“荣昌祥”广告公司在民国时期的历史贡献  

The Historical Contributions of Rong Changxiang Advertising Agency in the Republic of China

作　　者：黄展[1] Huang Zhan

机构地区：[1]中国传媒大学南广学院

出　　处：《上海地方志》2016年第4期68-79,96,共13页Shanghai Chronicles

基　　金：2012年度上海大学校级项目“上海百年设计史系列研究--上海百年户外广告研究”(2012B03).

摘　　要：民国上海商业繁荣带动了广告行业的兴盛,很多广告公司(或公司广告部)专营户外类型的广告。“荣昌祥”是民国一家专营户外广告的公司,其规模最大、类型最全、设计水平最高,为当时户外广告设计、设计人员的培养乃至新中国广告行业的建立都做出了特殊的历史贡献。其“西化”的广告管理模式更将“作坊式”的生产带入了现代企业的运行中,对当时户外广告行业与城市的近代化的发展都产生了巨大影响。根据“荣昌祥”所体现的多样化的设计形式、设计思路、设计经营等构成等特征,研究荣昌祥广告公司自身的发展演变历程,剖析它对当时行业内外的影响与推动,从而探究其在民国这一时期的影响与贡献。In the era of the Republic of China,Shanghai's commercial prosperity promoted a boom of its advertising industry.Many advertising agencies(or advertising departments of companies)specialized in outdoor advertising.Rong Changxiang was a company specializing in outdoor advertising then.As the largest one with the greatest variety of products and the highest level of design,it made unique historical contributions to the outdoor advertising desigi and designer training back then and even the establishment of an advertising industry in People's Republic of China.Its“Western-style"advertising management model integrated“workshop"production into the operation of modern enterprises,which had tremendous impact on the outdoor advertising industry and the modernization of cities hack then.Based on Rong Changxiang's diversified design patterns,ideas,management,and other features,this article aims to look into the development and e-volution of the agency itself and analyze its influence and boosting effects inside and outside the industry to dig into its impacts and contributions in the era of the Republic of China.

关 键 词：“荣昌祥”广告公司 户外广告 演进 设计创新 社会价值 

分 类 号：K29[历史地理—历史学]