| 摘要: |
| 从老上海月份牌的发展历程入手，研究了它的起源和3 个主要发展阶段，论述了老上海月份牌广告画的几大艺术特征。结合海派文创产品研发的现状与趋势，从创意层次、知识产权保护和创意人才结构等方面探讨了当下海派文创产品所遭遇的瓶颈问题。在此基础上，总结了老上海月份牌广告画对海派文创产品研发领域所带来的启示，并提出了一些合理性建议。 |
| 关键词: 月份牌广告画 海派文创产品 地域性 |
| DOI： |
| 分类号:J524.1 |
| 基金项目:上海市教育委员会和上海市教育发展基金会“晨光计划”（12CGB10） |
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| Advertising Calender Posters of Old Shanghai and Shanghai-Style Creative Products |
|
GAO Qin-yan1, HUANG Guang-hui2
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1.Shanghai Publishing and Printing College，Shanghai 200093，China;2.Macau University of Science and Technology，Macau 999078，China
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| Abstract: |
| Starting from the developing history of advertising calender posters of old Shanghai，it discussed the origin and three main development stages of them.Combined with the research of the current status and trends of Shanghai-style creative products development，it studied the bottleneck problem of it in terms of creative level，intellectual property protection and creative talent structure.On this basis，it summarized the enlightenment that advertising calender posters bring to the area of Shanghai-style creative products and put forward some reasonable proposals. |
| Key words: advertising calender posters Shanghai-style creative products regional |
