CAJ | 학술논문

民俗文化作为传统文化的重要组成部分,不仅是广告作品最常见的表达内容,同时也对广告题材、广告技巧以及其中的广告元素产生着重要影响。在民国时期都市民俗文化发展的背景下,民俗文化对月份牌广告的影响表现在绘画题材、绘画形式、绘画技巧、人物形象等诸多方面。
민속문화작위전통문화적중요조성부분,불부시엄고작품최상견적표체내용,동시야대엄고제재、엄고기교이급기중적엄고원소산생착중요영향。재민국시기도시민속문화발전적배경하,민속문화대월빈패엄고적영향표현재회화제재、회화형식、회화기교、인물형상등제다방면。
The folk-custom culture is one of the traditional culture, it is not only the expression of advertisement works, but also influence to the advertisement theme, the technical of advertisement and the advertisement elements a lot. Under the urban folk-custom development during the Republic of China period, the folk-custom culture effec- ted the calendar advertisement, which displayed on the painting theme, painting form, painting skill, character im- age and the other aspects.