1936报刊广告汉字设计的叙事性表达——以上海“牡丹霜”化妆品字体设计为例

The Narrative Expression of Chinese Character Design in 1936 Newspaper Advertisements:Taking Shanghai“Peony Cream”Cosmetic Font Design as an Example

汉字产生于人类对周边事物的图形化模仿与凝练,汉字设计则是这些模仿与凝练的巧妙运用。1936年出现在上海报刊中的广告汉字设计以图形化、叙事化字体合以视觉化、媒介化的设计理念,形成了审美性与阅读性兼顾的设计风格。从1936年上海报刊中广告汉字的形成背景、构型特征以及主题情境等出发,探索文字叙事与图像叙事的统一,以期为现代广告汉字设计提供理论依据。

Chinese characters are produced by humans’graphical imitation and condensing of surrounding things,and Chinese character design is a clever use of these imitations and condensing.In 1936,the advertising Chinese character design appeared in the Shanghai poster magazine with graphic,narrative fonts combined with visual and media design concepts,forming a design style that takes both aesthetics and readability into consideration.Starting from the formation background,structural features,and thematic context of Chinese characters in advertisements in the posters in 1936,it explores the unity of text narrative and image narrative in order to provide a theoretical basis for the design of modern Chinese characters in advertisements.