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四-八十年代中国社会经历了翻天覆地的变化,自建国至改革开放是我国逐渐走向世界、走向强盛的发展过程。中国美术字的变化孕育在整个时代变迁的环境之中,必然受到时代的影响,美术字成为了一种社会变化的记录,反映了当时的时代特征。回顾四-八十年代所盛行的美术字,将其置入多种社会综合因素交叉的历史环境中,探究美术字从建国到八十年代改革转型的变化,反映出不同时代背景下的社会变化及商业文化演变内在动因与具体特征。商标是商品经济的产物,它的表现形式可以侧面凸显不同时代的特征,当代中国经济大体经过了计划经济到市场经济两个阶段,不同的经济体制,也具有着各具特色的商标景观。具体通过结合不同时期特定的社会背景对盛行商业美术字标志的表现形式进行浅析,从社会政治环境、经济发展状况、文化心理等方面来揭示它们之间千丝万缕的联系。
During the 1980s and the 1980s, Chinese society has undergone tremendous changes. From the founding of the People’s Republic of China to the reform and opening up, China’s gradual development toward the world and its development toward prosperity has taken shape. The change of the Chinese artistic characters has bred in the vicissitudes of the times and is inevitably affected by the times. The artistic characters have become a kind of social change record, reflecting the characteristics of the times. Looking back on the artistic characters prevailing in the 1940s and 1980s and putting them into the historical environment where various social factors are integrated, this paper examines the changes of the artistic characters from the founding of the People’s Republic to the reform and transformation in the 1980s, reflecting the social changes and commercial The Internal Motivation and Specific Characteristics of Cultural Evolution. Trademark is the product of commodity economy. Its form of expression can highlight the characteristics of different times. The contemporary Chinese economy has basically gone through two phases of planned economy and market economy. Different economic systems also have distinctive trademark landscape. This article analyzes the manifestation of the commercial symbolism of commercial arts by combining specific social background in different periods and reveals the inextricable links between them in terms of social and political environment, economic development and cultural psychology.