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“文革”时期,是我国一段特殊的历史时期。在此期间,商业性的广告被认为是资本主义的产物而被彻底禁止,然而,广告也并不是人们想象中的完全空白,政治宣传画就是广告的一大形式之一。目前学者对于“文革”时期的广告的研究,主要集中在工业设计、平面设计、工艺美术、对外贸易等领域,真正从广告史出发进行研究的几乎没有。可以说,对文革时期广告的研究还处于前期萌芽阶段,大多数的研究成果较为雷同,并未形成完整的体系和理论建构。虽说文革时期的广告形式单一,对当今的广告借鉴价值不大,不过,如果因此忽视这一时期的广告研究,必然会影响对中国广告史整体脉络地梳理,影响整个广告史框架的建立。
“Cultural Revolution ” period, is a special period of our history. During this period, commercial advertising was completely banned as a product of capitalism. However, advertising was not completely empty as people imagined. Political posters were one of the major forms of advertising. At present, the researches on advertisements during the “Cultural Revolution” are mainly concentrated in fields such as industrial design, graphic design, arts and crafts, foreign trade and so on. There are almost no studies that really start from the history of advertising. It can be said that the study of advertising during the Cultural Revolution is still in the early embryonic stage, most of the research results are more similar, did not form a complete system and theoretical construction. Although the form of advertising during the Cultural Revolution was single, it was of little value to contemporary advertisements. However, if we ignore the advertising research in this period, it will inevitably affect the overall context of Chinese advertising history and affect the establishment of the framework of advertising history.