天津《商报》广告的视觉呈现(1928—1937)  

Tianjin Commercial Newspaper's Visual Display of Advertisements (1928-1937)

作　　者：魏文頔 WEI Wendi(School of History and Culture,Tianjin Normal University,Tianjin,300387,China)

机构地区：[1]天津师范大学历史文化学院,天津300387

出　　处：《文化创新比较研究》2025年第3期49-54,共6页Comparative Study of Cultural Innovation

基　　金：天津师范大学研究生科研创新项目“20世纪二三十年代天津《商报》广告与城市生活研究”(项目编号:2024KYCX094Y)。

摘　　要：天津《商报》作为近代天津“四大报纸”之一,其广告内容植根于城市生活之中,在视觉表征下,通过图像和文字结合,记录了时代之光影,多维、具象地呈现了20世纪二三十年代天津的城市生活图景。其广告中的绘画与摄影两种形式的运用相得益彰,既包括西方透视绘画技巧,又汲取了中国水墨画的写意之长,在绘画中写意抒情,在摄影中写实记录,注重美感与艺术性的呈现。天津《商报》广告采用中西结合的字体设计,在传承之中与时俱进,从而形成了中华优秀传统文化元素与西方文化元素的交融,体现出兼具中国传统与时代风尚的特征和中西交融的审美视角。As one of the four major newspapers in modern Tianjin,Tianjin Commercial Newspaper's advertising content is rooted in urban life.Through visual representation and the combination of images and text,it records the light and shadow of the times,presenting the urban life scene of Tianjin in the 1920s and 1930s in a multidimensional and concrete way.The use of painting and photography in its advertisements complement each other,incorporating both Western perspective painting techniques and the freehand style of Chinese ink painting.In painting,freehand emotions are expressed,while in photography,realistic records are recorded,emphasizing the presentation of beauty and artistry.The advertisement of Tianjin Commercial Newspaper adopts a combination of Chinese and Western font design,keeping pace with the times while inheriting,thus forming a fusion of excellent traditional Chinese cultural elements and Western elements,reflecting the characteristics of both Chinese tradition and contemporary trends,as well as the aesthetic perspective of the integration of Chinese and Western elements.

关 键 词：天津《商报》 生活广告 广告图像 视觉呈现 城市生活 中西融合 

分 类 号：G206[文化科学—传播学]