后现代广告的游戏特性研究

发布时间：2018-01-29 00:52

本文关键词： 后现代广告游戏游戏审美人文价值　出处：《苏州大学》2011年硕士论文　论文类型：学位论文

【摘要】：后现代主义是一种颠覆正统、具有游戏化特征的文化形态。后现代广告作为消费时代的大众文化,随着“日常生活审美化”在全球范围内的迅速普及,越来越具有“游戏化”的特性和趋向。作为一种有着浓郁商业化色彩的艺术形式,后现代广告中的“游戏”与消费社会大众的审美状态实现着某种程度地契合。本文从后现代广告和大众文化的关系入手,分析了后现代广告出现的背景、特征以及作为消费时代大众文化的后现代广告在“日常审美”的呼声下出现的“游戏化”趋向和“游戏特性”的各种表现形态,并论证了后现代广告“游戏审美”是一种人本观广告的刷新形态,同时要警惕后现代广告“过度游戏”会导致一场失却人文价值景观的狂欢。
[Abstract]:Post-modernism is a kind of cultural form that subverts orthodoxy and has the characteristic of gameplay. As the popular culture of the consumption era, the postmodernism advertisement has been popularized rapidly in the world with the "aesthetic of daily life". More and more with the "game" characteristics and trends. As a strong commercial color of the art form. The "game" in the postmodern advertisement is in agreement with the aesthetic state of the consumer society to a certain extent. This paper begins with the relationship between the post-modern advertisement and the popular culture, and analyzes the background of the emergence of the post-modern advertisement. The characteristics, as well as the tendency of "gametization" and the various forms of expression of "game characteristics" in postmodern advertising as a popular culture in the consumer era, appeared under the voice of "daily aesthetics". It also demonstrates that "game aesthetics" in postmodern advertising is a refreshing form of humanistic advertising, and that "excessive game" in post-modern advertising will lead to a carnival of losing the humanistic value landscape.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F713.8

【引证文献】