20世纪80年代《中国广告报》中的美术字设计研究  

The Research on the Design of Graphic Character in “China Advertising News”in the 1980s

作　　者：李成龙 

机构地区：[1]北京印刷学院设计艺术学院,北京

出　　处：《Design（汉斯）》2023年第4期4035-4043,共9页设计（汉斯）

摘　　要：20世纪80年代是中国广告行业恢复发展的时期,报纸作为当时流行的大众传媒发挥了重要的作用。80年代的字体设计既有吸收过去经验的部分,又有借鉴西方现代设计的部分,同时受到了时代的巨大影响,呈现出独具时代特色的样貌。80年代中国现代平面设计处于刚刚起步的状态,报纸广告中的美术字造型能够体现当时的设计面貌和国民审美。笔者试图通过对《中国广告报》中美术字的造型、笔划形态变化、视觉表现及分类等的研究,找到80年代美术字的设计规律和特点,探析时代语境下中国平面设计的发展状况以及对当今平面设计的启示。本研究尝试理清80年代中国字体设计的发展脉络,为进一步研究美术字提供理论依据。In the 1980s, China’s advertising industry recovered and developed. Newspapers played an important role as a popular mass media at that time. The font design in the 1980s not only absorbed the past experience, but also drew lessons from the western modern design. At the same time, it was greatly influenced by the times and presented a unique appearance of the times. In the 1980s, China’s modern graphic design was in its infancy. The art word modeling in newspaper advertisements can reflect the design appearance and national aesthetics at that time. The author tries to find the design rules and characteristics of the art words in the 1980s through the study of the shape, stroke shape change, visual expression and classification of the art words in the “China Advertising News”, and to explore the development of Chinese graphic design in the context of the times and the enlightenment to today’s graphic design. This study attempts to clarify the development of Chinese font design in the 1980s, and provide a theoretical basis for further research on fine art characters.

关 键 词：80年代 美术字 报纸广告 字体设计 

分 类 号：J29[艺术—美术]