| 摘要: |
| 目的 研究民国时期传播最广泛的月份牌在产品的文化包装方面的独特做法，探寻适合当代社会的产品设计思路。 方法 对月份牌的作用、内容、分类进行阐释，并以其中总量最大的烟草商品为例进行样本分析，得出月份牌在商业传播和形象包装方面的独特之处。 结论 民国时期的企业利用月份牌画作为载体，成功地对产品的形象进行了文化软包装，展现了独特的文化气质。这种商业和文化有机结合的方式，值得借鉴和思考。 |
| 关键词: 民国 月份牌 文化包装 策略 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
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| Cultural Packagi ng Strategy of Product in the Calendar of the Republic of China |
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YANG Dong-run
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Jiangsu University, Zhenjiang 212013, China
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| Abstract: |
| It researches the unique practice of product cultural packaging in the calendar of the Republic of China, to explore the product design ideas for contemporary society. The function, content and classification are explained. A sample of largest tobacco products is analyzed, the unique approach of calendar in commercial communication and image packaging is obtained. Enterprises in the Republic of China using calendar as a carrier successfully shapes the product image with the cultural soft packaging, displays a unique cultural temperament. This combination of business and culture, we can learn and think. |
| Key words: the Republic of China calendar cultural packaging strategy |
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