现代广告的美学问题分析

发布时间：2018-01-27 03:38

本文关键词： 现代广告审美特点审美价值审美心理　出处：《广西师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 现代广告在当今社会已不仅仅是一种经济现象,而是一种独具魅力的审美文化现象,具有相对独立的审美价值。广告充斥着我们的日常生活,而且对整个社会的经济运行和意识形态都起着重要的作用和重大的影响。从某种意义上讲,现代广告的影响已远远溢出其商业范围,显示出一种强大的文化再生能力。对于广大的消费者来说,广告不仅仅是商品信息的载体,更是一种日常接触最多的审美对象。广告传播带来的社会变革已不仅仅表现在日常生活方面,它将在诸如社会结构、共同意识等更深的层面产生影响。对致力于现代化建设的发展中国家而言,广告传播对弘扬优秀的传统文化,塑造适应社会发展的价值观念,建构符合时代的大众美学标准都有重大意义。可以说现代广告是一种综合性的实用艺术,即使它具有明显的商业性,但它独特的审美体验、表现形式创作特征、受众接受方式和高度的兼容性,使它具备了独特的审美价值。本文试从美学角度出发,结合现实生活中的广告文化现象,对现代广告相关的美学问题进行理论研究。全文共分三大部分。第一部分分析现代广告何以在现阶段成为审美对象。分别就现代广告的主要审美品格,如广告审美的形象性、广告审美的情感诉求、广告审美的兼容性、广告美是实用艺术之美、广告审美文化的时尚性,以及不同媒介的广告,如印刷媒介广告、影视媒介广告和其他媒介广告的审美特征,进行案例和理论分析。第二部分分析现代广告的审美价值与其消费文化价值的关系。分别从本质特征、表现手法、传播效果三方面分析。第三部分从广告消费者心理学角度看现代广告审美接受机制问题。分别从功利性的满足与审美接受的可能、求知欲的形成与审美接受的前提、愉悦感的生成与审美接受的触发、在想象中感受与审美接受的完成四个角度对其进行分析。
[Abstract]:Modern advertising is not only an economic phenomenon, but also a unique aesthetic cultural phenomenon, with relatively independent aesthetic value. Advertising is full of our daily life. Moreover, it plays an important role in the economic operation and ideology of the whole society. In a sense, the influence of modern advertising has far overflowed its commercial scope. Show a strong ability of cultural regeneration. For the majority of consumers, advertising is not only the carrier of commodity information. It is also a kind of aesthetic object with the most daily contact. The social change brought by advertising communication is not only reflected in the daily life, but also in the social structure. For the developing countries committed to modernization, advertising communication can promote the excellent traditional culture and shape the values adapted to the social development. It can be said that modern advertising is a comprehensive practical art, even if it has obvious commercial, but its unique aesthetic experience, form of expression characteristics. Audience acceptance and high compatibility make it have a unique aesthetic value. This paper tries to combine the advertising culture phenomenon in real life from the aesthetic point of view. The thesis is divided into three parts. The first part is to analyze why modern advertising has become an aesthetic object at this stage, respectively on the main aesthetic character of modern advertising. For example, the image of advertising aesthetics, the emotional appeal of advertising aesthetics, the compatibility of advertising aesthetics, the beauty of advertising is the beauty of practical art, the fashion of advertising aesthetic culture, and the advertising of different media, such as print advertising. Film and television media advertising and other media advertising aesthetic characteristics of the case and theoretical analysis. The second part analyzes the relationship between the aesthetic value of modern advertising and its consumption cultural value. The third part looks at the mechanism of modern advertising aesthetic acceptance from the perspective of advertising consumer psychology, respectively from the utilitarian satisfaction and the possibility of aesthetic acceptance. The formation of the desire for knowledge and the premise of aesthetic acceptance, the generation of pleasure and the trigger of aesthetic acceptance are analyzed from four angles: the feeling in imagination and the completion of aesthetic acceptance.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【引证文献】