近十年斯柯达电视广告艺术表现中的互文性研究

发布时间：2018-05-18 07:54

本文选题：互文性 + 斯柯达电视广告　；参考：《河北师范大学》2017年硕士论文

【摘要】：互文性(intertextuality),也称为文本间性或互文本性,这一术语发轫于20世纪初的语言学理论,真正开始普遍出现则产生于20世纪60年代末,由法国文艺批评家克里斯蒂娃在文学研究中提出,并收录在1969年出版的《符号学》一书中:“任何文本的建构都是引言的镶嵌组合;任何文本都是对其它文本的吸收和转化。”互文性理论最初提出来是指两个或两个以上的文本间发生互文的关系。它以其对文学传统的包容性、对文学研究视野的可拓展性,在文学研究和文学写作中扮演着越来越重要的角色。波菲斯特提出:“互文性是后现代主义的重要标志,如今‘后现代主义’与‘互文性’是一对同义词”。电视广告作为寄生语篇特性的电视传播媒介,近年来异军突起,迅速成为广告界的新宠,它兼有广播和电影的视听功能,具有印刷广告、户外广告不可比拟的优越性。连续活动的画面、声情并茂的视听语言、各种艺术创意形式,既可以从各个方面逼真地展现广告商品的特性,又使广告内容富有情趣,增强观众收看的兴趣,并易于调动观众的想象,使之产生购买欲望。笔者决定从近十年斯柯达汽车电视广告出发,以互文性为主要研究理论,在概念界定清晰的情况下,希望通过互文性理论的文本的对话层面、主体的对话层面和文化的对话层面这三个方面结合具体案例,梳理互文性在斯柯达电视广告艺术表现中的具体应用、特征,从而最终厘清斯柯达电视广告艺术表现中互文性是如何作用于消费者和普罗大众的,为今后互文性在电视广告艺术表达方面的学术研究和操作实践搭桥铺路。
[Abstract]:Intertextuality, also known as intertextuality or intertextuality, originated in the linguistic theory of the early 20th century, and began to appear generally in the late 1960s, when Cristina, a French literary critic, put forward the term in literary studies. The book "Semiotics" published in 1969: "the construction of any text is a mosaic of preface; any text is the absorption and transformation of other texts." The theory of intertextuality originally refers to the intertextuality between two or more texts. It plays a more and more important role in literary research and literary writing because of its inclusiveness to literary tradition and its expansibility to literary study. Intertextuality is an important symbol of postmodernism. Nowadays, postmodernism and intertextuality are synonyms. Television advertisement, as a TV communication medium with parasitic discourse characteristics, has become a new favorite in advertising field in recent years. It has the functions of broadcasting and film, and has the advantages of printing advertising and outdoor advertising. The pictures of continuous activities, the vivid audiovisual language, and various artistic creative forms can not only vividly display the characteristics of advertising commodities in various aspects, but also make the advertising content full of interest and enhance the interest of the audience in watching it. And easy to mobilize the imagination of the audience, so that it has a desire to buy. The author decided to study the intertextuality as the main theory from the perspective of Skoda's automobile television advertisement in the past ten years. Under the condition that the concept is clearly defined, the author hopes to adopt the dialogue level of the text of the intertextuality theory. The three aspects of subject dialogue and cultural dialogue combined with specific cases, combing the specific application and characteristics of intertextuality in Skoda TV advertising art performance. Finally, it clarifies how intertextuality in Skoda's artistic expression of TV advertisement acts on consumers and the general public, and paves the way for academic research and operational practice of intertextuality in the field of artistic expression of TV advertisement in the future.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J959

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