十九世纪末至二十世纪上半叶上海月份牌画及价值的研究.pdf

摘 要 在20 世纪上半叶，月份牌是一种重要的商业招贴艺术形式。它本是一种传 统的年画样式，早在19 世纪70 年代就已印刷发行了。月份牌是被商家企业借用 进行商品广告或促销的重要手段。特别是到20 世纪二三十年代，随着市场经济 的发展、商业竞争的加剧，许多商家企业利用月份牌进行商品广告或商品促销， 使月份牌成为这个时期重要的商业招贴广告形式。伴随着近代中国社会政治、经 济、文化的改变和生活方式的变迁，月份牌的题材、艺术形式、内容和广告的商 品不断扩大，图像范式先后经历了发生、发展与转型等过程。月份牌的产生不是 中国设计发展历程中自发的产物，而是在西方侵略之下促生的结合物。它不仅仅 是中国传统工艺意识的延续，而更多的是现代设计意识的表征。它是中国本土出 现最早的具有现代意义艺术设计的形式之一，带有浓郁的中国特色。 月份牌图像范式的构建和表现方法，受到传统的民间木版年画、西方绘画艺 术、摄影和近代印刷技术的强烈影响，它不仅继承了中国年画的艺术形式和内容， 融中西绘画理论和技法与一炉，还以其鲜明的艺术特色赢得人民大众普遍的喜 爱。它将成为我们当代艺术设计发展的一面镜子，给予我们的设计实践以有益的 启示。 关键词：月份牌 上海 美女形象 商业竞争 Abstract In half of the 20th century, Calendar Picture was an important art form of Commercial poster. It was a traditional style of Chinese Spring Festival Picture, as early as age 70 in the 19th century, printing had been issued. Calendar Picture was an important means for advertisements or goods promotion that was used by enterprise. In particular, to two to three decades on behalf of the 20th century, with the development of the market economy, business competition, many enterprises took advantage of Calendar Pictures for advertisements or goods promotion, so that Calendar Picture become the important advertising forms of commercial posters. Accompanied by modern Chinese social and political, economic, cultural and lifestyle changed , Calendar Picture′s theme, art form, content and advertising goods expanded, the image paradigm has undergone a processes from the occurrence to the development and transformation and so on. The emergence of Calendar Picture was not the spontaneous product of the development process of Chinas design, but the combination of China and West under aggression in the West . It was not just the Chinese