服饰广告设计中的后现代主义特征

发布时间：2018-04-25 08:01

本文选题：后现代主义 + 设计　；参考：《四川大学》2007年硕士论文

【摘要】： 本文围绕服饰广告设计中的后现代主义特征，从四个方面层层深入地阐述：第一章介绍后现代主义：一个开放的景观；第二章讲后现代主义广告；第三章详细分析服饰广告设计中的后现代主义特征；第四章讲后现代广告对中国服饰广告的启迪。论文概述如下：后现代主义是发生于欧美60年代，流行于西方的艺术、社会文化和哲学思潮。模糊性；反对中心、需求差异性；向整体性，统一性开战；反对理性等等，都是后现代主义的特征。而后现代主义设计最早出现在建筑领域，后来扩散到工业设计领域及其它设计领域。从意识形态上看，后现代主义设计是相对现代主义、国际主义，以装饰手法来达到视觉上的丰富，提倡关注人的情感，，满足心理需求，而不是仅仅以单调的功能主义为中心。社会急剧的发展变迁使人们的生活方式也随之发生着翻天覆地的变化，作为与人关系甚为亲密的服饰，其角色也从最初的基本功能需求，开始呈现出多元化和个性化的态势，融入了更多的社会角色观念、生活方式、文化修养、个性、品位、涵养、教育程度等，以彰显其价值。因此，作为服饰广告这一广告中的重要角色更需要从人的情感需求出发，把关注人的生存状态和心灵体验作为后现代广告设计表现的重要的关注点。以人为本的理念、图像的超级写实和拼贴展示“痉挛的美”、以及大胆的颠覆传统，高扬时尚的创意思路，都是后现代设计最明显的特征。本文重点就是将当代的服饰广告结合后现代主义广告的显著特征，进行较为详细的分析，尤其是对后现代服饰广告的代表：贝纳通广告和台湾意识形态广告的主要作品“中兴百货广告”进行详尽的举例说明，以此结合我国服饰广告的现状进行分析，指出：我们需要借鉴和学习后现代主义服饰广告的精华，让我们的服饰广告具有更加精彩的创思，并紧跟社会发展的潮流；同时，我们不能对西方的后现代主义特征的服饰广告全盘接收，而需要保留我们民族的、本色的元素和精华，使其具有更长久的生命力。即不盲目崇拜，鹦鹉学舌，也不孤芳自赏，固步自封，这样才能创作出与目标消费群的审美和精神需求相吻合，并能有效地引导其消费观念甚至是生活主张的优秀的服饰广告。
[Abstract]:Based on the characteristics of postmodernism in dress advertisement design, this paper expounds in depth four aspects: the first chapter introduces postmodernism: an open landscape, the second chapter discusses postmodernism advertising; The third chapter analyzes the postmodernism characteristics of dress advertisement design in detail, and the fourth chapter discusses the enlightenment of postmodern advertisement to Chinese dress advertisement. The paper is summarized as follows: Post-modernism occurred in Europe and the United States in the 60's, popular in the West art, social culture and philosophy. Fuzziness; opposition to center, difference of demand, war to unity and unity, opposition to rationality and so on, are the characteristics of postmodernism. Post-modernism design first appeared in the field of architecture, then spread to the field of industrial design and other fields of design. From the ideological point of view, postmodernism design is relative modernism, internationalism, to achieve visual enrichment by decorative techniques, to advocate attention to people's emotions, to meet the psychological needs, rather than just monotonous functionalism as the center. With the rapid development and change of society, people's way of life has also changed dramatically. As a closeness dress with people, its role also presents a trend of diversification and individuation from the initial basic functional needs. More social role concept, life style, culture, personality, taste, self-cultivation, education and so on, to demonstrate its value. Therefore, as an important role in clothing advertising, it is necessary to focus on the living state and spiritual experience of people from the perspective of human emotional needs, which is an important concern of post-modern advertising design performance. The idea of people-oriented, the super realistic image and collage display "spastic beauty", as well as bold subversion of tradition, high fashion creative ideas, are the most obvious features of post-modern design. The focus of this paper is to combine contemporary clothing advertising with the distinctive features of postmodernism advertising, and to carry out a more detailed analysis. In particular, the representative of post-modern clothing advertising: Benetton advertising and Taiwan ideological advertising main work "ZTE Department Store ads" detailed examples, so as to analyze the current situation of clothing advertising in China. It is pointed out that we need to learn from the essence of postmodernism dress advertisement so that our dress advertisement will have more brilliant ideas and keep up with the trend of social development; at the same time, We can not accept the western postmodernism clothing advertisement completely, but need to retain the elements and essence of our nation, so that it has more lasting vitality. Only by not blindly worshipping, parrot the tongue, nor enjoying one's own feelings, can one create an excellent dress advertisement which is consistent with the aesthetic and spiritual needs of the target consumer group and can effectively guide his consumption concept or even the idea of life.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

【引证文献】