【摘要】：月份牌廣告畫最早出現(xiàn)在十九世紀(jì)末的上海,它是西洋繪畫和中國傳統(tǒng)年畫中西合璧的結(jié)晶,是西洋商人帶到中國的西式廣告的中國本土化的結(jié)果,是高度商品化的藝術(shù)品,它緊扣當(dāng)時的時代特征,時尚摩登,深受廣大群眾喜愛。它首創(chuàng)擦筆水彩畫法,使人物更加栩栩如生。 本文通過分析研究月份牌廣告畫的歷史背景和發(fā)展歷程,總結(jié)出它的本土性、商業(yè)性、藝術(shù)性和時尚性等特點。詳細闡述了月份牌廣告畫對當(dāng)代中國平面設(shè)計的影響和啟迪。通過學(xué)習(xí)月份牌廣告畫成功的經(jīng)驗,嘗試著如何在現(xiàn)代包裝設(shè)計中融入中國傳統(tǒng)元素,也試圖探索一條屬于中國自己的設(shè)計道路。 最后,在畢業(yè)創(chuàng)作中,利用之前對月份牌廣告畫的學(xué)習(xí)和研究得到的寶貴知識,把它運用到實際的設(shè)計中去。設(shè)計了一套名為“老上海的記憶”的化妝品系列包裝設(shè)計和海報設(shè)計。嘗試用一種新的語言來詮釋我所感悟到的月份牌廣告畫的獨特魅力。
[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)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J524

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本文編號：2288126