性暗示在广告设计中的审美取向研究

发布时间：2018-03-22 14:38

本文选题：性暗示　切入点：现象学　出处：《东北师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：当下之时,有人说是一个“眼球时代”,也有人说是一个“信息时代”,还有人说是一个“媒体时代”。泛陈其间,广告就象空气一般如影随形,它也像路边的石子俯仰皆是,这个时代何尝不是“广告的时代”。性暗示作为广告的一种表现方式悄然而至。性,亘古以来被讨论良久,它就象羞答答的新娘盖着红盖头——让人欲说还休。一场关于性暗示广告的美学讨论与日俱烈。时至今日,学术界尚未就其含义给出一个明确的界定,俗话说名不正则言不顺。性暗示具备“含而不露”和“拟物、意指、移觉”两个特征。这种“不着一字,尽得风流”的艺术表现和中国传统美学思想中“以无为有”、“寓情于物”的审美境界妙得一源。性暗示广告是一种发乎于“性”(视觉表现)而止乎于“理”(广告诉求)的含蓄表现方式。如是而言,学术界将“性感广告”、“色情广告”与其混为一谈实是曲解,有“性”无“色”才是它的本意。某些作品以“性”之名“春光乍泄”,致人们心生误解。于此而言,这既不利于性观念的健康发展,也有害于广告“性暗示”的创意无限。本文试图以现象学“悬置”之方法,通过文化、民族、知识、心理等多元角度欲探寻性暗示的“本身”(现象学用词)。性暗示在广告中方兴未艾,既是受众对形象美、形体美、知觉美的需要,也是性观念日益开放的缘由。文化、艺术消费是人类需求的更高层次,由是,性暗示在广告中恰逢其时、如木逢春。性暗示广告通常以“拟物式”、“情景式”、“符号式”和“器官式”予以表现。有学者认为,性暗示广告表现的过于暴露会引起受众心理不适,甚或毒害青少年心智,宣扬了“物欲”和“肉欲”思想。一方面或可是“四大表现”运用不当;另一面或可是作品假借“暗示”之名行“明示”之实。当其如此,我们不能对之一概而论,而宜择其善者而从之,择其不善者而弃之。《广告法》对性暗示广告有所规定,这说明性观念日益进步并被重视。另也隐忧,说明性暗示广告正向审美取向的缺失。不言自明,如此一来,一些关于性教育、预防艾滋病的公益广告也会受到舆情和法治的限制。由此而言,文中归纳了性暗示广告的三大审美特征:历史性、民族性、文化性的统一;艺术性、趣味性、思想性的统一;符号化、指代化、抽象化的统一。与之相应的是三把衡量其审美标准的尺度:第一,遵从伦理和道德的“三要四不能”;第二,遵从形式为内容服务的“四维一体”;第三,遵从实用和美育“1+1”的双效功能。性暗示广告涉及到社会学、传播学、心理学等综合知识,它既是文化现象,也是经济现象,更是审美现象。是非曲直,不能小大由之,深切需要一种批判理论。观之以行,置之以理,使性暗示广告“各美其美”、落英纷呈。这也是我们喜闻乐见的愿景所在。
[Abstract]:At the present time, some people say that it is an "era of eyeballs", others say that it is a "age of information", and others say that it is a "age of media." during this period of time, advertisements follow like air, and they are also like pebbles on the side of the road. This era is not "the age of advertising." sexual cues, as an expression of advertising, have come quietly. Sex has been discussed for a long time since ancient times. It's like a shy bride with a red cap on it. An aesthetic discussion of sexual cues is growing. Until now, the academic community has yet to give a clear definition of what it means. As the saying goes, if the name is not correct, it is not true. Sexual cues have the characteristics of "containing but not revealing" and "imitating objects". The artistic expression and the traditional Chinese aesthetic thought of "doing nothing" and "feeling in things" have a source of beauty. Sexual implied advertising is a kind of "sex" (visual expression) but not "reason" (widely told). The implicit way of expression. If so, The academic circles confuse "sexy advertising" and "pornographic advertising" with it is a misinterpretation, and having "sex" without "color" is its original intention. Some works "spring and shine" in the name of "sex" have caused people to misunderstand. This is not conducive to the healthy development of the concept of sex, but also harmful to the unlimited creativity of "sexual suggestion" in advertising. This paper attempts to adopt the phenomenological method of "suspension" through culture, nationality, and knowledge. In the advertising, sexual suggestion is in the ascendant. It is not only the needs of the audience for the beauty of image, form and perception, but also the reason for the increasing openness of sexual concept. Art consumption is a higher level of human demand, so sexual cues are at the right time in advertising, such as wood and spring. Sexual cues are usually expressed as "imitating", "situational", "symbolic" and "organ". Too much exposure of sexual implied advertising will cause psychological discomfort of the audience, or even poison the mind of young people, propagating the thought of "material desire" and "carnal desire". On the one hand, it may be the improper use of the "four major expressions"; On the other side, or on the other hand, the work, under the guise of "hinting", is "explicit". When it is so, we should not generalize about it, but choose its good from it, and choose its bad from it. [advertising Law] provides for sexual hinting advertising, This shows that the concept of sex is getting more and more advanced and is being valued. There are also worries about the lack of positive aesthetic orientation of sexual implied advertising. It is self-evident that, in this way, some sex education, The public service advertisement of AIDS prevention will also be restricted by public opinion and the rule of law. Therefore, the paper summarizes the three aesthetic characteristics of sexual hinting advertisement: the unity of history, nationality and culture, the unity of art, interest and thought; The unity of symbolization, denotation, and abstraction. Correspondingly, there are three yardsticks to measure their aesthetic standards: first, to comply with ethics and morality; second, to comply with the "four dimensions" that form serves for the content; and third, to conform to the "four dimensions" that serve the content. Following the dual function of practical and aesthetic education "11". Sex implies that advertising involves the comprehensive knowledge of sociology, communication, psychology, etc. It is not only a cultural phenomenon, but also an economic phenomenon, but also an aesthetic phenomenon. There is a deep need for a critical theory.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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