【作者】 秦瑶；

【导师】 李超德；

【作者基本信息】 苏州大学 ， 设计艺术学， 2008， 硕士

【摘要】 广告普遍存在于人类社会的生产和生活中,而作为广告画面主体的女性形象,更是具有鲜明的时代性,反映着广告发展的阶段特征。作为我国现代广告发展初期的典型代表,月份牌中的女性形象既体现出当时社会大众的审美情趣,又折射出我国广告发展初期的现状与不足。而当代平面广告作为我国当代广告的重要组成部分,在我国广告史研究中更是极具现实意义的。本文以我国二十世纪二、三十年代月份牌和当代平面广告中的女性形象为研究对象,从外在形象的变化、广告设计理念的发展、广告表现手法的丰富等三方面对于女性形象进行纵向比较,从广告理论基础、广告核心目标、广告操作模式、广告功能观等方面对我国广告现代化发展这一趋势进行总结。更多还原

【Abstract】 The advertisement generally exists in society production and the human life, but as the advertisement main picture, the image of women, which has the bright contemporaneity, is reflecting the advertisement development stage characteristic. As the typical representative of our country contemporary advertisement development initial period’s, the images of women in the calendar not only manifested the social populace’s esthetic appeal at that time, but also refracted the present situation and the insufficiency of our country advertisement development initial period. As the important component of our country present advertisement the contemporary plane advertisement has the practical extremely significance in our country advertisement history research.This article take the images of women in the calendar and in the contemporary plane advertisement’s as the object of study during the 1920s-1930s in China, from the external image’s change, the advertisement design idea’s development, the advertisement expression and so on carried on the longitudinal comparison, and from advertisement aspects and so on rationale, advertisement core goal, advertisement operator schema, advertisement function view carried on the summary the tendency of the Chinese advertisement modernizational development.更多还原