《申报》广告画的产生背景与创作模式探究

Research on the Background and Creation Mode of Commercial Paintings in Shenbao

《申报》广告画是我国近代美术介入商品经济的一种社会实践,它不仅体现了近代斗媚争妍的商业宣传,也在一定程度上成就了《申报》的辉煌。《申报》广告画的产生,缘于近代印刷图像市场的发展和近代报刊新式职业画师的出现。《申报》广告画的创作模式,就条规而言更多地隐含于当时的社会共识与广告制度之中。《申报》广告画的创作模式演变与社会政治、经济、文化等要素桴鼓相应。

The commercial paintings in Shenbao newspaper were the result of the artistic effort to boost commodity economy in modern China,as a reflection of the fierce commercial competition,which contributed to the success of the newspaper to a certain extent.The emergence of these pictures stemmed from the development of modern printing market and the new professional painters for modern newspapers and periodicals.The organization construction was mainly reflected in the operation and management of Shenbao and various artistic associations at that time.The creation mode was embodied in the basic ideas,language forms,regulations and evaluation.The development of painting was closely related to the changes of social politics,economy and culture.