消费文化背景下户外广告视觉形态的研究

发布时间：2018-07-02 22:32

本文选题：消费 + 消费文化　；参考：《河南大学》2006年硕士论文

【摘要】： 现代消费由过去对商品使用价值的重视转向对商品形象和意义的追求,进而消费不仅是一个经济过程也是一个文化过程。为消费行为寻找意义和依据的消费文化以信息的极大丰富和形象的急速增长来操纵人们的价值观念和消费方式。形象成为这个时代最富裕的日常生活资源,在人们生活的公共空间,户外广告以大量的视觉形象传达着广告的诉求,蕴藏着社会文化的新信息,促进了经济发展,成为塑造城市面貌与性情的主角之一。户外广告作为广告媒介的重要形式在现代社会中的影响越来越显著。进入信息化社会后,科学技术的发展为满足人们消费提供了丰富的物质手段和场所以及大量的闲暇时间,为户外广告视觉形态设计开辟了新的自由空间,并为视觉图像的发展带来了深远的影响。一定的社会文化背景就产生一定的广告促销形式。户外广告被消费文化包围的同时也必然受到消费文化的支配和影响。因此,当今户外广告的视觉形态所呈现的种种现状与态势,离不开消费社会的背景和消费文化的渗透与推动,使户外广告的视觉形态也越来越多的承载了消费文化的特征和文化内涵。进行户外广告视觉形态发展变化的研究,离不开它和消费与消费文化之间的关系的探讨。本文在归纳总结户外广告的视觉形态在不同历史时期的发展过程的基础上,分析了户外广告不同种类媒介形态的特点,对户外广告媒介的优势进行探讨;深入阐述了消费文化影响下户外广告视觉形态所呈现的特点,为更新户外广告视觉形态创意设计的理念提供了思路。以期在当前户外广告迅速膨胀的态势下,为我国户外广告的良性发展提供更多的思考空间。
[Abstract]:Modern consumption has changed from the emphasis on the use value of commodities to the pursuit of the image and significance of commodities, and consumption is not only an economic process but also a cultural process. Consumer culture, which seeks meaning and basis for consumer behavior, manipulates people's values and consumption patterns with the great enrichment of information and the rapid growth of image. Image has become the richest daily life resource in this era. In the public space of people's life, outdoor advertising conveys the demands of advertising with a large number of visual images, contains new information of social culture, and promotes economic development. Become one of the protagonists who shape the appearance and temperament of the city. As an important form of advertising media, outdoor advertising has become more and more important in modern society. After entering the information society, the development of science and technology provides abundant material means and places and a lot of leisure time for satisfying people's consumption, and opens up a new free space for the visual form design of outdoor advertisement. And has brought the profound influence for the visual image development. A certain social and cultural background produces a certain form of advertising promotion. Outdoor advertising is surrounded by consumer culture, but also bound to be dominated and influenced by consumer culture. Therefore, the present situation and situation of the visual form of outdoor advertising are inseparable from the background of consumer society and the penetration and promotion of consumer culture. The visual form of outdoor advertising is also more and more bearing the characteristics and cultural connotation of consumer culture. The study on the development and change of outdoor advertising visual form is inseparable from the discussion of the relationship between consumption and consumption culture. On the basis of summing up the development process of the visual form of outdoor advertising in different historical periods, this paper analyzes the characteristics of different kinds of media forms of outdoor advertising, and probes into the advantages of outdoor advertising media. The characteristics of outdoor advertising visual form under the influence of consumer culture are expounded in depth, which provides a way to update the creative design concept of outdoor advertising visual form. In order to provide more thinking space for the benign development of outdoor advertising in our country under the current situation of rapid expansion of outdoor advertising.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：J524.3

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