摘要
《申报》广告画多姿多彩,包含了丰富的绘画造型语言。对《申报》广告画进行历史分期,有利于我们进一步考察它的典型样式及其源流与传播,进而揭示民国时期商业美术尤其是报刊广告的社会参与度和社会影响力。《申报》广告画发展大致可以划分为起始期、发展期、兴盛期以及渐衰期四个阶段。四个分期之间的更迭不是跳跃式的,而是存在着非常明显的连贯性。除了阶段性的发展因素,《申报》广告画的画法、图版与印刷工艺的变迁也进一步明确了其历史分期。
The advertising posters published in Shen Bao are colorful and characterized by rich graphic modelling language.A historical segmentation of these posters will prove helpful in further investigating their typical style,origins,and spread.The present study will also reveal the social participation and influence of the commercial art,especially advertisements on newspapers and magazines during the period of the Republic of China.The development of Shen Bao's posters may be roughly divided into four stages:early,developmental,prosperous and declining.The changes between each of the four stages did not occur suddenly but in a continuous way.In addition to the factors of the phasic development,changes in painting method,layout and printing process of Shen Bao's posters can illustrate their historical stages.
出处
《艺术探索》
CSSCI
2021年第3期13-21,共9页
Arts Exploration
基金
2019年度教育部人文社会科学研究规划基金项目“《申报》广告画的美术考古学研究”(19YJA760051)。
关键词
申报
广告画
印刷工艺
历史分期
Shen Bao
Advertising posters
Printing technology
Historical periodization
