消费主义语境下的商业摄影
发布时间：2018-12-12 02:43
【摘要】：商业摄影是广告活动中最常使用的一种展示商品的手段，它不同于其他摄影，不仅具有独特的艺术表现形式，，还具有审美性与功利性、艺术性与商业性等双重身份。当今在以消费文化为主的大背景下，商业摄影作为一个特殊的艺术形态，呈现出明显的视觉性特征。也可以这么说，商业摄影独特的视觉风格最有力地印证了消费文化时代的到来，为消费主义价值观的建立起到了推动的作用。 消费文化下的商业摄影，导致了视觉消费模式的形成，消费者除消费产品本身以外，还有消费这些产品象征的荣耀、地位、情调以及品味，并以审美愉悦和感性体验引领着时尚。因此作为传递商品信息的主要承载者，商业摄影在培养大众成为消费者、刺激消费的过程中推动着经济的发展。商业摄影显然已成为一种传递商业信息的代言者，已经超越了经济和商业层面，而且更多指涉到了语言符号学与艺术审美等层面，并改变着人们的消费理念和生活方式。同时，经济的发展也给商业摄影添加了无形的动力。当数码摄影技术在当今不断成熟并介入到商业摄影之后，给商业摄影的冲击力远远超出了人们的想象。如今，随着科技、社会的进步，从我们居住的城市到乡村，每天都看到大量的色彩斑斓的巨幅海报以及商业摄影广告，历史上从没有任何一个阶段会出现这么集中的视觉形象和这么密集的视觉信息。我们正在进入图像时代。 商业摄影，作为诞生于商业社会并具有独特的艺术形态的摄影门类，凭借其独特的视觉、直观或抽象的影像来作用消费社会中人的精神生活。它已愈加开放的视觉表现风格和越来越艺术化的影像来表现产品，成为当今社会的一种最具冲击力的广告传播媒介。
[Abstract]:Commercial photography is one of the most commonly used means to display commodities in advertising activities. It is different from other photography. It not only has a unique form of artistic expression, but also has a dual identity of aesthetic and utilitarian, artistic and commercial. Nowadays, under the background of consumer culture, commercial photography, as a special artistic form, presents obvious visual features. It can also be said that the unique visual style of commercial photography is the most powerful proof of the arrival of the consumer culture era, and played a role in promoting the establishment of consumerism values. Commercial photography under consumer culture has led to the formation of visual consumption patterns. In addition to the consumer products themselves, consumers also consume the glory, status, sentiment and taste of the symbols of these products. And with aesthetic pleasure and emotional experience to lead the fashion. Therefore, as the main carrier of commodity information, commercial photography promotes the development of economy in the process of cultivating the masses to become consumers and stimulating consumption. It is obvious that commercial photography has become a kind of endorser to convey commercial information, which has transcended the economic and commercial aspects, and more involved in linguistic semiotics and artistic aesthetics, and has changed people's consumption concept and way of life. At the same time, the development of the economy also adds invisible impetus to commercial photography. As digital photography technology matures and gets involved in commercial photography, the impact on commercial photography is far beyond people's imagination. Today, with the progress of technology and society, from the cities we live in to the countryside, we see a lot of colorful posters and commercials every day. Never in history has there been such a concentration of visual images and such dense visual information. We are entering the image age. Commercial photography, as a kind of photography, which is born in the commercial society and has a unique artistic form, uses its unique visual, intuitive or abstract images to influence the spiritual life of people in the consumer society. It has become more and more open visual expression style and more artistic image to express the product, and has become one of the most powerful advertising media in today's society.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J41
本文编号：2373748
[Abstract]:Commercial photography is one of the most commonly used means to display commodities in advertising activities. It is different from other photography. It not only has a unique form of artistic expression, but also has a dual identity of aesthetic and utilitarian, artistic and commercial. Nowadays, under the background of consumer culture, commercial photography, as a special artistic form, presents obvious visual features. It can also be said that the unique visual style of commercial photography is the most powerful proof of the arrival of the consumer culture era, and played a role in promoting the establishment of consumerism values. Commercial photography under consumer culture has led to the formation of visual consumption patterns. In addition to the consumer products themselves, consumers also consume the glory, status, sentiment and taste of the symbols of these products. And with aesthetic pleasure and emotional experience to lead the fashion. Therefore, as the main carrier of commodity information, commercial photography promotes the development of economy in the process of cultivating the masses to become consumers and stimulating consumption. It is obvious that commercial photography has become a kind of endorser to convey commercial information, which has transcended the economic and commercial aspects, and more involved in linguistic semiotics and artistic aesthetics, and has changed people's consumption concept and way of life. At the same time, the development of the economy also adds invisible impetus to commercial photography. As digital photography technology matures and gets involved in commercial photography, the impact on commercial photography is far beyond people's imagination. Today, with the progress of technology and society, from the cities we live in to the countryside, we see a lot of colorful posters and commercials every day. Never in history has there been such a concentration of visual images and such dense visual information. We are entering the image age. Commercial photography, as a kind of photography, which is born in the commercial society and has a unique artistic form, uses its unique visual, intuitive or abstract images to influence the spiritual life of people in the consumer society. It has become more and more open visual expression style and more artistic image to express the product, and has become one of the most powerful advertising media in today's society.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J41
【参考文献】
相关期刊论文 前1条
1 周来祥;;荒诞和荒诞的后现代主义[J];文艺研究;1995年06期
本文编号：2373748
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