现代广告的多元化价值体系研究

发布时间：2018-04-20 06:16

本文选题：经济价值 + 文化价值　；参考：《武汉理工大学》2009年硕士论文

【摘要】： 过去广告不被人们所重视,人们主要把它作为商品推销的一种手段。尤其在艺术的领域里,占不到一席之地。但今天随着社会科学、文化的进步、世界贸易的发展,广告已关系到国家的建设、关系到人民生活和美学教育的提高,所以受到人们高度的重视。社会上不乏其他从业者意识到广告具有一定的教育价值,提出“从经典广告中学习机智”“从广告中学习语言表达”等观点。《现代语文》2005年第4期中的一篇文章“广告:为语文学习提供了什么”提到:广告是其创作者语文修养、文化底蕴、艺术灵感等的综合体现,其中蕴含着丰富的可资利用的语文课程资源。新《语文课程标准》在“课程资源的开发与利用”部分提出这样的建议:电视、广播、网络、各种标牌广告等媒体的资源都是语文课程的资源……恰当挖掘广告中所蕴含的语文资源,可以为语文课程提供更多鲜活的材料,丰富学生的语言积累;通过对广告语的分析、鉴赏,可以培养学生的审美情趣、语文能力,全面提高学生的语文素养。业内人士应当从中受到启发,让自己投身于现代广告的多元价值研究上来。以专业的眼光站在广告之外鉴定广告的价值,把鉴定之结果作为日后进行广告创作时的参考标准,这对日后探索如何开发、利用广告的多元价值也将具有重大的意义。不仅如此,广告所具备的多元价值也预示着今后其必将有更广阔的发展前景与更新颖的发展形式。本文把广告当成一种客观现象对其价值进行研究,借鉴文学、传播学、美学、经济学等知识点构建出广告的多元化价值体系的框架和内容:经济价值、文化价值、美学价值、社会价值。经济价值是对广告主而言广告所体现出的“有用性”,而文化价值、审美价值、社会价值是对广告受众而言广告所体现出的“有用性”。广告的经济价值是与生俱来的,任何一则广告(商业广告)都必须以实现经济价值为首要目的,而文化价值、审美价值、社会价值需要广告设计者有意识的赋予进去,并且是受众评价广告好坏的考量标准。如果一则广告能够实现这三种价值中的一种、两种或全部,那么该广告就是人们眼中的好广告。广告的文化价值、审美价值、社会价值是帮助广告更有效实现经济价值的催化剂,它们能够增强广告的吸引力。
[Abstract]:In the past, advertising was not taken seriously, but mainly as a means of selling goods. Especially in the field of art, there is no place. But today, with the progress of social science, culture, the development of world trade, advertising has been related to the construction of the country, the people's life and the improvement of aesthetic education, so people attach great importance to it. There are many other practitioners in society who realize that advertising has a certain educational value. This paper puts forward the viewpoint of "learning wit from classical advertisement" and "learning language expression from advertisement". An article in the fourth issue of Modern Chinese in 2005, "Advertising: what does it provide for Chinese learning", mentions that advertising is the language accomplishment of its creators. The comprehensive embodiment of culture and art inspiration contains abundant Chinese curriculum resources. In the part of "the Development and Utilization of Curriculum Resources", the new "Chinese Curriculum Standards" puts forward the following suggestions: the resources of TV, radio, network, various signage advertisements and other media are all resources of Chinese curriculum. Properly excavating the Chinese resources contained in the advertisement can provide more fresh materials for the Chinese course and enrich the language accumulation of the students. Through the analysis and appreciation of the advertising language, the students' aesthetic interest and language ability can be cultivated. Improve students' Chinese literacy in an all-round way. Insiders should be inspired to devote themselves to the study of the pluralistic value of modern advertising. It is of great significance for us to explore how to develop and utilize the multiple value of advertisement in the future by standing in a professional perspective to identify the value of advertisement and regard the result of appraisal as the reference standard of advertising creation in the future. Not only that, the multivariate value of advertisement also indicates that it will have a broader development prospect and more novel development form in the future. This article regards advertising as an objective phenomenon to study its value, draws lessons from literature, communication, aesthetics, economics and other knowledge points to construct the framework and content of the diversified value system of advertising: economic value, cultural value, aesthetic value, etc. Social value Economic value is "useful" to advertisers, while cultural value, aesthetic value and social value are "useful" to advertising audience. The economic value of advertising is inherent, any advertisement (commercial advertisement) must take the realization of economic value as the primary purpose, and cultural value, aesthetic value, social value need advertising designer consciously to give in. And is the audience evaluation advertisement good or bad consideration standard. If an advertisement can achieve one, two or all of these three values, then it is a good advertisement in people's eyes. The cultural value, aesthetic value and social value of advertisement are the catalyst to help advertisement realize economic value more effectively, they can enhance the attraction of advertisement.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【引证文献】