从月份牌看绘画艺术到商业美术的嬗变-美术学专业毕业论文.docx

从月份牌看绘画艺术到商业美术的嬗变
论文题目:从月份牌看绘画艺术到商业美术的嬗变
专业:油画硕士生: 王峰导师: 焦野
月份牌画是在20世纪初期至新中国建立,以上海为中心,由于受到商业竞争而产生的新型画种。它不同于传统民俗型年画,也不同于建国后的政治宣传年画,而是以商业宣传为目的的广告画。它伴随着世纪初商业兴起而产生,并因为建国后商业国有化而逐渐消失。在表现形式上兼取西洋画与传统年画,以擦笔水彩或相类似技法绘制为主,早期多附月历,中晚期多以美女图像为主要表现内容,以达到视觉形式上带有诱惑力的商品宣传效果。
月份牌是在近代资本主义工商业语境中,促生的一种广告性质的实用美术形式。它吸收了中国传统工笔绘画、中国木版年画、西方素描、油画、水彩、插画等的艺术手法和元素,从架上绘画的文化样态中脱胎出来,并在商业销售环节中不断调整磨合,形成了商业美术品的视觉形态特征,具有自身鲜明的历史、文化和经济价值。
月份牌过多的世俗气息,使其在建国后以年画的形式中被文化转移,同时也遭受到主流艺术形式的鄙弃。作为一种商业绘画形式,能够在市场上引领消费者,就已经达到了它社会功能的某种饱和。所以,以月份牌为个例,从其生发、成长、衰退的历史流脉中,我们可以就绘画价值和社会需求之间的关系、雅与俗的审美取向、以及商业美术的自身规律等问题进行深度探讨。从而拓宽
翻门对于艺术多样性的理解。
关键词:月份牌、传统绘画、商业美术、审美旨趣研究类型:理论研究
从月份牌看绘画艺术到商业美术的嬗变 叭Y iiii”■■_ m9 ㈣0 Ⅲ9 唧5川5㈣8
Subject:Looks at the drawing art from the calendar to mercial art evolution
Specalty:Fine Art. Name:wang feng Instructor:jiao ye
ABSTRACT
The calendar is in the modem times Capitalist industry merce linguistic environment,presses the fresh one kind of advertisement nature the practical fine arts has absorbed the Chinese tradition exquisite brush drawing,the Chinese plank lunar new year’S painting,the Westem sketch,the oil painting,the water color, the illustration and SO on artistic technique and the element,in the drawing cultural modus leaves the womb from the frame,and mercial sale link continual readjustment wearing,has formed mercial object d’art visual shape characteristic,has own bright culture,the economy and the historical value.
At the beginning of the end of the Qing people,as a result of the Western big
powers’economical storm and the colonialism policy,forced the backward large agricultural nation to retreat in defeat again and again in the political contest,the semifeudal and semicolonial social nature,caused the Chinese society faced with plex cultural pattem and the economic type,the West capitalism,in implemented behind the behavior which the economy nibbled,also has led China capitalist
economy development,and urged modem mercialism operation paRem to
input,each kind and mer