guī)律的詳細(xì)地解述,剖析宋元時期招幌設(shè)計鮮明的藝術(shù)效果與視覺特征。 第三章主要通過對宋元招幌的設(shè)計特征的梳理,探尋其文化理念和設(shè)計理念,總結(jié)出招幌的價值與應(yīng)用性,得出的相關(guān)設(shè)計理論與優(yōu)勢價值。并結(jié)合實際,提出現(xiàn)代商業(yè)視覺傳達(dá)設(shè)計中設(shè)計的思路與建議,引導(dǎo)設(shè)計向更加完善的方向發(fā)展。
[Abstract]:Sapporo is the essence of Chinese traditional commercial culture. It originated from folk creation and developed into the traditional visual communication art of the nation under the influence of local culture. As an important ancient art form, it is colorful. The vivid visual image attracts customers, and its rich cultural connotation and styling technology are unique in the history of ancient advertising. With the development of history, Sapporo has gradually evolved into a comprehensive art form. Not only to attract customers with unique creation image and brilliant color, but also to attract customers with its novel moral, spectacular form and comprehensive features of painting, calligraphy, sculpture, clay sculpture, architecture, paper binding, etc., in its natural beauty, form beauty, etc. The high fusion of artistic beauty constitutes a unique artistic landscape. During the Song and Yuan dynasties, Sapporo was not only well made but also ingenious, combining subjective feelings with artistic ideas, and then transforming them into design works through artistic expression. All kinds of colors and shapes were displayed. The design elements, such as patterns, not only convey the rich feelings of the designers, but also reflect the customs and habits of people in the traditional life, aesthetic interest, its artistic characteristics, not only has the practical value of auxiliary management and soliciting customers, but also has strong decoration. However, the design moral of Sapporo in Song and Yuan dynasties is not only embodied in the sensual rendering of external beauty, but also in the aesthetic transmission of artistic conception. With the development of history, this traditional commercial cultural heritage is facing the danger of dating. Therefore, it is of great significance for contemporary design to make a thorough analysis of its aesthetic level. This paper chooses the peak period of the development of Sapporo-Song and Yuan dynasties as the main research object, and from the perspective of design, tries hard to base on the existing information of various aspects and a large number of modern visual communication design cases on the basis of previous studies. Starting with the analysis of the characteristics of the Sung and Yuan dynasties, and relying on the traditional culture, we can understand the rich cultural implication of the Song and Yuan dynasties. From the field of design, this paper makes a systematic, in-depth theoretical discussion and comparison of the visual communication. By analyzing the traditional creational idea and design connotation, this paper enriches the thinking of the research on the Sapporo design, and raises the degree of attention to it, in order to play a constructive role in the present design of Sapporo. This paper is divided into three parts:. The first chapter is divided into three sections. First, a general introduction to the background of the Sapporo research in the Song and Yuan dynasties. Secondly, the definition, classification, and review of the formation of the Song-Yuan Sapporo in the traditional commerce. Development and evolution and social and cultural connotation; thirdly, the characteristics of the Song and Yuan dynasties were summarized. The second chapter is the focus of this paper, which is divided into three sections. Through the detailed description of the design elements, expression methods and design rules, this paper analyzes the distinctive artistic effects and visual characteristics of the design of the Song and Yuan dynasties. The third chapter mainly through combing the design characteristics of the Song and Yuan Dynasty, explores its cultural concept and design concept, summarizes the value and application of Sapporo, and draws the relevant design theory and advantage value. The ideas and suggestions of modern commercial visual communication design are put forward to guide the design to a more perfect direction.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J509.2

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本文編號：1579620