| Chinese characters are one of the oldest characters in the world,which have become more and more concise,rigorous,and standardized in font structure through the evolution of ages.As a symbol of our national culture,distinctive decorative artistic calligraphy which has experienced variants of structures and strokes have emerged in the era of the reunification of ancient and modern times and the integration of Chinese and Western in the period of the Republic of China.The development of artistic calligraphy in this period was affected by not only foreign ideas and culture,the rapid development of national industry and commodity economy,the development of publishing and printing industry,but also the rise of aesthetic education,the development of art education,participation of educators and well-known artistic calligraphy designers.The design of artistic calligraphy in this period shed light on both feature and spirit of that time.Taking artistic calligraphy in the cigarette advertisements of Central Daily News as the research object,this paper carried out a detailed classification according to the different font structure features and decorative forms of the artistic calligraphy.The number of artistic characters used in cigarette advertisements from 1928 to 1937 was statistically analyzed.Detailed statistics of the annually application number of each category of artistic calligraphy was conducted to analyze its change during that decade.The innovative ways of artistic calligraphy and the time features of the stroke variants in the period of the Republic of China was explored by analyzing the font structure and stroke variants of artistic calligraphy.The format arrangement of artistic calligraphy in the AD space is analyzed through the application of artistic calligraphy.Things in common and differences of artistic calligraphy design in the Republic of China were analyzed through the case analysis of individual brands in cigarette advertisements and comparison with the artistic calligraphy in other carriers.After the visual analysis and application research on the artistic calligraphy in cigarette advertisements of the Central Daily News in the Republic of China,the author carried out the practice of font design in Xie Fuchun's brand advertisements.In the advertisement content,the text was the main visual,integrating the ancient poetry and illustrations to describe the product.The font design inherited the innovative ways and time features of the artistic calligraphy in the cigarette advertisements of Central Daily News,thus bringing a deep cultural connotation and a unique visual image to Xie Fuchun's brand advertisements.The present research and practice are expected to provide some reference for modern advertising font design and any addenda for its further development. |
PDF Full Text Request