全球化语境下的月份牌研究与知识图谱探析  

Research on Calendar Poster and Knowledge Patterns in the Globalization Contexts

作　　者：杜艳艳 Du Yanyan

机构地区：[1]浙江工业大学人文学院广告学系

出　　处：《广告大观（理论版）》2020年第2期83-91,共9页Journal of Advertising Study

基　　金：国家社会科学基金项目“中国近代广告史史料整理与研究(1840-1949)”(15CXW004)研究成果之一。

摘　　要：月份牌作为上世纪商业广告与大众艺术的产物,以其独特的魅力成为中外品牌在中国的代言人,将西方现代化的生活方式在中国本土文化暗度陈仓,成为民国时期老百姓的墙上物,并随着华人的足迹与人际传播引起了国内外学者的关注。本文对美国、韩国和中国学者有关月份牌的文献进行再研究,反思全球化语境下各国学者的理论方法和视野路径有何不同,以期抛砖引玉,为后来者提供一些思考和方法论的借鉴。As a product of commercial and popular art in the 20 century, calendar poster had become a spokesperson of Chinese and foreign brands in China with its unique charm. It had secretly modernized western lifestyles in Chinese native culture, and became a wall decoration in Republic of China. With the international and interpersonal communication of Chinese, calendar poster has already attracted the attention of scholars. This article re-examines the literature research on the calendar poster of American, Korean, and Chinese scholars, and reflects on the differences between the theoretical methods and vision paths of scholars from various countries in the context of globalization. Hoping this will provide some ideas and methodological references for others.

关 键 词：月份牌 图像学 互动 

分 类 号：K107[历史地理—历史学] F713.8[历史地理—世界史]