广告文本的视觉文化研究
发布时间：2018-11-15 19:41
【摘要】： 当今社会已进入了一个视觉文化时代:电视、电影、报纸、杂志、互联网等媒体正日益制造和传播着各种各样的视觉符号,现代文化正在脱离以语言为中心的理性主义形态,在现代传播科技的作用下,日益转向以视觉为中心,特别是影像为中心的感性主义形态。 在这里,广告已经成为名副其实的视觉帝国。它远远超出一般商品消费与促销范畴,成为编码人们欲望和意识的重要手段,亦是视觉文化研究进军大众文化领域的重镇。广告视觉文化的传播,不但推动着一种文化形态的转变和形成,也标志一种新传播理念的萌生与拓展。这些,都在极大地影响着我们文明的进程。 本论文在内容构成上,包括绪论部分和主体部分(共四章),其结构形式具体安排如下: 绪论部分主要介绍了广告文本及视觉文化的国内外研究情况和问题,以及本论文的写作角度和理论创新之处。 第一章属于概念界定和研究概述部分。首先对文本与广告文本、文化研究与视觉文化研究分别作以概念界定和理论阐述,最后探讨了将广告文本分析置于视觉文化研究体系的可行性与必要性。 第二章是从视觉文化角度对广告文本发展历程作以梳理。具体包括三个阶段:一是语言文字为中心的插图时代。该阶段广告文本的创作更多的是对语言文字、韵律诗歌的追求。二是从图文并行发展到图文统一的阶段。在这一阶段,文案与平面设计之间的关系及处理由各自独立趋向浑然一体。三是广告形象主导的读图时代。广告文本借助日益强大的媒介,其视觉表现形式被赋予了无限可能性。 第三章与第四章是本论文的重点部分。当代广告文本的视觉文化与以往相比,更加深刻地影响着我们的生产、消费与日常生活,甚至影响着我们的世界观、人生观与价值观。因而,对当代广告文本视觉文化的解读与分析,具有非比寻常的理论意义与现实意义。第三章便是对当代广告文本视觉文化的解读。首先从作为“生产者式”的广告文本展开阐述,分析了广告文本的商品性、易读性与互文性;其次对广告文本的叙事表现加以解读,并着重分析了现实主义叙事方式在广告中的运用;最后对广告文本与受众的互动分析加以阐述并引入了意识形态分析方法。视觉文化研究是一种视觉性社会理论,视觉性最核心的结构元素就是看与被看的关系,对于广告文本分析来说,就是要重视谁在看、如何看以及广告文本作为外部形成或对象与受众内部思想过程的互动关系等方面的研究与分析。 第四章是将广告视觉文化纳入消费社会这一语境下,分别从三个不同视角对广告视觉文化发展过程中出现的问题与隐患给予关注和思考。从政治经济学视角来看,符号商品被赋予社会价值,广告视觉文化成为商品拜物教的布道者;从符号学视角来看,广告视觉符号在日益丰盈繁杂的同时,日益显现出自身的价值危机;从社会学视角来看,透过广告文本对“文化平等”与“文化民主”的制造表象,社会文化的深层次隐忧也值得我们关注。
[Abstract]:Nowadays, the modern society has entered a visual and cultural era: the media such as television, film, newspaper, magazine, internet, etc. are increasingly making and transmitting various visual symbols, and the modern culture is in the form of a rationalism centered on the language, and under the function of modern communication science and technology, An inductive form that increasingly turns to the center of vision, especially the image. Here, the ad has become a vice. In fact, the visual empire. It is far beyond the category of general merchandise consumption and promotion, and becomes an important means of encoding people's desire and consciousness. It is also a visual cultural research into the public. The communication of the visual culture of the advertisement not only promotes the transformation and formation of a cultural form, but also marks a new transmission mechanism. The initiation and expansion of the thought, all of which are greatly influenced. The process of our civilization. This paper is composed of the content of the content, including the introduction part and the main part. The specific arrangement of its structure is as follows: The introduction section mainly introduces the research of the advertising text and the visual culture at home and abroad The situation and problems, as well as the angle of writing of this paper and The first chapter is the definition of the concept and the summary of the research. First, the text and the text of the advertisement, the study of culture and the study of the visual culture are set forth in terms of the concept and the theory. Finally, it is discussed that the analysis of the advertising text in the visual culture research system can The second chapter is the visual culture An analysis of the course of the development of the advertising text, including three stages: one is the language The text-centric illustration age. The stage of advertising The creation of this book is more of the pursuit of the language and the prosodic poetry. The stage of the unity of the text. At this stage, the text The relationship between the case and the graphic design and the process are integrated with each other. Image-led era of reading. The text of the advertisement is by means of an increasingly The third and the fourth chapter are the key parts of this paper. The visual culture of modern advertising texts Compared with the past, it has a more profound influence on our production, consumption and daily life, and even the world The view, the outlook on life and the value. Therefore, the text of contemporary advertisement The interpretation and analysis of the visual culture has the non-ordinary theoretical and practical significance. The third chapter is the interpretation of the visual culture of the modern advertising text. Firstly, the article expounds the commercial nature of the advertisement text from the advertisement text which is the 鈥減roducer type鈥，
本文编号：2334256
[Abstract]:Nowadays, the modern society has entered a visual and cultural era: the media such as television, film, newspaper, magazine, internet, etc. are increasingly making and transmitting various visual symbols, and the modern culture is in the form of a rationalism centered on the language, and under the function of modern communication science and technology, An inductive form that increasingly turns to the center of vision, especially the image. Here, the ad has become a vice. In fact, the visual empire. It is far beyond the category of general merchandise consumption and promotion, and becomes an important means of encoding people's desire and consciousness. It is also a visual cultural research into the public. The communication of the visual culture of the advertisement not only promotes the transformation and formation of a cultural form, but also marks a new transmission mechanism. The initiation and expansion of the thought, all of which are greatly influenced. The process of our civilization. This paper is composed of the content of the content, including the introduction part and the main part. The specific arrangement of its structure is as follows: The introduction section mainly introduces the research of the advertising text and the visual culture at home and abroad The situation and problems, as well as the angle of writing of this paper and The first chapter is the definition of the concept and the summary of the research. First, the text and the text of the advertisement, the study of culture and the study of the visual culture are set forth in terms of the concept and the theory. Finally, it is discussed that the analysis of the advertising text in the visual culture research system can The second chapter is the visual culture An analysis of the course of the development of the advertising text, including three stages: one is the language The text-centric illustration age. The stage of advertising The creation of this book is more of the pursuit of the language and the prosodic poetry. The stage of the unity of the text. At this stage, the text The relationship between the case and the graphic design and the process are integrated with each other. Image-led era of reading. The text of the advertisement is by means of an increasingly The third and the fourth chapter are the key parts of this paper. The visual culture of modern advertising texts Compared with the past, it has a more profound influence on our production, consumption and daily life, and even the world The view, the outlook on life and the value. Therefore, the text of contemporary advertisement The interpretation and analysis of the visual culture has the non-ordinary theoretical and practical significance. The third chapter is the interpretation of the visual culture of the modern advertising text. Firstly, the article expounds the commercial nature of the advertisement text from the advertisement text which is the 鈥減roducer type鈥，
本文编号：2334256
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