中国明清时期招幌中的设计美学研究-research on design aesthetics in recruiting and playing in ming and qing dynasties in china.docxVIP

汕头大 汕头大学硕士学位论文 中国明清时期招幌中的设计美学分析 I I 摘要 在信息时代的今天，全球经济、文化快速交融的进程中，西方强势文化及价值观对各 民族的传统文化造成了巨大的冲击。重视民族文化的继承与发展变得极为必须和迫切。把 传统文化中的招幌纳入到艺术设计领域，通过分析、研究其设计现象与文化内涵，形成本 土设计的文化个性也就有了其现实意义和研究价值。 有着悠久历史的中国传统招幌，作为传统商业文化与信息传播的重要载体，构成了我 国古代独特的商业户外文化景观，显示了鲜活的民族性和良好的实用性特质。本文以设计 美学为视角结合以广告学、符号学理论，选择了发展形态最为成熟，文献资料也相对较多 的明、清时期的招幌作为主要研究对象，通过将招幌分为形式层面、意象层面、意境层面 逐级展开比较、分析，探寻蕴含其中的传统造物理念和美学内涵。同时，作者也希望从中 能够为中国当代户外广告的表现语言提供有益的补充以及给户外广告设计的实践带来更 多新的启示。 关键词：招幌、传统文化、设计美学、户外广告设计 II II Abstract In this information age during the rapid fusion process of global economy and culture, the dominant western culture and values made a strong impact to traditional culture of each nation. Reviewing the inheritance and development of national culture has become very necessary and urgent. Involve the traditional culture into the art and design field, through analysis and research the design phenomenon and cultural connotation, build the personality formation of local design and will have its practical significance and research value. As the important carrier of traditional business culture and information dissemination the traditional Chinese signboard which has a long history constitute our unique business outside the ancient cultural landscape, show a live national character and great practical qualities. This article choose the signboard in Ming and Qing Dynasties which are the most mature and with most physical remains as the main object perspective, research from the design aesthetics and combine with advertising, semiotics; divide the signboard into the formal level, image level, mood level and start the comparison and analyze step by step to explore the implication of which the traditional concept and aesthetic content creation. At the same time, the author hope this research can bring some benefits for the performance language of contemporary Chinese outdoor advertising and provide useful supplementary to the practice of outdoor advertising to bring more new revelation. Keywords: signboard, traditional cul