美学视域下的后现代广告研究

发布时间：2018-06-12 15:52

本文选题：后现代 + 广告　；参考：《山东师范大学》2011年硕士论文

【摘要】：受后现代思潮的影响,为使广告达到更好的宣传效果,广告设计者纷纷采用一些夺人眼球的后现代表现手法,后现代广告应运而生。后现代广告是对传统广告的突破和反叛,是现代广告力求创新和保持生命活力的一次有益探索和实践。后现代广告作为一种附加商业价值的文化传播载体,必然要通过美的形式来表达,让人们更容易接受。后现代广告不断地走进我们的视野,悄然影响着我们的思维和行动。我们尝试从审美的角度去解读后现代广告,希望能对后现代广告有深入的了解和透视。本文主要从美学角度来审视后现代广告,共分四个部分: 第一部分,后现代广告产生的背景。二十世纪六十年代在欧美兴起的后现代思潮波及全球,冲击了人们的旧有观念,悄然影响着人们的思维、行为、生活、审美等等。在后现代背景下,传统广告表现乏力、黯然失色,后现代广告应运而生。后现代广告的产生是广告设计理念与时俱进的表现,是对传统广告的大胆反叛和革新,具有一定的社会意义。第二部分,后现代广告的审美表现。情感的宣泄是人们无功利审美的过程,正是后现代广告的审美表现。怀旧类后现代广告主要是利用历史和现实的时空巨大反差来加深人们的印象。叛逆类后现代广告主要是利用人们内心深处渴望叛逆、渴望创新的心理诉求来吸引眼球。荒诞类后现代广告主要是运用矛盾的表现手法把不合理、不可能的事物变得合理、可能来使观众获得新奇、陌生、深度的审美感受。情感类后现代广告侧重创造一种情境,引导观众自由自在地体验,使人们获得一种幸福感和满足感。第三部分,后现代广告的审美特征。视觉主宰化是后现代广告的首要特征,大多数广告主要靠良好的视觉感受来吸引消费者;后现代广告不但是在推销商品,还在推销一种意识形态;后现代广告强调对人性的关注,强调以人为本,来争取更多人的共鸣和支持;后现代广告引进大量的娱乐性元素,强化受众的愉悦性体验,以获得大众的广泛关注;后现代广告总是试图捕捉最新的流行元素来引导大家去消费;后现代广告强调尊重个体,尊重个人自由,主张不断解放受压抑的人性;后现代广告有时创设一种情境、氛围、意念等等,让观众作多种解读和理解,妙在各人心。第四部分,后现代广告的审美反思。后现代广告有雅俗之分,雅俗共赏才能推动后现代广告的进一步繁荣发展。同时,我们也要对一些后现代广告的负面影响有清醒认识,自觉抵制其不良影响。
[Abstract]:Influenced by the post-modern trend of thought, in order to achieve better advertising effect, advertising designers have adopted some postmodern expressive techniques, and postmodern ads emerge as the times require. Post-modern advertising is a breakthrough and rebellion to traditional advertising. It is a useful exploration and Practice for modern advertising to strive for innovation and to maintain life vitality. Postmodern advertising, as a carrier of cultural communication with additional commercial value, is bound to be expressed in the form of beauty and makes it easier for people to accept. Postmodern advertisements continue to enter our vision and quietly influence our thinking and action. We try to interpret postmodern advertisements from the aesthetic point of view and hope for Postmodern advertising. There is a deep understanding and perspective.
This article mainly examines post-modern advertisements from an aesthetic perspective, which is divided into four parts.
The first part, the background of postmodern advertising. The postmodern trend of thought, which rose in Europe and America in 1960s, has affected people's old ideas and quietly influenced people's thinking, behavior, life, aesthetics and so on. In the postmodern background, the traditional advertising forms are weak and dark, and postmodern advertisements emerge as the times require. The generation of advertisement is the manifestation of the concept of advertising design advancing with the times. It is a bold rebel and innovation of traditional advertising, and has certain social significance.
The second part, the aesthetic expression of postmodern advertising. Emotional catharsis is the process of people's unutilitarian aesthetic. It is the aesthetic expression of postmodern advertising. The post-modern advertising of nostalgia mainly uses a huge contrast between history and reality to deepen people's impression. The postmodern announcement of the rebellion is mainly to make use of the innermost desire of the people to rebel. The postmodern advertising of absurdity is mainly to use contradictory expressive techniques to make irrational and impossible things reasonable, and to make the audience gain new, unfamiliar, and deep aesthetic feelings. We get a sense of happiness and satisfaction.
The third part, the aesthetic characteristics of postmodern advertising. Visual dominance is the primary feature of postmodern advertising. Most advertisements mainly rely on good visual feelings to attract consumers; post modern advertising is not only selling goods but also selling an ideology; postmodern advertising emphasizes the attention to human nature, emphasizes people first, and strives for more. Many people resonate and support; postmodern advertising introduces a large number of entertainment elements to strengthen the pleasurable experience of the audience to gain widespread public attention; postmodern advertisements always try to capture the latest popular elements to guide people to consume; post modern advertising emphasizes respect for individuals, respect for individual freedom, and advocates constantly emancipating the oppressed. Sex, postmodern advertising sometimes creates a situation, atmosphere, idea, and so on, so that audiences can interpret and understand various kinds of things.
The fourth part is the aesthetic reflection of postmodern advertising. The postmodern advertising has the elegance and vulgarity, which can promote the further prosperity and development of postmodern advertising. At the same time, we should also have a clear understanding of the negative effects of some postmodern advertisements and consciously resist their adverse effects.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：B83

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