“济南刘家功夫针铺”广告印刷铜版设计特征及文化意蕴探究  

Analysis of Design Features and Cultural Implications on Printing Copperplate of Advertisement for “Jinan Liu Kung Fu Needle Shop”

作　　者：张曼华[1] 

机构地区：[1]南华大学设计艺术学院,湖南衡阳421001

出　　处：《南华大学学报（社会科学版）》2017年第3期115-118,共4页Journal of University of South China(Social Science Edition)

基　　金：南华大学哲学社会科学基金项目"宋代印刷广告设计特征研究"资助(编号:2016XYB12)

摘　　要：随着社会经济和技术条件的发展,宋代出现了铜版印刷,济南刘家功夫针铺广告印刷铜版便是世界上已知的最早印刷广告实物。针铺广告印刷铜版采用白兔捣药图形,文案翔实而简明,整个版面图文并茂。同时,针铺广告印刷铜版还蕴含着嫦娥奔月的神话传说和铁杵磨针的寓言故事,折射出那个时代人们的思想意识和价值观念。With the development of social economy and technological conditions,copperplate printing occured in Song Dynasty. Copperplate printing of advertisement for Jinan Liu Kung Fu Needle Shop is the earliest known advertising entity in the world. It adopts the picture of a white rabbit pounding medicine with concrete and concise words.Meanw-hile, it also contains the myth of Goddess Chang’e flying to the moon and the fable of grinding an piece of iron into a needle, w,hich reflects people’s ideologies and values of that age.

关 键 词：济南刘家功夫针铺 印刷铜版 印刷广告 白兔捣药 嫦娥奔月 铁杵磨针 

分 类 号：J524.3[艺术—艺术设计]