中国国家形象广告的视觉表述逻辑及其文化意义

发布时间：2018-03-19 19:02

本文选题：视觉逻辑　切入点：文化意义　出处：《中国艺术研究院》2012年博士论文　论文类型：学位论文

【摘要】：“一百年前英国小说家道格拉斯说的一句话：透过广告可以发现一个国家的理想”在全球化背景下,当下的中国和世界上其他许多国家一样正在经历着一次空前激烈、异常深刻的社会转型。与历史上出现的其他社会转型相比,一个显著特点就是,文化的作用日益凸显,已从根本上决定了社会转型的内容和路径。2近年来中国社会转型与经济高速增长,民族自信、文化自信随之高度膨胀。在中西方文化交流激荡的背景之下,如何以电视广告这种艺术形式来传播国家形象,如何以视觉逻辑的本体视角对国家形象广告作进一步的审视?视觉“转向”之后,中国国家形象广告的视觉文本在跨文化传播与接受之中义产生了哪些新的转向或者转译?进行该问题的探索,首先需要剖析中国国家形象广告片视觉本体,找到传者诉求与受者理想之间的联系。其次,在跨文化传播中传者与观者复合体的传播和效果之间,又包含着哪些视觉逻辑关系。再次,则关注到文化研究不仅只是英国伯明翰等西方学派的研究中心,中国当代的文化现实与未来的发展方向,传统文化与西方文化的历史博弈或某种关联是有一定的文化逻辑的。本文试图发现一些核心范式,并在中国语境下,探讨视觉文化现实发展之下国家形象广告的命运方向与动向等现实问题。本文主要思考的问题有：一、国家形象广告视觉逻辑向文化逻辑的转译。二、中国传统文化与西方文化交流背景下,国家形象广告视觉逻辑的文化标准问题。三、在国家形象广告视觉表述方面,一方面基于国家层面诉求的一致性,有着普世性法则；另一方面更要关注到东西方的“视觉话语差”命题,以及如何消弭与重构。本土媒介的历史、视觉表述、叙事造型等与域外存在着话语差异。例如中国媒体上的明星科学家袁隆平等在西方不被认知。是否能在本士诉求与西方语境下找到一个理想的参照系来认知或者消弭(哪怕是部分消弭)这种话语差异,达到—个理想的接受点?中西方视觉话语的理想参照系统是否有叠合?如果有叠合,发展可以参阅的历史轨迹又有哪些,以及在理想参照系统的关照下是否能产生新的知识范式? 在研究的范畴上,更接近于“米歇尔将视觉文化研究视为多学科研究,把艺术史、电影研究、媒介研究、大众文化研究等领域整合起来”的美学的视觉文化研究路径,同时认同周宪提出的美学的、历史的和社会学的三种视觉文化研究的路径“互相关联不但是可能的,而且是必需的” 这是一个面向未来的课题。对在西方话语叠合之下的视觉范式,周宪等受西方影响较重,关注到“视觉转向”命题,陶东风等侧重从文学角度关注这种转向。本篇论文则希望在国家形象广告角度确立从视觉逻辑与文化意义的转译,来关注以上命题。
[Abstract]:A hundred years ago British novelist Douglas said, "A nation's ideal can be found through advertising." in the context of globalization, China, like many other countries in the world, is experiencing an unprecedented intensity. Extraordinary profound social transformation. Compared with other social transformations that have taken place in history, a remarkable feature is that the role of culture is becoming increasingly prominent. The content and path of social transformation. 2 in recent years, China's social transformation and rapid economic growth, national self-confidence, cultural self-confidence has been highly inflated. Under the background of the agitation of cultural exchanges between China and the West, How to spread the national image with the artistic form of TV advertisement, and how to further examine the national image advertisement from the perspective of visual logic? After the visual "turn", what new turn or translation does the visual text of Chinese national image advertisement produce in the process of cross-cultural communication and acceptance? To explore this problem, first of all, it is necessary to analyze the visual Noumenon of China's national image advertising film, to find the relationship between the communicator's demand and the recipient's ideal, and secondly, to find the communication and effect between the communicator and the viewer in the cross-cultural communication. Thirdly, it is concerned that cultural research is not only the research center of western school, such as Birmingham, but also the contemporary cultural reality and future development direction of China. There is a certain cultural logic in the historical game or some relationship between traditional culture and western culture. This paper tries to find some core paradigms, and in the Chinese context, This paper discusses the direction and trend of national image advertising under the development of visual culture. The main problems of this paper are as follows: first, the translation of visual logic from national image advertisement to cultural logic; second, the cultural standard of visual logic of national image advertisement under the background of Chinese traditional culture and western cultural exchange. In terms of visual representation of national image advertising, on the one hand, there is universal law based on the consistency of demands at the national level; on the other hand, attention should be paid to the proposition of "poor visual discourse" between the East and the West. And how to eliminate and reconstruct. Local media history, visual representation, There are discourse differences between narrative styling and foreign language. For example, Yuan Longping, a famous scientist in Chinese media, is not recognized in the west. Can we find an ideal frame of reference to recognize or. To eliminate (or even partially eliminate) this difference in utterance, Reach an ideal acceptance point? Is there any overlap in the ideal reference system of visual discourse between China and the West? If there is overlap, what are the historical tracks of development that can be read, and can new knowledge paradigms be generated under the care of the ideal reference system? In the field of research, it is closer to the aesthetic visual culture research path of "Michelle regards visual culture research as a multidisciplinary study, integrates art history, film studies, media studies, mass culture studies and other fields." "it is not only possible, but also necessary" to agree with Zhou Xian's three approaches to the study of visual culture: aesthetic, historical and sociological. This is a future-oriented subject. For the visual paradigm under the superposition of western discourse, Zhou Xian and others are heavily influenced by the West and pay close attention to the proposition of "visual turning". Tao Dongfeng and others pay more attention to this turn from the point of view of literature. This thesis hopes to establish the translation of visual logic and cultural meaning from the perspective of national image advertising to pay attention to the above proposition.
【学位授予单位】：中国艺术研究院
【学位级别】：博士
【学位授予年份】：2012
【分类号】：G206;G122

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