【摘要】：誕生于民國時期的月份牌廣告畫記錄著民國時期——那個特殊的時代的歷史、文化。它是中西合璧的產物，從創(chuàng)作的角度上說，既延承中國傳統(tǒng)文化中的元素，如年畫，，插畫，又借鑒了西方的新藝術運動所帶來的理念。中國語言特征與鮮明的時代特征在月份牌畫的創(chuàng)作發(fā)展上也多有反映。也是月份牌廣告發(fā)展的文化基礎；民國時期隨著上海的開埠，外商資本的涌入，產品傾銷的需求增大，使社會繁榮有了堅實的經濟基礎。本文研究針對上海月份牌廣告畫（一九一零——一九三零年）對現(xiàn)代包裝設計產生的影響展開論述。月份牌畫作為海派文化的精髓之一，我們可以在現(xiàn)代包裝設計中看到它的身影，現(xiàn)代包裝設計對月份牌畫風格的再應用不僅是一種風格的追求，也是在“海派”文化這一語境下傳統(tǒng)圖形現(xiàn)代化的過程，只有當商品的氣質和內在屬性與月份牌風格以及給人的印象相吻合時，可以借助月份牌的元素形象去傳達，而月份牌所攜帶的獨特視覺美感和文化意蘊可以將拓展運用的包裝設計作品中的氣質內蘊存托出來，顯現(xiàn)了獨特的氣質和格調。再生的只是形式，而拓展的是文化。同時表達了人們對那個時代的懷念和追憶，這是一種懷舊文化情緒的體現(xiàn)。也是月份牌畫風格在當代包裝設計中再度出現(xiàn)和拓展的一個主要原因之一。
[Abstract]:The period of the Republic of China during the Republic of China during the period of the Republic of China recorded the history and culture of the special era. It is the product of the combination of Chinese and Western, from the point of view of creation, it is the element of the traditional Chinese culture, such as the annual painting, the insert painting, and the idea of the new art movement of the West. The Chinese language characteristics and the distinctive times are also reflected in the creation and development of the monthly card painting. In the period of the Republic of China, with the opening of Shanghai, the influx of foreign capital and the demand of product dumping have increased, so that the prosperity of society has a solid economic base. In this paper, the influence of the modern packaging design on the Shanghai-month-by-month advertisement painting is discussed in this paper. As one of the essence of the modern packaging design, we can see its figure in the modern packaging design. The reapplication of the modern packaging design to the style of the monthly card is not only a style of pursuit, but also the process of the traditional graphic modernization in the context of the "sea pie" culture. can be conveyed by means of the element image of the monthly card only when the quality and the intrinsic property of the commodity are matched with the monthly card style and the impression of the person, The unique visual sense of beauty and cultural implication carried by the monthly card can show the unique temperament and style in the development and application of the unique visual sense and the cultural implication. The only form of regeneration is the culture. At the same time, it expresses the nostalgia and the memory of the times, which is a reflection of the mood of the nostalgia culture. It is also one of the main reasons for the re-emergence and expansion of the style of the monthly card in the design of contemporary packaging.
【學位授予單位】：上海師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J524.2

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本文編號：2510697