传统、地方与美育:颜水龙与日据时期台湾广告插画艺术中的民族性与现代性

Tradition, Locality and Aesthetic Education:YAN Shuilong and the Art of Advertising Illustration in Taiwan in the Era of Japanese Occupation

颜水龙是中国台湾地区第一代现代美术家,他在日据时期的广告插画,实现了在现代艺术语境中回溯传统技法、在殖民话语论述中强调地方色彩、在广告插画宣传中突出美育教化的艺术诉求,其广告插画设计遂成为了日据时期台湾地区现代美术语境生成的重要标志,体现出强烈的民族性与现代性,被誉为“台湾第一广告人”。

YAN Shuilong was the first generation of modern artists in Taiwan. His advertising illustration in the Japanese occupation era realized the artistic appeal of recalling traditional techniques in the context of modern art, emphasizing local color in the discourse of colonial discourse, and highlighting aesthetic education in the publicity of advertising illustration. His advertising illustration design has become an important symbol of the generation of modern art context in Taiwan during the Japanese occupation era, It embodies strong ethnicity and modernity and is known as“the first advertiser in Taiwan”.