电视广告与动像视听修辞的美学特征

发布时间：2018-10-11 14:13

【摘要】： 影像修辞的研究范围从静态扩展到了动态,并以电视作为媒介,一方面,广告使电视成为技术性艺术,电视与电影技术构成的不同造成了影像表现、受众与影像之间审美关系还有接受心态的迥异;另一方面,电视打破平面广告的静止状态及构图局限,赋予广告图像逼真性和运动性,同时,它也突破了广播广告的纯声音形象。为此,集图像、声音和文字为一体的电视,对所有营销工具甚至包括网络广告进行了整合传播。电视广告的传播不再以宣传服务、告知商品作为主要功能,而是通过镜头叙事为商品创造更多的附加值和深层的文化意义,其中,中国传统美学也为中国电视广告创造方向的选择提供了基础性的文化依存。电视广告的叙事遵循着主体对客体(商品)“缺失→寻求→拥有”的内在深层逻辑,同时,形式表现的千变万化又与动像修辞紧密相联。据此,笔者从国内外经典广告作品中选出十种具有代表性的动像视听修辞,并且结合电视、广告、美学、叙事学、符号学、形式学、文化学、心理学的相关理论进行评析,拟图阐明电视广告与动像视听修辞的美学特征。
[Abstract]:The research scope of image rhetoric has been expanded from static to dynamic, and television is used as a medium. On the one hand, advertising makes television a technical art, and the difference between TV and film technology results in image performance. On the other hand, TV breaks the static state and the composition limitation of the plane advertisement, endows the advertisement image lifelike and the movement, at the same time, It also breaks through the pure sound image of broadcast advertising. To this end, video, sound and text as one of the television, all marketing tools and even online advertising integrated dissemination. The dissemination of television advertisements no longer takes propaganda services as the main function of informing goods, but creates more added value and deeper cultural significance for commodities through lens narration, among which, Chinese traditional aesthetics also provides the basic cultural interdependence for the choice of the direction of Chinese TV advertisement creation. The narration of TV advertisement follows the inner and deep logic of the subject "seeking for possession" to the object (commodity). At the same time, the variety of forms is closely related to the figure of speech of moving image. Based on this, the author selects ten representative audio-visual figures of action from the classical advertising works at home and abroad, and comments on the relevant theories of television, advertising, aesthetics, narratology, semiotics, formalism, culturology and psychology. The drawing illustrates the aesthetic features of TV advertising and audio-visual rhetoric.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J901

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