广告：技术制造的视觉盛宴

发布时间：2018-05-06 21:15

本文选题：广告 + 技术　；参考：《扬州大学》2006年硕士论文

【摘要】： 广告是人类文明与社会发展过程中创造的文化与美学符号之一。在某种意义上说,广告是技术特别是视觉技术的产物。在高度技术化的今天,广告借助现代技术及媒介走上了视觉化的道路,利用技术制造和传播极具视觉冲击力的图像成为广告根本的呈现方式与表意体系。本文旨在以技术化的视觉呈现为切入点,探求技术语境中广告的审美向度,并尝试从以下三部分对其进行阐释与分析: 第一部分,现象梳理:广告是技术化的视觉呈现。这一部分主要是从广告的视觉化趋势及表现和广告是技术的阵营两个方面展开论述的,说明了广告的视觉化表征和高度的技术含量两大表象特征。第二部分,内部分析:对技术条件下广告的美学思考。这一部分就广告的审美表征进行了美学及本质层面的内部分析,即技术主宰了广告的生存与发展,技术以一种强大的操控力量成为了广告的本体化存在。技术使广告图像脱离了实在,成为了仿像,“影视本体论”之圭臬被彻底消解。广告因技术的全面介入而呈现出独特的审美范式,最终消解了传统艺术的经典价值,成为技术拼贴实在的游戏。第三部分,外部分析:广告在技术影响下的嬗变。广告在技术的全面、深刻影响下发生了显著的变化,高度发达的技术及媒介使广告成为了新的公共领域,成为生活中真实的幻象与乌托邦。技术的操纵使广告形成了自身特定的时空观,它以制造“完美”形象投诸人的感官享乐与欲望满足为诉求,成为日常生活中一种极具表演性的虚假仪式。以上内容都从不同视角与层面彰显了广告的审美特征。总的来说,高度技术化语境中的广告的审美向度归结到底是一个技术力量与人文精神,欲望满足与终极关怀,物质需求与精神提升应和谐统一的哲学层面的问题。
[Abstract]:Advertising is one of the cultural and aesthetic symbols created in the process of human civilization and social development. In a sense, advertising is the product of technology, especially visual technology. Today, with the help of modern technology and media, advertising has embarked on the road of visualization, and the use of technology to produce and disseminate images with great visual impact has become the basic presentation mode and ideographic system of advertising. The purpose of this paper is to explore the aesthetic orientation of advertising in the context of technology, and try to explain and analyze it from the following three parts: The first part, phenomenon combing: advertising is the visual presentation of technology. This part is mainly from the visual trend and performance of advertising and advertising is the camp of two aspects of the discussion, the visual representation of advertising and the high technical content of the two major characteristics of the representation. The second part, internal analysis: the aesthetic thinking of advertising under technical conditions. In this part, the aesthetic representation of advertising is analyzed in the aspects of aesthetics and essence, that is, technology dominates the existence and development of advertising, and technology becomes the ontological existence of advertising with a powerful force of manipulation. Technology has separated advertising images from reality and become an image, and the "film and television ontology" model has been completely eliminated. Because of the comprehensive intervention of technology, advertising presents a unique aesthetic paradigm, which finally dispels the classical value of traditional art and becomes a real game of technology collage. The third part, external analysis: the evolution of advertising under the influence of technology. With the comprehensive and profound influence of technology, advertising has undergone remarkable changes. The highly developed technology and media have made advertising a new public domain and a real illusion and utopia in life. The manipulation of technology makes advertising form its own special view of time and space. It takes the creation of "perfect" image as a demand for people's sensual enjoyment and desire satisfaction, and becomes a kind of performative false ritual in daily life. The above contents show the aesthetic characteristics of advertising from different perspectives and levels. In general, the aesthetic orientation of advertising in highly technical context is a philosophical issue of technical strength and humanistic spirit, satisfaction of desire and ultimate concern, harmony and unity of material demand and spiritual promotion.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3

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