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| 題 名 | 20世紀初期的藝術設計創新考察:以上海月份牌廣告語言語境及其形象設計為研究核心=Investigation of Art and Design Innovation in the Early 20th Century: Taking the Language Context and Image Design of Shanghai Monthly Signs as the Core of Research |
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| 作 者 | 蕭曼鵑; | 書刊名 | 學思 |
| 卷 期 | 3 2024.07[民113.07] |
| 頁 次 | 頁207-221 |
| 分類號 | 497 |
| 關鍵詞 | 文字與圖像; 廣告語言; 上海月份牌; Text and image; Advertising language; Shanghai calendar posters; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 20 世紀初,「人物畫」為主的商業海報席捲東西方許多國家,創造出一種富有當代文化 與藝術特色的一種藝術作品,極具代表性的就是東方的「上海月份牌」以及西方的「新藝術 時期廣告畫」。其中,月份牌從興起到沒落僅僅 50 餘年,但仍在東方藝術歷史上留下重要的 一筆。 上海月份牌的出現,主要是因為當時中國通商口岸逐漸開放,加速了國內產業興起,以 及國外商品的輸入,這樣的狀況下,中國業者對於廣告的需求量大幅上升,當代許多畫家順 應這樣的環境,吸收大量從西方傳入的藝術技法、商業海報文化,同時結合了「傳統年畫」 所形成的創新藝術形式。 商業海報畫作,除了要畫面能吸引目光,廣告文案更要在有限的篇幅中打動目標客群的 內心,在在都講求創新設計。皮爾士認為:「符號以及符號系統乃根植於社會原則之中。」 這樣的概念也體現在了上海月份牌上,「廣告」必然是乘載當地社會情勢、習慣以及觀念的。 本文將針對張燕風《老上海月份牌廣告畫(上卷)》中所展示出具有廣告標語的月份牌 進行用語分析,再從分析結果統整出上海月份牌中的語言設計特色及其作用與影響力。 |
| 英文摘要 | In the early 20th century, Figure Portraits dominated commercial posters in many countries, creating a form of art rich in contemporary culture and artistic characteristics. Representative examples include the Eastern Shanghai Calendar Posters and the Western Art Nouveau Advertising Posters. The popularity of the monthly calendar lasted just over 50 years before its decline, yet it still left an important mark on Eastern art history. The emergence of the Shanghai Calendar Posters was mainly due to the gradual opening of Chinese trading ports at the time, which accelerated the rise of domestic industries and the importation of foreign goods. In such circumstances, the demand for advertising among Chinese businesses had surged significantly. Many contemporary painters adapted to this environment by absorbing a large number of Western artistic techniques and commercial poster culture while integrating innovative art forms formed by Traditional New Year Paintings. In addition to attracting attention visually, commercial poster artwork required advertising copy to resonate with the hearts of the target audience within limited space, emphasizing innovative design. Peirce believed: “Symbols and symbol systems are rooted in social principles.” This concept is also reflected in the Shanghai Calendar Posters, where “advertising” inevitably carries local social conditions, customs, and concepts. This article will analyze the language used in the monthly calendar posters with advertising slogans depicted in Zhang Yanfeng’s “Old Shanghai Monthly Calendar Advertising Paintings (Volume I),” and then summarize the linguistic design characteristics, functions, and influences of the Shanghai Calendar Posters based on the analysis results. |
本系統中英文摘要資訊取自各篇刊載內容。