探析二十世纪初我国商标设计中的女性形象特征  

ANALYSIS OF THE FEMININE FEATURES IN THE DESIGN OF CHINESE TRADEMARKS IN THE EARLY 20TH CENTURY

作　　者：时倩颖 王小妍[1] Shi Qianying;Wang Xiaoyan

机构地区：[1]河海大学机电工程学院,江苏常州213022

出　　处：《工业设计》2020年第12期81-84,共4页Industrial Design

基　　金：教育部人文社会科学研究规划基金项目(项目编号:20YJA760082);江苏省高校哲学社会科学研究重大项目(项目编号:2019SJZDA127);江苏省研究生科研与实践创新计划项目(省创新编号:SJCX20_0196,中央业务费编号:B200203226)。

摘　　要：为获得二十世纪初我国商标设计中女性形象的特征表现规律,本文从发饰、妆容、服饰、姿态四个方面对商标设计中的女性形象特征进行分析,归纳出女性形象特征背后的意义。最终得出,二十世纪初我国商标设计中的女性形象特征在一定程度上反映了女性自我意识的萌发,以及消费语境下对女性自身的审美推动,其总体上呈现出从阴柔古典的传统女性形象到时尚自信的现代女性形象转变,进而揭示时代变革下设计师对消费群体的审美满足和超前设计实践的一般规律。In order to obtain the design characteristics of female images in trademark design in my country in the early of the 20th century,this article analyzes the female image characteristics in trademark design from four aspects:hair accessories,makeup,clothing,and posture,and summarizes the meaning behind the female image characteristics.In the end,it is concluded that the design characteristics of female images in Chinese trademarks in the early twentieth century reflected the emergence of women's self-consciousness to a certain extent,and the promotion of women's own aesthetics in the context of consumption,which generally presents a traditional feminine classic The transformation of female images to fashionable and confident modern female images reveals the designer's aesthetic satisfaction with consumer groups and the general laws of advanced design practice under the changing times.

关 键 词：二十世纪初 商标设计 女性形象 特征分析 

分 类 号：J524[艺术—艺术设计]