作为消费对象的后现代主义广告研究

发布时间：2018-03-24 15:49

本文选题：后现代主义广告　切入点：消费逻辑　出处：《吉林大学》2017年硕士论文

【摘要】：在信息过载、注意力稀缺的当代社会中,如何赢得目标受众的关注,是所有广告人面临的重要挑战。与注重传递产品信息的传统广告不同,后现代主义广告以其独特的美学特征、契合消费者内心的意识形态,塑造了符合其目标受众审美需求与精神需求的品牌形象,潜移默化地培养消费者对品牌的偏好。本文以后现代主义理论为依据,从社会现象着手,探究当代消费者的消费动机,挖掘后现代主义广告的创意原理,揭示其独特的文案风格与视觉呈现,以及隐藏在其外在风格下的深层内涵——意识形态层面的沟通技巧和“陌生化”的创意手法,以期为广告业界提供可资借鉴的经验。本文共分为四个部分。第一部分,以后现代主义艺术和意识形态的理论为依据,对后现代主义广告的具体内涵进行了清晰界定。第二部分,从四个层面深入剖析后现代主义广告“被消费”的意义。首先,对广告被消费的三个层次进行了分析。在此基础上,结合消费社会的理论,分析后现代主义广告中的消费逻辑。最后,分别从后现代主义广告的美学特征和意识形态与受众的“审美需求”和“精神需求”之间的两对关系入手,对后现代主义广告受众的消费本质进行探究。文章的第三部分,运用“陌生化”的原理探究后现代主义广告中最重要的美学特征和意识形态,并从广告本体的角度出发,总结后现代主义广告创意的一般程序。文章的第四部分指出,消费者对后现代主义广告中的“美学特征”和“意识形态”的消费,实际上是对“品牌形象”的消费,并结合中兴百货、诚品书店等具体案例,分析后现代主义广告如何通过生产符号和意义建构品牌形象。接下来提出后现代主义广告具有有限的使用范围与无限的创意空间,并对其发展前景进行了展望。
[Abstract]:In a modern society with information overload and scarce attention, how to win the attention of the target audience is an important challenge for all advertisers. Post-modernism advertising, with its unique aesthetic characteristics, fits with the inner ideology of consumers, and molds the brand image that meets the aesthetic and spiritual needs of its target audience. Based on the postmodernism theory, this paper explores the consumption motivation of contemporary consumers and explores the creative principles of postmodernism advertising. Revealing its unique copywriting style and visual presentation, as well as the deep connotation of its external style-the communication skills at the ideological level and the creative techniques of "strangeness", This paper is divided into four parts. The first part is based on the theory of postmodernism art and ideology. The specific connotation of postmodernism advertisement is clearly defined. The second part analyzes the meaning of postmodernism advertisement "being consumed" from four levels. Firstly, it analyzes the three levels of advertisement being consumed. Combined with the theory of consumer society, this paper analyzes the consumption logic in postmodernism advertisement. Finally, it starts with the aesthetic characteristics of postmodernism advertisement and the relationship between ideology and audience's "aesthetic demand" and "spiritual demand". The third part of the article, using the principle of "strangeness", explores the most important aesthetic characteristics and ideology of postmodernism advertising, and sets out from the angle of advertising ontology. The fourth part of the article points out that consumers' consumption of "aesthetic characteristics" and "ideology" in postmodernism advertising is actually the consumption of "brand image". Combined with specific cases such as ZTE Department Store and Chengpin Bookstore, this paper analyzes how postmodernism advertising constructs brand image by producing symbols and meanings. Then, it points out that postmodernism advertising has limited scope of use and unlimited creative space. The prospect of its development is prospected.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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