民国期刊广告中的汉字造型特征研究

Research on the Characteristics of Chinese Characters in Periodical Advertisements During the Period of the Republic of China

民国时期(1912-1949年)商业广告空前发展,广告内容与设计形式呈现多样化特征,特别是广告中所使用的汉字造型得到了广泛发展。此时中国的设计处于萌芽状态,广告中的汉字造型能够体现出时代特征和国民审美共性。为了站在设计造型的角度深入分析民国广告中汉字造型的特征,通过对民国广告中提取的不同字型字体的比较,探讨了其字形识别、笔画分析、造型归类等不同特征,并总结出民国时期的广告字体是如何推动广告行业的发展,为汉字字体造型设计的历史发展脉络提供理论依据。

During the period of the Republic of China(1912-1949),commercial advertising developed unprecedentedly,and the content and design of advertising showed a variety of characteristics,especially the use of Chinese characters in advertising has been widely developed.At this time,Chinese design is in its infancy,and the shape of Chinese characters in the advertisement can reflect the characteristics of the times and the commonality of the national aesthetic.In order to analyze the characteristics of Chinese character modeling in the advertisements of the Republic of China from the perspective of design modeling,through the comparison of different fonts extracted from the advertisements of the Republic of China,the different characteristics of its font recognition,stroke analysis,modeling classification and other characteristics were discussed and summarized.How did the advertising fonts in the Republic of China promote the development of the advertising industry,and provided a theoretical basis for the historical development of Chinese font design.