广告艺术的文化美学阐释

发布时间：2018-07-26 18:13

【摘要】： 广告艺术是随着时代的演进而诞生的一个惹人注目的新课题,将广告进行文本分析,并把它作为近现代社会的一种美学现象、社会文化现象研究是当今文化美学研究的一个热点。尤其进入21世纪,随着我国全民意识的转变和大众媒介的兴起,广告不但以急剧膨胀的速度席卷了我们经济生活的每一个角落,成为大众生活中不可缺少的一部分。并且,广告作为商业手段以一种"美"的形式在我们面前重新绽放,开始摆脱被动的角色定位,在受众的消费生活中争取独立的话语权。精致煸情的文学话语和艺术的表现方式把广告的商业目的深深隐藏起来。类似“有‘美的',生活会更美的”、“喝绿茶,好心情”等等诸如此类的广告语言在广告中不仅充当文化角色,还在生活中灌输关于完美生活的意识观念,对受众的审美意识实施一种隐形控制,以此影响我们的审美趋向和价值标准;另一方面,广告借助大众媒介的技术手段,通过图片文本编织的“仿象”世界结合广告话语使受众通过商品获得一种自我满足的感受,有时已经远远超过了拥有商品本身的欲望。广告已不是纯粹的经济现象,而是与人们的生活紧密胶着在一起的社会文化现象。而商品是如何成为人们自我满足的意义载体的?这就是广告,广告文本对意识观念的创造及对意义的复制。这里以广告作为研究对象就是要解读广告,解答它在审美趣味和审美标准等精神层面对大众起到怎样的影响?又是通过什么方式作用于人,影响人的?本文对西方关于广告的研究方法和理论进行了批判地接收和引进,结合中国的广告现象及大众文化理论,力图尝试一种能够解释本土文化现象的理论方法。本文采取从文化美学角度切入,综合符号学的方法进行文本分析。针对近年来广告的转变,结合广告的发展脉络,对其外在形式及内在形态、精神内核,和深层意义深入剖析。本文分为二大部分分别阐释商业广告作为以功利性为目的的商业形式所具有的独特的文化美学价值及其在现代社会中对人们审美意识的多方面影响。
[Abstract]:Advertising art is a new topic which is born with the evolution of the times. It is an aesthetic phenomenon in the modern society. The study of social and cultural phenomena is a hot spot in the study of cultural aesthetics, especially in twenty-first Century, with the change of the national consciousness and the mass media. Rising, advertising has not only swept across every corner of our economic life, but also became an indispensable part of the public life. As a commercial means, advertising is re blooming in the form of "beauty" in front of us, starting to get rid of the passive corner and striving for independent discourse in the audience's consumption life. The commercial purposes of the literary discourse and the art of exquisite stir fry the commercial purpose of the advertisement. Similar to "beautiful", "life will be more beautiful", "drink green tea, good mood" and so on, such ads not only act as a cultural role in advertising, but also instil a sense of consciousness about the perfect life in the living, and to the subject. The aesthetic consciousness of the public implements a stealth control which affects our aesthetic trends and value standards; on the other hand, advertising uses the technical means of the mass media to obtain a feeling of self satisfaction through the merchandise through the "imitation" world woven by the picture text, which is sometimes far more than the owner. The desire of the product itself. Advertising is not a purely economic phenomenon, but a social and cultural phenomenon that is closely related to people's life. And how does a commodity become the carrier of the meaning of self satisfaction? This is the advertisement, the creation of the concept of consciousness and the reproduction of the meaning of the sense.
Advertising is the object of the study, which is to interpret advertising and answer how it affects the public in the spirit of aesthetic taste and aesthetic standards, and what is the way to affect people and influence people? This article critically receives and introduces the research methods and theories about advertising in the west, and combines Chinese advertising. This paper tries to try a theoretical method that can explain the phenomenon of local culture. This paper analyzes the text from the angle of cultural aesthetics and the method of comprehensive semiotics. In the light of the transformation of advertising in recent years and the development context of advertising, it has a deep deep meaning in the form and inner form, the spirit kernel and the deep meaning. This article is divided into two parts to explain the unique cultural aesthetic value of commercial advertising as a commercial form aimed at utilitarianism and its multifaceted influence on people's aesthetic consciousness in modern society.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

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