超现实主义在影视广告中的艺术表现分析

发布时间：2018-07-23 12:00

【摘要】：超现实主义用它的超时空、非逻辑、怪异感的语汇，创作出奇特、梦幻、悖论的艺术作品，冲击着人的感官引起心灵的震撼。超现实主义的作品展现出来的种种语汇对后世产生深远的影响。超现实主义也同样影响着广告的发展。广告不仅承担着商品信息的传递功能，而且更要承担起建立品牌、赋予商品意义以区别于同类商品的功能。所以影视广告要在受众的头脑中产生深刻印象，，就要选择更能吸引受众，更有意味的形式。而超现实主义作品能再第一时间吸引受众，引发受众思考。所以具有超现实主义特征的影视广告，始终具有自己独特的艺术魅力。本文的研究分析基于哲学、传播学、广告学、美学等学科为理论基础，通过超现实主义绘画作品与广告实例进行对比分析，通过影视广告与历史中的超现实主义的结合，使文章内容更加丰富，有据可寻。文章的第一部分介绍的是超现实主义在影视广告中的表现元素，通过画面的构成、色彩、光线、时间与空间、运动、声音几方面，结合广告实例将影视广告中超现实主义表现元素加以分析，通过影视特有语言角度分析影视广告的新特征。第二部分介绍的是超现实主义在影视广告中的表现特征，将超现实主义影视广告分为夸张的表现手法和意犹未尽的表达两方面。第三部分介绍的是超现实主义在影视广告中应用的批判，通过广告主题表述不明确和制作成本的浪费，分析了超现实主义带给影视广告的不足。全文是以观念的引入，元素的分析，特征的总结，现象的批判这样一个框架结构进行论述。观念的引入是为了界定概念和研究范围，交代事实本身。分析超现实主义存在于影视广告中的表现元素，是为了剖析超现实主义在影视广告中的存在特征。总结特征是为了在影视广告中更好的应用超现实主义，并用批判的眼光看待超现实主义带给影视广告的负面影响，使我们能更清晰的认识到问题的所在。全文旨在用超现实主义的艺术观点看待影视广告的新发展和不足。
[Abstract]:Surrealism creates strange, dreamy and paradoxical works of art with its words of transcendental space and time, non-logic and strange feeling, which impinges the human senses to shock the soul. The works of surrealism have a profound influence on later generations. Surrealism also affects the development of advertising. Advertising not only bears the function of transmitting commodity information, but also bears the function of establishing brand and giving meaning to goods to distinguish them from the same kind of goods. Therefore, in order to impress the audience, it is necessary to choose a more attractive and meaningful form. Surrealist works can attract the audience in the first time and arouse the audience's thinking. Therefore, the film and television advertising with surrealism features always has its own unique artistic charm. The research and analysis of this paper is based on the theories of philosophy, communication, advertising, aesthetics and so on. Through the comparative analysis of surrealist painting works and advertising examples, the combination of film and television advertising and surrealism in history. Make the article more rich, there is evidence to look for. The first part of the article introduces the performance elements of surrealism in film and television advertising, through the composition of the screen, color, light, time and space, movement, sound. This paper analyzes the surrealist elements in the film and television advertisement with the example of advertising, and analyzes the new features of the film and television advertisement from the perspective of the special language of the film and television. The second part introduces the characteristics of surrealism in the film and television advertising, classifies the surrealist film and television advertising into two aspects: hyperbole and expression. The third part introduces the criticism of the application of surrealism in the film and television advertisement. It analyzes the deficiency of the surrealism in the film and television advertisement through the unclear expression of the advertising theme and the waste of the production cost. The full text is to introduce the idea, the element analysis, the characteristic summary, the phenomenon critique such a frame structure to carry on the elaboration. The concept is introduced to define the concept and scope of research, to account for the facts themselves. The purpose of this paper is to analyze the characteristics of surrealism in film and television advertising. Summing up the characteristics is to better use surrealism in film and television advertising, and use critical eyes to look at the negative impact of surrealism on film and television advertising, so that we can clearly understand where the problem lies. The purpose of this paper is to view the new development and deficiency of film and television advertising from the surrealist point of view of art.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

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