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民国时期,我国民族工商业面对外来资本和商品的挤压生存艰难。一方面为了满足国民渴望国家崛起、摆脱屈辱的民族意识和寻求文化身份的心理诉求;另一方面,也要积极适应新的社会风尚,使这一时期的国货商标在题材的选取上呈现出鲜明的时代特征。本文以民国时期申新纺织公司的商标设计为例,对其题材选择的角度、背景、内容进行梳理、分析。
During the period of Republic of China, the national industry and commerce of our country faced difficulties in squeezing foreign capital and commodities. On the one hand, in order to satisfy the national desire for the rise of the nation, to get rid of the national consciousness of humiliation and to seek the psychological appeal of cultural identity, on the other hand, it is necessary to actively adapt to the new social customs so that the domestic and foreign trademarks in this period will be distinctive The characteristics of the times. Taking the trademark design of Shenxin Textile Company as an example, this article combs and analyzes the angle, background and content of its subject matter selection.