暗香浮动：20世纪80年代上海商业美术设计的自觉

摘要

A premise to the consciousness of commercial art design is that urban cultural consciousness, in the final analysis, is the designer's consciousness. The commercial art design of Shanghai that come out from the planned economy system had consciously been continuing to the consciousness of commercial design once owned by Shanghai in the 1980s with unfavorable economic and social conditions. This paper briefly expounds the consciously theory and reality basis of Shanghai commercial art design during this period, and mainly discusses the conscious of window display in business and brand image design. At the end of paper, we hope everyone with tolerance to view the shortage of Shanghai commercial art design while also clariifed the reason why it lacking consciousness.%商业美术设计自觉的前提是城市文化的自觉，归根到底是设计师的自觉。从计划经济体制中走出来的上海商业美术设计，在20世纪80年代并不有利的经济与社会环境中，自觉而能动地延续了上海曾经拥有的商业设计意识。在忠实于历史事实的基础上，文章简要阐述了这一时期上海商业美术设计“自觉”理论与现实依据，并重点论述了在商业橱窗展示与品牌形象设计等方面的“自觉”的体现。最后认为，处于这一历史阶段的上海商业美术设计也存在不足，在期望人们以宽容的态度看待这种不足的同时，还简要澄清了之所以不能“自觉”的缘由。