【摘要】：月份牌廣告畫(huà)最早出現(xiàn)在十九世紀(jì)末的上海,它是西洋繪畫(huà)和中國(guó)傳統(tǒng)年畫(huà)中西合璧的結(jié)晶,是西洋商人帶到中國(guó)的西式廣告的中國(guó)本土化的結(jié)果,是高度商品化的藝術(shù)品,它緊扣當(dāng)時(shí)的時(shí)代特征,時(shí)尚摩登,深受廣大群眾喜愛(ài)。它首創(chuàng)擦筆水彩畫(huà)法,使人物更加栩栩如生。 本文通過(guò)分析研究月份牌廣告畫(huà)的歷史背景和發(fā)展歷程,總結(jié)出它的本土性、商業(yè)性、藝術(shù)性和時(shí)尚性等特點(diǎn)。詳細(xì)闡述了月份牌廣告畫(huà)對(duì)當(dāng)代中國(guó)平面設(shè)計(jì)的影響和啟迪。通過(guò)學(xué)習(xí)月份牌廣告畫(huà)成功的經(jīng)驗(yàn),嘗試著如何在現(xiàn)代包裝設(shè)計(jì)中融入中國(guó)傳統(tǒng)元素,也試圖探索一條屬于中國(guó)自己的設(shè)計(jì)道路。 最后,在畢業(yè)創(chuàng)作中,利用之前對(duì)月份牌廣告畫(huà)的學(xué)習(xí)和研究得到的寶貴知識(shí),把它運(yùn)用到實(shí)際的設(shè)計(jì)中去。設(shè)計(jì)了一套名為“老上海的記憶”的化妝品系列包裝設(shè)計(jì)和海報(bào)設(shè)計(jì)。嘗試用一種新的語(yǔ)言來(lái)詮釋我所感悟到的月份牌廣告畫(huà)的獨(dú)特魅力。
[Abstract]:Lunar brand advertising paintings first appeared in Shanghai at the end of the 19th century. They were the crystallization of the combination of Western painting and Chinese traditional New year paintings, the result of the localization of western advertisements brought to China by Western businessmen, and the highly commercialized works of art. It clung to the characteristics of the times, fashion modern, deeply loved by the masses. It is the first brush watercolor painting method, so that the characters more lifelike. This paper analyzes the historical background and development process of monthly advertisement painting, and summarizes its local, commercial, artistic and fashion characteristics. This paper expounds in detail the influence and enlightenment of month-sign advertisement painting on contemporary Chinese graphic design. By studying the successful experience of the month brand advertisement painting, this paper tries to find out how to integrate the Chinese traditional elements into the modern packaging design, and also tries to explore a design road that belongs to China itself. Finally, in graduation creation, use the valuable knowledge of the study and research of the month sign advertisement picture before, apply it to the actual design. Designed a series of cosmetics packaging design and poster design called "memories of Old Shanghai". Try to use a new language to interpret the unique charm of the month-brand ads I feel.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：J524

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本文編號(hào)：2288126