商业美术视域下的月份牌设计衰败问题研究
摘 要：本文通过对月份牌发展过程中的经济政治时局的追溯，对“为什么演变后的新年画不再将月历印于画面之上？为什么不再用“月份牌”这样的称谓；月份牌曾经作为广告画中最受欢迎的一种，为什么计划经济中的广告画没有一点月份牌的痕迹？”这三个问题进行探究，力图找出月份牌衰落的客观原因——月份牌的衰败不仅仅是由于新年画的替代。
关键词：月份牌；广告画；商业美术；衰败
中图分类号：J524 文献标识码：A
文章编码：1672-7053(2018)10-0083-02
Abstract：This article traces back to the economic and political situation in the development of the month card and explains why the new year painting after the evolution no longer prints the month calendar on the picture. Why don't you use the term " month card" anymore; the month card was once one of the most popular advertising pictures. Why does the advertising picture in the planned economy have no trace of the month card? " These three questions are explored in an attempt to find out the objective reason for the decline of the month card - the decline of the month card is not only due to the replacement of the New Year painting.
Key Words：Yuefenpai; Advertising; Painting; Commercial art; Decline
