观看的五重关系与设计的三种逻辑——以武汉美术馆藏老橱窗照片(1949~1979)为线索的设计批评考辨  

Five Relations of Viewing and Three Kinds of Logics of Design:A textual criticism on design literature based on the old shop window photos of Wuhan Art Museum Collection(1949~1979)

作　　者：芦影[1] Lu Ying

机构地区：[1]中国传媒大学广告学院

出　　处：《艺术设计研究》2020年第2期52-60,共9页Art & Design Research

基　　金：国家社科基金艺术学项目“中国设计批评思想史研究(1919~2019)”(项目编号:19BG117)的阶段性研究成果。

摘　　要：本文以武汉美术馆收藏的老橱窗照片及相关主题展“为工农兵服务”为研究线索,从广告和设计的角度针对新中国在社会主义建设和计划经济时期的橱窗形式及内容进行考察,以图像分析和文献史料为依据,对橱窗设计以“四性一格”为原则,将商品宣传和图像政治相结合的复杂性做出思想辨析,尝试梳理出设计主体和观看主体对橱窗广告及图像话语进行历史解读时形成的五重关系。Based on the photos of the old shop window collected by Wuhan Art Museum and the related theme exhibition"Serving Workers,Peasants and Soldiers",this paper studies the shop window forms and contents of new China in the period of socialist construction and planned economy from the perspective of advertisement and design.Through the textual criticism on historical design literature and analysis of images,this paper discriminates the complexity of shop window design with the principle of"Four Characteristics and One Style"involving the combination of commodity publicity and image politics,and attempts to sort out the five relationships between the design subject and the viewing subject in the historical interpretation of shop window advertisements and image discourses.

关 键 词：橱窗广告 观看 1949~1979 设计批评 为工农兵服务 “四性一格” 

分 类 号：J18[艺术—艺术理论]