本文選題：老上海 + 月份牌�。� 參考：《南京師范大學》2011年碩士論文

【摘要】：本文旨在就老上海月份牌廣告進行系統(tǒng)研究與探討,通過對其進行溯源式的探究,提出月份牌廣告畫它是與時代特征緊密結合的,同時受到中西方歷史文化的影響。本文將主要分三個部分寫作,以時間順序為主線。 首先是從大時代背景下對月份牌的性質與功能做出分析,月份牌具有商品和商業(yè)廣告的兩重特性。從清末民初上海商業(yè)社會的關系和經(jīng)濟形態(tài)的發(fā)展的分析入手,進而轉引到月份牌畫的產(chǎn)生、發(fā)展與各時期的主要特征與表現(xiàn),當然也包括贊助方式的呈現(xiàn)。通過明晰月份牌畫的消費方式,來獲知當時社會具備哪些變革因素,人們的審美傾向究竟是什么。綜合種種因素更好地為月份牌在社會發(fā)展中的出現(xiàn)作出更好地說明。 第二部分主要對月份牌的設計特征進行分析,伴隨著近代中國社會政治、經(jīng)濟、文化的改變和生活方式的變遷,月份牌圖像的產(chǎn)生與發(fā)展過程,受到傳統(tǒng)的民間木版年畫、西方繪畫藝術、中國畫改革、攝影等藝術和印刷技術的影響是非常大的。本章節(jié)借鑒圖像學和符號學的研究方法,對月份牌圖像的題材、內(nèi)容、藝術形式與風格,人物的發(fā)式、臉型、表情、姿態(tài)、動作、服飾和人物與背景等,進行分析與闡述圖像的產(chǎn)生與發(fā)展、轉換的社會基礎與根本原因,以及在月份牌的人物形象的塑造和藝術設計思想方面取得的進步與成就,展現(xiàn)了其成熟發(fā)展的面貌和現(xiàn)代藝術設計思想的萌芽。 第三部分是試找出月份牌更多的設計價值。月份牌圖像轉換的深層原因,有社會思想觀念的改變,像提倡思想自由、個性解放、男女平等；生活環(huán)境、生活方式的變換,這時期的上海確實已是一個繁忙的國際大都會,是中國最大的港口和通商口岸,與中國其它很多地方不同已經(jīng)是一個充滿了現(xiàn)代魅力的城市,同時論述月份牌對老上海社會生活方式和社會風尚變換的影響作用,當時的月份牌的銷售范圍幾乎遍及到全國各地的城市、鄉(xiāng)村,還遠銷到東南亞、南美洲等國家。月份牌主要是起著商業(yè)廣告的作用,起著商品宣傳的作用,廣大的消費群體更多的是從審美的、精神的層面去欣賞月份牌畫,是對類似月份牌圖像中的生活方式的一種向往。
[Abstract]:The purpose of this paper is to make a systematic study and discussion on the old Shanghai month brand advertisement. Through the tracing research, the author points out that the month card advertisement painting is closely combined with the characteristics of the times and is influenced by the history and culture of China and the West. This paper will be divided into three main parts of writing, with the main line of time order. The first part is to analyze the character and function of the month card under the background of the big times, which has the dual characteristics of commodity and commercial advertisement. Starting with the analysis of the relationship between Shanghai commercial society and the development of economic form in the late Qing Dynasty and the beginning of the Republic of China, this paper leads to the emergence, development and main characteristics and performance of each period, including, of course, the presentation of sponsorship methods. By clarifying the consumption mode of the month-plate painting, we can know what factors the society had at that time and what people's aesthetic tendency was. The combination of various factors better explains the emergence of the monthly brand in social development. The second part mainly analyzes the design characteristics of the month plate. With the change of social politics, economy, culture and life style in modern China, the generation and development process of the image of the month card is subjected to the traditional folk woodcut New year Pictures. Western painting art, Chinese painting reform, photography and other arts and printing technology is very important. This chapter draws lessons from the research methods of iconology and semiotics, and discusses the subject matter, content, artistic form and style, hairstyle, facial shape, expression, posture, action, dress, character and background of the month card image, etc. Analyzing and expounding the generation and development of the image, the social foundation and the root cause of the transformation, as well as the progress and achievement in the shaping of the character image and the artistic design thought. It shows the appearance of its mature development and the sprout of modern art design thought. The third part is to try to find out more design value of the month card. The underlying reasons for the image conversion of the month brand are the changes in social ideology, such as advocating freedom of thought, individual liberation, equality between men and women, and changes in the living environment and lifestyle. Shanghai in this period has indeed become a busy cosmopolitan city. It is the largest port and trade port in China, and unlike many other places in China, it is already a city full of modern charm. At the same time, it discusses the influence of the month's brand on the social lifestyle and social fashion change in old Shanghai. At that time, the sales range almost all over the country's cities, rural areas, but also exported to Southeast Asia, South America and other countries. The month card mainly plays the role of commercial advertisement, plays the role of commodity propaganda, the broad consumer group is more from the aesthetic, spiritual level to appreciate the month card painting, is a kind of yearning for the life style similar to the month card image.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：J524

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本文編號：1857095