论后现代主义对中国广告创作的影响
发布时间：2018-12-25 12:54
【摘要】： 当前经济全球化和信息技术的不断推进与发展,带来了新一轮世界经济、政治、文化的革新,也宣告了后现代的到来。伴随着这种新兴的社会思潮的出现,艺术设计的各个领域发生了崭新的变化,形成了后现代主义设计的传播新形式。本文笔者是站在后现代主义背景之上,以广告设计的后现代渊源、表现的类别以及中国广告设计对后现代潮流的反应作为研究重点,对中国后现代广告的未来发展进行了分析与探讨。文中把后现代广告设计表现手法划分为:复古形式的表现、手绘形式的表现、文字创意型、意识形态型、数码科技型、夸张荒诞型、摄影综合型这七种形式进行梳理。同时,还以中国传统文化和西方后现代文化相交融的视角对中国上个世纪八十年代、九十年代和本世纪初三个时期出现的后现代主义广告风格进行剖析。最后给以结论:中国的后现代广告创作既要吸收西方后现代主义广告的创意方法和创意理念,又要防范后现代主义广告所带来的负面影响,尤其是中国的本土广告要注重在传统文化中汲取创意源泉,结合后现代广告设计的特征创作出中国特色的广告风格,以达到整合并操作本土文化资源,开拓中国后现代广告的创新思维,提升后现代广告创作价值的目的,最终创作出具有中国后现代民族性的广告作品。
[Abstract]:The current economic globalization and the continuous development of information technology have brought a new round of world economy, politics, cultural innovation, but also announced the arrival of post-modern. With the emergence of this new social trend of thought, new changes have taken place in various fields of art design, forming a new form of communication of postmodernism design. The author of this paper is standing on the background of post-modernism, focusing on the post-modern origin of advertising design, the categories of expression and the response of Chinese advertising design to the post-modern trend. This paper analyzes and discusses the future development of post-modern advertising in China. In this paper, the postmodern advertising design techniques are divided into seven forms: retro form, hand-painted form, text creative type, ideological type, digital science and technology type, exaggeration absurdity type, photography comprehensive type, these seven forms are combed. At the same time, from the perspective of the blending of Chinese traditional culture and western postmodern culture, this paper analyzes the postmodernism advertising style of China in the 1980s, 1990s and early 2000s. Finally, it is concluded that China's post-modern advertising creation should absorb the creative methods and ideas of western postmodernism advertising, and prevent the negative influence of post-modernism advertising. In particular, local advertising in China should pay attention to drawing creative sources from traditional culture, and combine the features of post-modern advertising design to create advertising styles with Chinese characteristics, so as to integrate and operate local cultural resources. To explore the innovative thinking of Chinese postmodern advertising, to promote the value of postmodern advertising, and finally to create Chinese post-modern national advertising works.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3
本文编号：2391156
[Abstract]:The current economic globalization and the continuous development of information technology have brought a new round of world economy, politics, cultural innovation, but also announced the arrival of post-modern. With the emergence of this new social trend of thought, new changes have taken place in various fields of art design, forming a new form of communication of postmodernism design. The author of this paper is standing on the background of post-modernism, focusing on the post-modern origin of advertising design, the categories of expression and the response of Chinese advertising design to the post-modern trend. This paper analyzes and discusses the future development of post-modern advertising in China. In this paper, the postmodern advertising design techniques are divided into seven forms: retro form, hand-painted form, text creative type, ideological type, digital science and technology type, exaggeration absurdity type, photography comprehensive type, these seven forms are combed. At the same time, from the perspective of the blending of Chinese traditional culture and western postmodern culture, this paper analyzes the postmodernism advertising style of China in the 1980s, 1990s and early 2000s. Finally, it is concluded that China's post-modern advertising creation should absorb the creative methods and ideas of western postmodernism advertising, and prevent the negative influence of post-modernism advertising. In particular, local advertising in China should pay attention to drawing creative sources from traditional culture, and combine the features of post-modern advertising design to create advertising styles with Chinese characteristics, so as to integrate and operate local cultural resources. To explore the innovative thinking of Chinese postmodern advertising, to promote the value of postmodern advertising, and finally to create Chinese post-modern national advertising works.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3
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1 谈飞;论后现代主义对中国广告创作的影响[D];湖北美术学院;2007年
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