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随着中国国家形象在国际上得到认可并逐渐提升,中国的发展万众瞩目。作为逐渐崛起的经济强国,中国将大城市展现在世人眼中——上海、北京、广州、深圳、重庆、武汉……其中,上海作为较早开埠的通商口岸,现在已然成为东亚乃至全球最重要的经济中心之一,并担当起了中国时尚之都。而南京西路,如同美国纽约的第五大道,被当地人誉为上海最昂贵的商业街。南京西路,也可谓是上海时尚圈的聚集地,这里的世界名牌不胜枚举。本文将通过文献研究、个案研究(对南京西路实地考察)、对比研究等方法,以橱窗广告为出发点,从传播学角度探讨研究上海市南京西路橱窗设计中的视觉传播特点,以及对上海市民时尚感潜移默化的影响、新式海派文化对上海女性甚至男性的时尚观念重塑。该研究对于上海在世界范围内的时尚传播影响力,以及中国其他城市的时尚传播都具有理论借鉴的意义。
With the recognition of China’s national image in the world and its gradual improvement, the development of China has drawn much attention. As a rising economic powerhouse, China shows the big cities to the world - Shanghai, Beijing, Guangzhou, Shenzhen, Chongqing, Wuhan ... Among them, Shanghai, as the port of commerce opened earlier, has now become the most important in East Asia and the rest of the world One of the economic center, and assume the fashion capital of China. Nanjing West Road, like Fifth Avenue in New York, is the most expensive commercial street in Shanghai. Nanjing West Road, also can be described as the gathering place of Shanghai’s fashion circle, where the world famous brands are numerous. In this paper, through the literature research, case studies (on the Nanjing Road West fieldwork), comparative studies and other methods, with window advertisements as the starting point, from the perspective of communication study of Shanghai Nanjing West Road window design visual communication characteristics, as well as Shanghai The subtle influence of the fashion sense of the public, the remodeling of the Shanghai fashion concept and the male fashion concept of the new Shanghai style culture. The research has theoretical significance for the influence of Shanghai’s fashion communication in the world as well as the fashion communication in other cities in China.