民国商业美术研究

发布时间：2018-04-02 16:08

  本文选题：民国　切入点：商业美术　出处：《华东师范大学》2016年博士论文

【摘要】：民国时期正好处在中国由传统走向现代的转折点上,商业美术肩负起了促进国家经济发展,挽救国家命运于危亡,实现民族复兴大业的历史使命,受到举国上下的重视。即便在当今,商业美术对促进中国实体经济的发展,增加人们大众的生活福祉,依旧有着不可磨灭的替代作用。因此对民国商业美术进行全面深入研究,对当今的商业美术创作具有重要的指导和借鉴的作用。对民国时期商业美术的研究不论是在民国时代还是当代都没有停止过,但对民国时期商业美术进行全面系统分析研究的并不多。民国商业美术的传播过程基本符合了美国政治学家拉斯韦尔在《传播在社会中的结构与功能》一文中提出的传播学理论中经典的“5w”模式：“谁”——商品生产者与商业美术家(传播客体)；“说什么”——商业美术作品(传播内容)；“通过什么渠道”——承载商业美术作品的传播媒介(传播渠道)；“对谁说”——商业美术的受众者(传播对象)以及“得到了怎样的效果”。本课题运用传播学的理论,对商业美术的四个重要因素进行深入分析。具体来说就是：第一章,商业美术创作活动的发起者与商业美术的创作主体共同构成了商业美术的传播主体。商业美术的发起者包括商品的生产者与经营者,商业美术的创作主体包括商业美术的个体工作者与商业美术机构。他们有独特地选择商业美术家及作品的原则、推广商业美术作品的方法,并极力地对商业美术及美术家再创造。第二章,商业美术的传播内容包括了所要传播的商业信息与承载商业信息的传播符号。商业美术承载的商业信息有广而告之型的商业信息、注重品质型的商业信息与强化需求型的商业信息。承载商业信息的传播符号呈现出丰富的视觉形态,体现了独特的传播价值。第三章,因受众与商业美术传播媒介观看的方式的不同,大致可以分为公共性的商业美术传播媒介和独立性的商业美术传播媒介。公共性的商业美术传播媒介有路牌广告媒介、电影海报媒介和车身广告媒介。独立性对商业美术传播媒介有商品包装媒介、书籍封面媒介、月份牌媒介与报纸广告媒介。第四章,商业美术传播受众因所处群体不同,具有不同的消费观念,并呈现出不同的审美趣味,传播受众的这些特点都促进了商业美术的发展。第五章从民国商业美术能够促进商业美术发起者积极地改进商业美术活动、促进商业美术传播符号的发展、促进新的商业美术传播媒介的发展,和促进商品的销售与品牌的发展四个方面,展开对民国商业美术传播效果的研究,也是大众对商业美术作品的接受问题的研究。通过对民国商业美术四个重要因素深入地分析与系统地研究,对当今商业美术的应用与发展提供参考,为近现代美术史、中国近代平面设计史中做出有益的补充,以及为设计管理专业提供中国近代设计管理的案例补充。
[Abstract]:The turning point in the period of the Republic of China is in the China from the traditional to the modern commercial art on the shoulder promote the development of national economy, to save the fate of the nation in peril, to achieve national rejuvenation of the historical mission, is the whole nation's attention. Even in today's commercial art, to promote the development of China real economy, increase the people's life well, still has a substitution effect. So indelible in the Republic of China commercial art in-depth study has important guidance and reference role in today's business. The art creation of the Republic of China business art whether it is not stopped in the era of the Republic of China or in modern times, but the overall system analysis is not much the commercial art in the Republic of China. The spreading process of commercial art with the American political scientist Lasswell in "spread in the community structure and Spread in the paper put forward the function "theory in the classical model of" 5W ":" who "commodity producers and commercial artist (communication object);" what to say "- Commercial Art (media content);" through what channels "- bearing commercial art media (communication channels);" "-- commercial art audience who (communication object) and" get what effect ". The issue of the use of the communication theory, four important factors of commercial art in-depth analysis. Specifically: the first chapter, the initiator and commercial art commercial art creation creation subject together the commercial art communication subject. The initiator of commercial art includes commodity producers and operators, commercial art creation subject including commercial art individual workers and commercial art institutions. They have a unique selection of commercial artists and works principle, method of promotion of commercial art, and tried to commercial art and artists to create. The second chapter, the dissemination of the contents of commercial art includes business information and dissemination of business information symbols to be transmitted. Commercial art carries commercial information advertised type business information, pay attention to the quality of the type of business information and strengthen the demand type of business information. The spread of commercial information bearing the symbol showing a rich visual form, embodies the unique value of communication. In the third chapter, because of the audience and the media to watch the commercial art in different ways, can be divided into commercial art media publicity the independence of commercial art and commercial art media. Media of public signs and advertising media, movie posters and advertising media independent media. Commodity packaging media of commercial art media, book cover media, media and newspaper media advertising calendar. In the fourth chapter, the commercial art audience is different because of the different groups, with the concept of consumption, and showing a different aesthetic taste, the characteristics of the audience have promoted the development of commercial art. The fifth chapter to promote the commercial art sponsors actively improve commercial art activities in the commercial art, promote the development of commercial art symbol, to promote the development of new media art business, and promote the commodity sales and brand development in four aspects, to study the commercial art dissemination effect, is to study public acceptance the commercial art works. The four important factors in commercial art in-depth analysis and systematic study on the application and development of the commercial art It provides a useful supplement for modern art history and modern Chinese graphic design history, as well as a case supplement for modern Chinese design management.

【学位授予单位】：华东师范大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：J120.9
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本文编号：1701123