民国月份牌中所见中国社会的现代化转变

The Modernization of Chinese Society is Seen in the Month Card of the Republic of China

民国时期出现的月份牌画是融合中国传统工笔人物与西方擦笔水彩技法的新画种,是洋商们在商业竞争中为推销商品所做的广告宣传画。月份牌不仅是一种视觉广告宣传形式,同时也折射出当时中国社会在外来文化冲击下的现代化转变。即便是在外来文化冲击下所开启的由传统向现代的转变过渡,但从绘制的图像与画面的安排上来看,对外来文化也不是全盘接受,仍然坚持了许多自己本土的优秀传统特征。

The Calender is a new type of painting that combines traditional Chinese fig-ures in elaborate style with western brush watercolor techniques.It is an advertising poster made by foreign merchants to promote their products in commercial competition.The calendar was not only a form of visual advertising,but also reflected the modernization of Chinese society under the impact of foreign culture.Even in the transition from traditional to modern culture initiated by the impact of foreign culture,from the perspective of the painted images and the arrangement of the pictures,they do not accept the foreign culture com-pletely and still adhere to many of their own excellent traditional characteristics.