媚雅广告女性形象文化透视
发布时间：2018-07-25 10:50
【摘要】：影视广告作为视听合一的大众传播方式,以它独特的魅力,越来越多地影响着人们的生活,影视广告已不再被看做单纯的商业产品,更多时候人们从艺术的角度欣赏它、要求它。这种情势下,以唯美叙事的媚雅广告应运而生。本文拟以影视广告中对女性文化形象的塑造和传播为切入点,透视女性形象的审美化处理,构建出超越商品的符号价值,从而探讨以女性形象为主打手段的媚雅广告引领广告文化健康发展,从而使之成为一种时尚消费文化。
[Abstract]:As a way of mass communication, film and television advertising, with its unique charm, has more and more influence on people's lives. Film and television advertising is no longer seen as a simple commercial product, but more often people appreciate it from an artistic point of view. Ask it. In this situation, the beautiful narrative of the Mayan advertising came into being. This article intends to take the portrayal and dissemination of the female cultural image in the film and television advertisement as the breakthrough point, to penetrate the aesthetic treatment of the female image, and to construct the symbolic value beyond the commodity. Therefore, this paper discusses the female image as the main means to lead to the healthy development of advertising culture, so as to make it a fashion consumption culture.
【作者单位】： 河北经贸大学;
【分类号】：J524.3
[Abstract]:As a way of mass communication, film and television advertising, with its unique charm, has more and more influence on people's lives. Film and television advertising is no longer seen as a simple commercial product, but more often people appreciate it from an artistic point of view. Ask it. In this situation, the beautiful narrative of the Mayan advertising came into being. This article intends to take the portrayal and dissemination of the female cultural image in the film and television advertisement as the breakthrough point, to penetrate the aesthetic treatment of the female image, and to construct the symbolic value beyond the commodity. Therefore, this paper discusses the female image as the main means to lead to the healthy development of advertising culture, so as to make it a fashion consumption culture.
【作者单位】： 河北经贸大学;
【分类号】：J524.3
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