摘要
《上海漫画》是20世纪二三十年代最具代表性的漫画刊物,其中的广告提供了数量颇多、形式颇丰的图像史料,蕴含着丰富的设计内涵。以《上海漫画》的广告为研究对象,旨在梳理和呈现广告设计特征与策略的转换过程,分析和阐释广告的视觉表征。研究表明:断裂、异质与共生是《上海漫画》中广告视觉构建的基本特征与取向。首先,广告形式的“断裂”呈现为典型的西化风格,但“断裂”下仍蕴含继承与革新。其次,“断裂”也呈现于受众心理层面,消费选择成为一种文化和身份认同的方式,随之也造成了本土与洋商广告的设计分野。此外,广告也带有典型的杂糅与共生的特征,表现为视觉元素的多元包容。
Shanghai Sketch,the most representative comic magazine of the 1920s and 1930s,provides abundant and diverse visual historical materials through its advertisements,rich with design connotations.This study examines the advertisements in Shanghai Sketch,aiming to analyze the evolution of their design characteristics and strategies and interpret their visual representations.The research reveals that“fracture,”heterogeneity,and symbiosis are fundamental features and orientations of the visual construction of advertisements in Shanghai Sketch.The“fracture”in advertisement forms manifests as a typical Westernized style,yet retains elements of inheritance and innovation.On a psychological level,this fracture transforms consumer choices into expressions of cultural and identity recognition,creating a design dichotomy between local and foreign advertisements.Furthermore,the advertisements exhibit distinct traits of blending and symbiosis,characterized by a rich inclusivity of visual elements.
作者
李升锐
王天德
Li Shengrui;Wang Tiande
出处
《家具与室内装饰》
北大核心
2024年第11期72-79,共8页
Furniture & Interior Design
基金
国家社会科学基金艺术学一般项目(22BA023)
浙江省哲学社会科学规划“省市合作”项目(24SSHZ087YB)。
关键词
《上海漫画》
民国广告
广告设计
视觉策略
视觉设计
Shanghai Sketch
Republican Era Advertising
Advertisement Design
Visual Strategies
Visual Design
