移動的美術館：20世紀初中國的書籍裝幀設計與商業美術

Abstract

近代中國書籍裝幀設計的興起，除了和西方工業革命及中國民族經濟發展等有關外，其風格演變更與當時的考古發現和美術思潮等有著互為表裡，不可分割的關係。民初的書籍裝幀一般是指「封面設計」，而不包括書脊、書背或扉頁等其它部分。20世紀初的1910到1930年代，在市民階級成立的同時，大眾藝術終於綻放了異彩，那是可以製作書籍封面、海報、插畫、版畫等多數作品的印刷藝術，比繪畫更親近大眾生活的藝術，並滲透一般大眾的生活中，滿足人人追求藝術的渴望。因為旅遊的逐漸普遍，書籍、雜誌常常隨著人們攜帶出門而流通，封面上的設計作品也就宛如美術館動態般地巡迴展演，影響力常常是無遠弗屆。這些當時被稱作「二流藝術」，社會地位較低的作品，因為不受習慣與傳統拘束，可以各自追求獨特的表現，反而成為一種新興藝術而大獲人心。書籍裝幀設計的重要性，不論在現代藝術史、設計史或民智啟蒙的影響，都有著不可忽視的地位。

In the early twentieth century, rapid industrialization had changed the character of the major cities in China. When new business ventures, such as Commercial Press and the Kaiming Book Company, became successfully established as modern companies, a new category of professional artists, like graphic designers, was created. To carve and profit from a new market niche in the booming publishing industry, many designers seized the new popular trend of art, and were active in disseminating art and culture through the print media. Not only was the emergence of Chinese design tied to the industrial revolutionand the prevalent artistic trend in the West, like Art Deco, but also to the archeological finds then. Yet, the significance of the art of book cover design had been under-examined in the past.In this paper, I will scrutinize the trend of book cover design in the early Republican period, examine the characteristics of representative designers, such as Qian Juntao and Tao Yuanqing, at the time, and analyze their role and contribution in the modern Chinese art.