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月份牌作为海派文化的重要部分,是随着上海成为通商口岸,西方商贸进驻之后的产物,月份牌以吸睛的内容、新颖的形式成为其时最主要、最畅销的广告形式。本文将聚焦于月份牌制作技艺,并以周慕桥、郑曼陀、杭穉英三位画家的艺术实践作为论证材料,以展现月份牌的制作技艺与艺术实践间的制约关系。
As an important part of Shanghai’s culture, the monthly card is the product of Shanghai’s establishment as a trading port and western commerce presence. The monthly license plate attracts people’s attention. The novel form has become the most important and best-selling advertising form for the time being. This article will focus on the production techniques of the month cards and uses the artistic practices of the three painters Zhou Muqiao, Zheng Man Tuo and Hang Huan-ying as the argument materials to demonstrate the restrictive relationship between the production techniques and the artistic practices of the lunar cards.