老上海月份牌广告画的时代美学价值探析

Analysis of the Age Aesthetic Value of the Old Calendar Advertisement Paintings

从中国思想文化的发展及中西方文化的碰撞角度出发,分析了老上海月份牌广告画的形成得益于传统思想的解放;进一步分析了19世纪末西方文化对中国传统绘画和审美的冲击,指出月份牌广告画作为我国早期广告画的成功与不足;进而论述了老上海月份牌广告画的形成、鼎盛、衰败的原因和发展历程;最后得出老上海月份牌广告画的时代美学价值、地域价值,以期对今天的商业设计工作者及民俗的研究有所裨益。

From the point of view of the development of Chinese culture and Western culture, it analyzed that the old Shanghai calendar advertisement paintings evolved from the traditional ideological emancipation, changed the Chinese feudal conservative aesthetics, gave birth to the new aesthetic image. It further analyzed the traditional Chinese painting and the aesthetic impact brought from Renaissance at the end of nineteenth Century and the changing of western culture, formed the aesthetic form with characteristics of the times, as well as the powerful role of modern art education reform ideology on art creation; and then discussed the formation, heyday, the reasons for the decline and development course of the old Shanghai calendar advertisement paintings, peering into the integration and collision of Chinese and Western culture, and the powerful function of modern art education reform ideology on art creation; resulted in the old Shanghai calendar advertisement paintings era aesthetic value, regional value and time value and influence on the later development of Arts and culture.