现代商业广告艺术化的策略与审美效应研究

发布时间：2018-06-01 02:20

本文选题：广告艺术 + 审美　；参考：《杭州师范大学》2013年硕士论文

【摘要】：广告是市场经济的产物。随着经济的迅猛发展,广告艺术化已经成为当代社会生活的一种文化景观,对人们的日常生活和审美产生了深刻影响。目前学界对广告的艺术性及其审美价值褒贬不一,因此,在理论上对广告艺术的研讨具有必要性和紧迫性。本文尝试从文艺学角度,结合广告发展现状和现实生活中的广告实例、广告现象,对这一新课题进行较为系统的研究。本文共分为四大部分：第一部分论述日常生活审美化与现代商业广告的艺术化。随着日常生活的审美化和审美的日常生活化,中西方现代商业广告都鲜明地呈现出一条艺术化的轨迹,因此,广告应被视为是一种实用艺术。第二部分论述现代商业广告艺术化的策略。共分为三个方面：1、形式的艺术化。从人的欲望层次论述广告形式的艺术化有助于完成其功利性目的。在广告艺术化的同时,艺术也因介入广告从“无用”之物变成了“有意味的形式”。2、表现手段的艺术化。文学、音乐、绘画等传统艺术形式被纳入广告这一高度开放的艺术“容器”,化解成为广告的各种元素,并产生新的形式。3、内容的艺术化。现代广告不再单纯地驻足于表现产品物理信息,而是更乐衷于赋予受众一种情感、意境或是态度,让自己变成一件功利性的艺术品。第三部分论述了广告艺术化对观众的魔咒。表现在三个方面：1、制造审美理念。作为一种实用艺术,广告渗透、反映甚至导引了特定时代的审美理念、审美情趣、审美理想,不断为人们创造新的审美需求和审美标准。2、创造生活方式。广告不仅大胆地捕获审美潮流,还在为大众制造着一种新的审美生活方式。3、制造消费心理。现代商业广告的基本话语方式就是通过刺激消费者产生欲望来达成消费。广告围绕消费欲望产生了独特的叙事模式：“满足——创造”和“创造——满足”,刺激消费者产生需求完成消费。第四部分论述了对广告艺术化的反思,中国广告艺术虽然正在不断的成熟,但在高速发展中存在误区,主要表现在：对虚幻的过度美化,回避现实；对艺术品的过度消解,造成人们审美水平的下降,崇尚拜物,引发受众新一轮的空虚；有一些广告存在内容上的不道德,为了片面追求销售导致了虚假、传播色情等；广告创意媚俗化,以赤裸裸的金钱动机为动力来迎合一部分人追求刺激和神秘欲望的心理。广告艺术的发展是时代的发展,我们呼唤真正健康的广告艺术。
[Abstract]:Advertising is the product of market economy. With the rapid development of economy, advertising artistry has become a cultural landscape of contemporary social life, which has a profound impact on people's daily life and aesthetic appreciation. At present, scholars have different opinions on the artistry and aesthetic value of advertising, so it is necessary and urgent to discuss advertising art theoretically. This paper attempts to study this new subject systematically from the point of view of literature and art, combining the present situation of advertising development and the actual advertising examples in real life, advertising phenomenon. This paper is divided into four parts: The first part discusses the aestheticization of daily life and the artistry of modern commercial advertisement. With the aestheticization of daily life and the daily life of aesthetics, modern commercial advertisements in China and the West have a clear artistic track. Therefore, advertising should be regarded as a practical art. The second part discusses the strategy of modern commercial advertisement artistry. It is divided into three aspects: 1, the art of form. Discussing the artistry of advertising form from the level of human desire helps to accomplish its utilitarian purpose. At the same time, art has changed from "useless" to "meaningful form". Literature, music, painting and other traditional art forms are brought into the highly open art "container" of advertising, which dissolves various elements of advertising, and produces new form. 3, artistry of content. Modern advertising is no longer simply to express product physical information, but more happy to endow the audience with an emotion, artistic conception or attitude, so that they become a utilitarian work of art. The third part discusses the charm of advertising artistry to the audience. Expressed in three aspects: 1, the creation of aesthetic ideas. As a kind of practical art, advertisement permeates, reflects and even guides the aesthetic idea, aesthetic taste, aesthetic ideal of a specific era, and constantly creates new aesthetic needs and aesthetic standards .2for people, and creates a way of life. Advertising not only boldly captures the aesthetic trend, but also creates a new aesthetic life style. The basic discourse of modern commercial advertising is to stimulate consumers to produce desire to achieve consumption. Advertising produces unique narrative patterns around consumption desire: "contentment-creation" and "creation-satisfaction", which stimulates consumers to produce demand to complete consumption. The fourth part discusses the reflection on the artistry of advertising. Although Chinese advertising art is constantly mature, there are some misunderstandings in the rapid development, which are mainly manifested in: excessive beautification of illusion, avoidance of reality, excessive deconstruction of works of art. Causing people's aesthetic level to decline, advocating worship, causing a new round of emptiness of the audience; there are some advertisements in the content of immoral, in order to one-sided pursuit of sales led to false, spread pornography, advertising creative vulgarization, Motivated by naked monetary motives, it caters to some people's desire for excitement and mystery. The development of advertising art is the development of the times, we call for real healthy advertising art.
【学位授予单位】：杭州师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3;J501

【参考文献】