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月份牌 yuèfènpái， 卡片式的单页年历，方言指日历。 清代末年和民国初年以后，上海原有的小校场木版年画已逐渐被新崛起的“月份牌”画所取代，嬗变出上海年画史上一个新的历史时期。“月份牌”画成为中国年画史上异军突起的一个新品种。
“月份牌”画的诞生，源于西方列强的强权政治。1843年，上海被迫辟为国际通商口岸，然开埠结果，却迅速推进了上海城市的近代化。所谓“月份牌”画，就是此时欧美资本大量输入上海，许多外国资本家纷纷在上海开厂设店，倾销商品进行广告宣传的产物。其形式是借鉴和运用了在中国最有群众性的民间年画中配有月历节气的“历画”样式，融入商品广告。最初，外国厂商聘请中国画师设计的“月份牌”画，画面除了商品宣传外，表现的大都是中国传统题材的形象，或中国传统山水，或仕女人物、或戏曲故事场面等。后来则发展为画面以表现时装美女为主要形象。艺术手法上初以中国传统工笔淡彩或重彩作表现，后来发展为以西洋擦笔水彩细腻的写实手法作表现，色彩明净鲜丽，并且大都用技术更为先进的铜板纸以胶版彩色精印，上下两端还镶有铜边，上端铜边居中穿孔，可以张挂，随出售商品免费赠送顾客，广受欢迎。人们获得这种配有月历节气的商品宣传画后，整年张挂在家里，既可装饰欣赏，又可查阅日期节气，人们习惯地称它为“月份牌”。这种“月份牌”在每年春节（新年）前更是大量发行赠送顾客，人们都把它作为年画来欣赏。

The calendar card yu è f è np á i is a card style single page calendar, referring to the calendar in dialects. After the end of the Qing Dynasty and the early years of the Republic of China, the original woodblock New Year paintings of Xiaoxiaochang in Shanghai have gradually been replaced by the newly emerging “calendar card” paintings, creating a new historical period in the history of Shanghai New Year paintings. The “calendar card” painting has become a new variety that emerged in the history of Chinese New Year paintings.
The birth of the “calendar card” painting originated from the power politics of Western powers. In 1843, Shanghai was forced to become an international trading port, but the opening of the port quickly promoted the modernization of the city. The so-called “calendar card” painting refers to the product of a large amount of European and American capital entering Shanghai at this time, and many foreign capitalists opening factories and stores in Shanghai, dumping goods for advertising and promotion. Its form draws on and utilizes the “calendar painting” style with monthly and solar terms from the most popular folk New Year paintings in China, and incorporates it into product advertisements. Initially, foreign manufacturers hired Chinese artists to design “lunar calendar” paintings, which, in addition to product promotion, mostly portrayed images of traditional Chinese themes, such as Chinese landscapes, beautiful women, or scenes from traditional Chinese opera stories. Later, it developed into a visual representation of fashion beauties as the main image. In terms of artistic techniques, it was initially expressed in light or heavy colors using traditional Chinese meticulous brushwork, but later developed into a realistic technique using delicate Western watercolor brushstrokes. The colors are bright, clean, and vivid, and most of them are printed on more advanced copper plate paper with color offset printing. The upper and lower ends are also inlaid with copper edges, and the upper copper edge is perforated in the center, which can be hung up. The products are sold as free gifts to customers and are widely popular. After obtaining this kind of product promotional picture with a lunar calendar and solar terms, people hang it at home all year round, which can be decorated and appreciated, and can also check the dates and solar terms. People habitually refer to it as a “calendar card”. This type of “calendar card” is widely distributed and given to customers before the Spring Festival (New Year) every year, and people appreciate it as a New Year painting.

Antique古董 Art艺术 180P 老月份牌 (宋家麟编)

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可点 ➠ 2024年-02月-19日 ➠ 9 s ➠ ♥ 0