中村誠化妝品海報研究

百年老店資生堂（Shiseido）為世界性化妝保養領導品牌之ㄧ，1872年由一個小藥局崛起使之成為世界第一的化妝保養品牌目標邁進，其面臨日本明治維新西化與傳統的抉擇，亞洲出產國的背景其海報的演進與日本民族性、傳統文化的「雙重性」息息相關之外，中村誠在其中扮演了重要的角色，中村誠自1949年擔任資生堂擔任宣傳科科長，進而任廣告經理至退休，一生為資生堂化妝品公司所進行的產品海報設計中，面臨社會的變遷，在西化浪潮的日本他善用日本傳統文化符碼，以日本風格元素或融入西方元素進行作品言說的表述，把品牌的形象從商業角度推向一個藝術的境界，自五十年代至九十年代屢獲大獎，1980年獲華沙國際海報雙年展金獎和特別獎，受評審展展覽的邀請更是其海報設計的一個新境界，為日本著名的海報設計師，現今資生堂化妝品能成為世界性的領導品牌之ㄧ，中村誠傑出的扮演階段性功勞，今日我們談文化創意產業，其善用產品與傳統文化的設計手法，具參考價值，本研究搜羅資生堂公司早期與中村誠時代的海報作品與當代的世界設計思潮、時尚背景進行解析，試圖提供對時尚品牌如何運用文化符碼、世界設計潮流中村誠如何建構自己時代性意義的文化性、藝術性的創作，以供對此領域有興趣者參考。

關鍵字

資生堂；中村誠；浮世繪；大首繪

並列摘要

Shiseido, the world's leading cosmetic brand has been in business for over a century. It started out as a small-scale pharmacy and endeavored to become the world's No. 1 cosmetic brand since its establishment. During Japan's Meiji Restoration, Japan had to make a choice between westernization and tradition. As a productive nation in Asia, poster development was not only closely related to the 'duality' of Japan's ethnicity and traditional cultures, Makoto Nakamura also played a vital role through it all. From serving as the director in the advertising division of Shiseido in 1949, becoming the manager, to retirement, he had devoted his entire life designing product posters for Shiseido. Following social transformation, Japan was under western influence at the time, but Makoto Nakamura brilliantly utilized Japan's traditional cultural codes, combined Japanese style and western elements, and expressed these ideas in his works. The brand image changed from commercial-based into art-based as a result. Moreover, Shiseido won major awards from the 50s to the 90s. In 1980, it received Golden Award and Special Award at the International Poster Biennale in Warsaw. This invitation to the exhibition turned over a new leaf for his poster design. As a renowned poster designer in Japan, Shiseido has become one of the world's leading brands. Indeed, Makoto Nakamura has been an outstanding figure of his time. Today, when we talk about the cultural creativity industry, Makoto Nakamura's product and traditional culture deign approaches often serve as the guide. In this study, Shiseido's early poster works by Makoto Nakamura, contemporary design ideas around the world, and fashion backgrounds will be analyzed to provide valuable information for those interested in how cultural codes are applied in fashion brands, how Makoto Nakamura created important cultural and artistic works that are ahead of his time.