摘要
以民国时期烟草包装为研究对象,基于民国时期烟草企业所处的社会历史语境,探讨烟草包装设计逻辑的演变,并解析民国烟草包装设计多元化的成因。民国时期烟草包装设计的多元化特征,源于政治变革引发的思想变革与文化革新。在异质文化冲击下,民国时期本土的烟草包装设计呈现出显著的涵化现象。同时,风起云涌的国货运动迫使洋商转而采取在地化设计策略,以缩小文化差异,增强品牌认同。社会的急剧变化、中西文化的融合,使得民国时期的烟草包装设计呈现出传统与现代交融、理性与创新并存的时代特征。
Focusing on tobacco packaging during the Republic of China period,the evolution of tobacco packaging design logic within the broader socio-historical context of that period was examined,and the diverse factors that shaped the tobacco packaging design during the Republica of China period were analyzed.The multiplicity of designs stemmed primarily from political transformation that triggered ideological shifts and cultural innovations.Under the influence of heterogeneous cultures,domestic tobacco packaging exhibited clear signs of acculturation.Meanwhile,spurred by patriotism,the National Products Movement prompted foreign firms to adopt localized design strategies,seeking resonance with indigenous culture.Consequently,the tobacco packaging presented a pluralistic imagery blending tradition with modernity and rationality with innovation during the Republic of China period.
作者
朱和平
周倩
ZHU Heping;ZHOU Qian(School of Packaging Design and Art,Hunan University of Technology,Zhuzhou Hunan 412007,China)
出处
《包装学报》
2025年第6期1-8,共8页
Packaging Journal
基金
国家社科基金艺术学重点项目(2019AG02132)。
关键词
民国时期
烟草包装
设计语境
设计逻辑
社会镜像
Republic of China period
tobacco packaging
design context
design logic
social mirroring
