消费社会境遇中广告审美文化的批判与建构

发布时间：2019-02-23 20:10

【摘要】：我国已经进入消费社会转型期。消费社会的来临,表征着广告的生产和消费逐步由重物质需求趋向重精神愉悦,由合规律、合目的走向合乎美。广告促进了人们消费观念的变化,新品味、新时尚、新秉性和新体验得以广泛传播。然而,消费社会境遇中,广告以美学为外衣,以商业诉求为皈依进行审美创设,广告审美文化难免出现腐化和变质的审美异化现象,甚至已经遮蔽了广告美学存在的价值和意义。本文定位于美学研究范畴,历史地、辩证地考察研究广告审美文化的嬗变逻辑。文章以广告审美文化为研究核心,全面、系统、深入剖析广告美的生产、接受实践,力求对广告审美异化现象进行深入批判并予以匡正。首先,文章对异化现象形成的背景进行深入考察分析,全面把握消费社会形成、广告市场发展以及广告审美异化现象之间的脉络及内在逻辑;接着,文章考溯消费社会的历史演变后发现,从生产型社会向消费性社会的转变,也就是从现代向后现代的转变。消费既满足人们的生产生活需求,也负载着人们的伦理、价值、审美、意识和社会关系体系,因此它是人们生活世界的基本方式和经验;然后,文章专门对消费与欲望、审美、广告这三者之间的关系进行深入考辨,认为当今世界出现了消费、欲望、审美、广告相聚合的文化景观;再次,文章站在消费社会角度,由表及里,逐层剥离广告审美表象,深入到广告审美内核来审视广告美和艺术的生产、传播与接受实践,以批判的视野探讨广告审美所面临的泛化、异化困境。广告审美异化景象,实际上是美学规则“缺席”而引发出审美滑落的苦果。广告审美规则的“缺席”,就会使广告审美活动“失控”而进一步偏离审美轨道。当下广告审美文化所暴露出的诸多问题,尤其需要审美规则的“在场”。保证审美规则“在场”,可以监督和批判广告审美文化的“异化”表现,使广告审美文化领域成为传播美和弘扬美的场所。最后,本文尝试提出建构广告审美文化的设想及理论架构,探索超越广告单纯追求商业功利的模式,探寻新的广告审美活动规律,建立以“真、善、美”为皈依,融商业行为与审美功能于一体的广告审美新模式,以适应新时代的呼唤与要求。“真”、“善”、“美”的统一,是促进当代审美文化的发展,让人们在愉悦的审美氛围中享受人生、塑造人生的基石,是现代广告发展与完善所追求的目标价值。
[Abstract]:Our country has entered the transition period of consumer society. The coming of the consumer society means that the production and consumption of advertisement is gradually changing from the material demand to the spiritual pleasure, from the law of cooperation and the goal to the beauty. Advertising promotes the change of people's consumption concept, new taste, new fashion, new personality and new experience. However, in the consumer society, advertising takes aesthetics as its cloak and commercial appeal as its conversion for aesthetic creation. The aesthetic culture of advertisement inevitably appears the phenomenon of corruption and deterioration of aesthetic alienation. It has even obscured the value and significance of the existence of advertising aesthetics. This paper, in the category of aesthetic research, dialectically examines the evolution logic of advertising aesthetic culture. The article takes the advertising aesthetic culture as the core, comprehensively, systematically, deeply analyzes the production of advertisement beauty, accepts the practice, and makes every effort to criticize and correct the phenomenon of advertising aesthetic alienation. First of all, the article makes a thorough investigation and analysis on the background of alienation phenomenon, and comprehensively grasps the context and internal logic between the formation of consumer society, the development of advertising market and the phenomenon of advertising aesthetic alienation. Then, the article traces the historical evolution of the consumer society and finds that the transformation from the productive society to the consumer society is from modern to postmodern. Consumption not only meets the needs of people's production and life, but also loads people's ethics, value, aesthetics, consciousness and social relationship system, so it is the basic way and experience of people's life world. Then, the article specially discusses the relationship between consumption and desire, aesthetics and advertising, and thinks that the cultural landscape of consumption, desire, aesthetics and advertising converge in today's world. Thirdly, from the point of view of consumer society, the article deletes the aesthetic appearance of advertising from the outside to the inside, and goes deep into the aesthetic core of advertising to examine the production, dissemination and acceptance of advertising beauty and art. This paper discusses the generalization and alienation dilemma of advertising aesthetics from a critical perspective. In fact, the aesthetic alienation of advertisement is the result of aesthetic decline caused by the absence of aesthetic rules. The absence of advertising aesthetic rules will make advertising aesthetic activities "out of control" and further deviate from the aesthetic track. In the present advertising aesthetic culture, many problems are exposed, especially the presence of aesthetic rules. To ensure the "presence" of aesthetic rules can supervise and criticize the expression of "alienation" of advertising aesthetic culture and make the field of advertising aesthetic culture become the place where beauty can be spread and promoted. Finally, this paper tries to put forward the assumption and theoretical framework of constructing advertising aesthetic culture, explore the mode of transcending the commercial utility of advertising, explore the new pattern of advertising aesthetic activity, and establish the conversion of "truth, goodness and beauty". The new pattern of advertising aesthetics, which integrates commercial behavior and aesthetic function, can meet the needs of the new era. The unity of "truth", "good" and "beauty" is to promote the development of contemporary aesthetic culture, to let people enjoy life in a pleasant aesthetic atmosphere, and to shape the cornerstone of life, which is the goal value pursued by the development and perfection of modern advertising.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524;F713.8

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