广告学本科毕业论文 利益方的玩偶月份牌广告中的女性形象研究.doc

本科毕业论文（设计） （题目：利益方的玩偶——月份牌广告中的女性形象研究） 教务处制 20世纪20年代到20世纪40年代时期最为繁荣。月份牌广告起初是外国商人从本土带来，为打开中国大门，销售商品而作为赠品赠送给消费者的。当时中国的百姓都对本土文化较为感兴趣，月份牌承载的图画都是国外的风景、宗教人物、历史人物，中国人对这种风格的绘画不能理解。外国商人为进一步宣传商品，得到中国人的认可，于是入乡随俗，开始月份牌的本土化。本土化后的月份牌广告，美女在画面中占绝大多数的版面，画面大多与商品无关，月份牌广告画在发展的过程中，从技法、画面、内容不断地改变，都反映着女性的社会地位的变化。月份牌广告画在发展中有很多制约元素，女性在广告画里展现出来的形象，是有无形的手在掌控着，而这个掌控者就是完全为自己的利益在着想，也就是想要在中国促销商品的外国商人。这些外国商人掌握了大量的资本，而且为了满足中国百姓的审美，尤其是男性的审美情趣，就决定了月份牌广告画的女性形象。 关键词：月份牌；女性形象；利益；玩偶 The image of women in the month of Billboards - stakeholders doll Abstract Month of Billboards originated in the late Qing Dynasty, the most prosperous in the 1920s to the 1940s period. Month of Billboards is initially foreign businessmen from local, to open the door to China, sales of goods as a gift presented to consumers. At that time, Chinese people are more interested in the local culture, the month card bearing the picture are foreign scenery, religious figures, historical figures, the Chinese paintings of this style can not understand. Foreign businessmen in order to further advertise their products, recognized by the Chinese people, so do as the Romans, the localization of the start month license. Month after the localization of Billboards, beauty in the vast majority of the screen layout, the picture is mostly nothing to do with the goods, calendar posters in the development process, from the techniques, the screen content constantly changing, reflecting the social status of women of the variation. Calendar posters in the development of many constraints elements, the unfolded the image of women in the posters, invisible hand control, and this control is completely in the sake of their own interests, that is, you want to promotion in China commodities, foreign businessmen. These foreign businessmen have a lot of capital, but decided in order to meet the aesthetic of the Chinese people,Especially male aesthetic taste，the image of women calendar posters. Key words: Calenda；The image of women；Interest；Doll  目 录 一、绪