摘要
本文以中央工艺美术学院(现清华大学美术学院)装潢设计系(现视觉传达系)和北京工艺美术学校为案例,追溯其历史、教员与专业设置等情况,以期以商业美术专业设置的历史为研究对象,探讨其与设计教育史、广告教育史之间的关系。本文基于对我国广告教育史源头的重新追溯,在一定程度上推翻了“1983年厦门大学率先设立广告教育”的广告史叙述,提出20世纪50年代中央工艺美术学院的商业美术专业才是中国广告教育的源头。中央工艺美院的商业美术专业是我国广告教育的一种制度创新,不同于厦门大学广告专业以模仿西方教育为主,它以中国国情为基础,以服务新中国对内、对外贸易为目标,发展出一条适合我国特定历史阶段基本国情的教学道路,也成为改革开放后我国引入西方设计和广告传播理念的重要基础。
This article takes the Central Academy of Arts and Crafts(Tsinghua University Academy of Fine Arts)and the Department of Decoration Design(the Visual Communication Department)and Beijing Arts and Crafts School as examples to trace their history,faculty,and professional settings,to take the history of commercial art professional settings as examples.The research explores the relationship between it and the history of design education and advertising education.Based on the re-tracing of the history of advertising education in our country,this article overturns to a certain extent the advertising history narrative that"Xiamen University took the lead in establishing advertising education in 1983",and proposes that the commercial art major of the Central Academy of Art and Design in the 1950s was the source of Chinese advertising education.The commercial art major of the Central Academy of Arts and Crafts is an institutional innovation of advertising education in our country.It is different from the advertising major of Xiamen University which mainly imitates Western education.It is based on China's national conditions and aims to serve the internal and foreign trade of New China.The development of a teaching path that suits the basic national conditions of our country in a specific historical period has also become an important basis for our country to introduce Western design and advertising communication concepts after the reform and opening up.
出处
《服装设计师》
2021年第10期62-68,共7页
Fashion China
基金
北京市社科基金重大项目《北京广告70年》,立项号17ZDA24的阶段性成果。
关键词
中央工艺美术学院
商业美术
设计教育
广告教育
设计史
Central Academy of Arts and Crafts
Commercial Art
Design Education
Advertising Education
Design History
作者简介
张晓琳:北京大学现代广告研究所研究助理。研究领域:艺术史、艺术学理论、视觉文化研究、广告史。
