老上海月份牌广告对现代广告的启示

Enlightenment ofShanghai Calendar of Modern Advertisement

以老上海月份牌艺术的诞生与发展为源头,分析老上海月份牌的艺术审美特征及其成功的因素,并结合优秀案例深入分析老上海月份牌对现代广告设计的启示,分别从如何奠定现代广告设计基础、如何丰富现代广告设计内涵以及如何提升现代广告设计形象进行探讨,使得现代广告设计既能够符合现代人的审美,又可以增加其内涵与感染力,从而丰富现代广告设计的创意与表现方法。

With the origin and development of the old Shanghai calendar art as the source,this paper makes an analysis on aesthetic characteristics and the success factors of old shanghai calendar art,and with the excellent cases,the in-depth discussion is made about the enlightenment to the modern advertisement design,respectively from the foundation of modern advertising design,connotation enrichment to the modern advertisement design and enhancement of the image design of the modern advertisement,enabling the modern advertisement design both to meet modern people's aesthetic and increase the connotation and influence so as to enrich design creativity of the modern advertisement and expression of the methods.