现代广告的古典情结

发布时间：2018-06-05 13:36

本文选题：现代广告 + 广告文化　；参考：《西南大学》2008年硕士论文

【摘要】： 广告是现代社会特别是经济活动中不可或缺的经济现象,社会的发展总是受着诸多因素的制约,而文化在其中也起到重要作用,经济行为的发生过程与效果却与广告产生了密切联系,而广告背后有着社会思想文化的影子,一定的文化观念不但左右着广告的发展变化,而且还渗透在广告的内容和形式之中。广告凭借着文化的力量适应受众、吸引受众、取悦受众以达到推销商品获取利润的目的。我们今天的现代广告既体现着广告的经济特性,同时又体现着广告的文化特性。广告不仅是商品信息的载体,也是一种文化形式。广告是一种文化,一种商业文化,一种大众文化。一个广告是由形象、语言、文字、声音和其他要素组成的,其各个方面都深受本国文化传统的影响,从而形成了这个国家的广告风格和特征。广告作为人类社会的一种特殊文化现象,它必然要受到它所属民族文化的深刻影响,在一定程度上可以说是传统文化在一个侧面的反映。就中国现代广告而言,当然就渗透着中华民族特有的价值观念、思维方式、理想人格、道德情感、礼仪风俗和文学艺术观念等传统文化。广告业在我国是古老的,也是年轻的,它太需要凭借和依靠本土文化的支持和滋养。广告商已经千方百计地将广告这一现代意识最强烈的文化形态与中国传统文化的整体乃至细节相互融合,将中华民族最古老、最朴素的思想情绪注入现代商业广告的血脉中。现代广告与传统文化达到了空前的融合,从表现形式到文化内涵无不包含难解难分的古典情结——传统文化,深深打上了传统文化的烙印。现代广告与中国固有的文化传统发生着碰撞、融合的复杂联系,并兼顾对西方文化的汲取才能够开辟出无比广阔的发展空间。本文拟以现代广告的案例入手,讨论现代广告中呈现的古典情结的寓意及其表现形式,分析现代广告与传统文化走向合谋的可能性,进而阐释具有中国特色现代广告的可能性。第一部分从大众文化的诉求、受众心理需要、广告创作的策略、传统文化的支撑四个方面探讨现代广告与传统文化的合谋:第二部分研究古典情结的表现形式:典故、诗歌、相声;第三部分探索古典情结的寓意:亲情、怀旧、人文精神;第四部分讨论现代广告与传统文化结合对于现代广告本身以及传统文化的普及意义。
[Abstract]:Advertising is an indispensable economic phenomenon in modern society, especially in economic activities. The development of society is always restricted by many factors, and culture plays an important role in it. The process and effect of economic behavior are closely related to advertising, and there is a shadow of social thought and culture behind the advertisement, and a certain cultural view. It is not only about the development and change of advertising, but also in the content and form of advertising. Advertising is based on the power of culture to adapt to the audience, to attract the audience, to please the audience in order to achieve the purpose of selling goods to gain profit.
Today's modern advertising embodies both the economic characteristics of advertising and the cultural characteristics of advertising. Advertising is not only a carrier of commodity information but also a cultural form. Advertising is a culture, a commercial culture, a mass culture. An advertisement is made up of images, languages, words, sounds and other elements. As a special cultural phenomenon of human society, advertising, as a special cultural phenomenon of human society, is bound to be deeply influenced by its national culture. To a certain extent, it is a reflection of the traditional culture in one aspect. As far as modern Chinese advertising is concerned, it is concerned. Of course, it permeates the traditional culture of the Chinese nation's unique values, the way of thinking, the ideal personality, the moral emotion, the etiquette and the customs and the literary and artistic concepts. The advertising industry is ancient and young in our country. It needs and relies on the support and nourishment of the native culture.
Advertisers have made every effort to integrate the most intense cultural form of modern consciousness with the whole and even details of Chinese traditional culture, and inject the oldest and most simple thoughts of the Chinese nation into the blood of modern commercial advertising. Modern advertising and traditional culture have reached an unprecedented convergence, from expression to culture. The connotation contains the difficult and difficult classical complex - the traditional culture is deeply branded with the traditional culture. The modern advertisement has collided with the inherent cultural tradition of China, the complex link of the fusion and the drawing of the western culture can open up the vast expanse of space.
This paper, starting with the case of modern advertising, discusses the allegory and expression of the classical complex in modern advertising, analyzes the possibility of the modern advertisement and the traditional culture to conspire, and then explains the possibility of modern advertising with Chinese characteristics.
The first part discusses the conspiracy of modern advertising and traditional culture in four aspects: the appeal of mass culture, the psychological needs of the audience, the strategy of advertising creation and the support of traditional culture. The second part studies the expression forms of classical complex: allusions, poetry and crosstalk; the third parts of the classical complex: affection, nostalgia, humanistic spirit; fourth parts. Discuss the significance of the combination of modern advertising and traditional culture for modern advertising itself and traditional culture.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G122

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