| In the development of New China’s sports, as an important cultural propaganda choice and artistic expression, the sports picture poster propels China’s sports promotion, sports items popularization and sports culture(in narrow sense) spreading. With the continuous development of human science and technology, especially as the radio, television, Internet and others representative communication technology are widely applied, on the one hand, in the previous period a special role played by the sports posters is in a certain extent weakened. On the other hand, the application and popularization of new technology also greatly enriches the contents and expression forms of sports posters, furthermore while the human life and thought is changed by new technology, sports posters also presents a more complex symbolic meaning than the previous, which is decided by the symbol of sports posters characteristic. Therefore, under the historical background and social factors, sports picture posters with its characteristic expression form by concrete or abstract way, from a unique view shows the history of sports development in New China since the founding of the People’s Republic of China. Hence, also, since the founding of nation, sports posters of different historical periods can provide wealth information for the contemporary research of sports history and sports social science field’s.People can always find the path to the future in historical reviewing, and feel the heart become clear as Kant feels surprise and fear by moral law when he stared the sky. This is the goal to reach in this paper at the beginning. On this foundation, the paper based on a large collection, combs and analyses the theme of the sports posters after 1949. According to the result, the China’s sports posters development history is divided into four periods: the first period is the initial stage of New China(1949 to 1965)- the embryonic stage of China’s sports posters development; the second period is the Cultural Revolution(1966 to 1976)- undulating development stage of China’s sports posters; the third period is the period of reform and opening up(1977 to 2000)- the traditional pattern to modern transition stage of China’s sports posters; the fourth period is from Beijing’s successful Olympic bid up to now(since 2001)- a rapid development stage of China’s sports posters. And the conclusion is drawn as follow:1. In the initial stage of New China, sports posters used unified slogan, eye-catching mark, calling people to exercise and strive to build the motherland, and using improving labor productivity as the core. The expression form is single but very Chinese characteristics.2. During the cultural revolution, affecting by wrong policy the sports activities development had ceased, which made the sports posters suppressing instead of booming developing, and lowed the circulation and printed amount at a historical stage.3. With the spring breeze of reforming and opening arriving, the development of sports posters has received ‘a new life’, for absorbing foreign advanced ideas and thoughts and advancing the expression form trending diversified development.4. In 2001, as a successful Olympic bidder, China had shown the world the strength of Chinese sports. In a variety of world-class competition, Chinese have achieved great results. With the rapid development of sports, the posters, has also been in a new development model. The vivid computer images, hundreds of the media, the deluge of commercial advertising, all make sports posters stride forward towards the new direction. |
PDF Full Text Request