明代古籍牌记广告的形成与设计特点研究  

Research on the Colophon Advertisements of Chinese Ancient Books in Ming Dynasty

作　　者：郭振山[1] 魏新元 Guo Zhenshan;Wei Xinyuan(School of Architecture&Art Design of Hebei University of Technology,Tianjin 300130,China)

机构地区：[1]河北工业大学建筑与艺术设计学院,天津300130

出　　处：《艺术与设计（理论版）》2020年第10期48-50,共3页Art and Design

摘　　要：牌记是中国古代版刻书籍中普遍采用的记载书籍刊刻者姓名堂号、时间地点及刻板信息的一种独特的书籍印标。它一方面承担着信息记录的功能,另一方面也是刊刻书商的独特标识。各个书坊为了吸引读者,传播形象,大多都对牌记进行了精心的设计。而到了明代,商业性出版事业的繁盛使得牌记的形式越发多样,内容越发丰富,最终形成了其鲜明的设计风格和广告特色。Colophon of ancient books is a mark commonly seen in ancient Chinese printed Books,which includes the name of the maker,place,time and version information.In the one hand,it has a function of recorded information.In the other hand,it is also a unique mark for ancient booksellers.They,in order to attract readers and to improve economic returns,designed colophon mark carefully,so as to achieve the effect of advertising and commodity promotion.And in Ming Dynasty,The prosperity of commercial publishing cause makes the form and content of brand notes more and more diverse,and finally becomes its distinctive design style and advertising characteristics.

关 键 词：古籍牌记 明代 广告设计 

分 类 号：G23[文化科学] J524.3[艺术—艺术设计]