法国文化与戛纳广告影片审美取向
发布时间：2019-04-17 13:37
【摘要】：法国是一个有着悠久历史和灿烂文化的国家,她的文化包罗万象,无论是绘画、文学、电影、建筑还是美食或时尚,在全世界都享有盛名。法兰西民族的热情、浪漫与美都包含在它深厚的文化底蕴中。19世纪后,巴黎成为欧洲的文化中心,产生了许多新的文化思潮和流派。法国丰富的文化遗产、先进的思想体系以及发达的经济致使法国的广告业也非常发达,她是世界五个广告大国之一,年广告费在百亿元以上,在戛纳还有闻名世界的国际广告节。因此,可以说法国广告业是世界广告的风向标,法国文化对全球广告都产生了直接影响。 戛纳国际广告节被誉为“广告界的奥林匹克”,这是广告界的一大盛会,能在广告节上获奖的作品都是全球各广告作品中的佼佼者。虽然戛纳国际广告节的作品来自世界各地,评委也来自不同的国家和地区,但由于戛纳广告节地处法国,受到法国文化的浸染和影响,再加上法国广告业极其发达,所以本文将通过案例分析从三个方面说明法国文化对戛纳获奖广告影片审美取向的影响。 首先是对法国文化对戛纳广告获奖影片叙事模式影响的研究,这部分主要是分析获奖影片主题、情节、结构和符号的特征,以及法国文化对这些特征的影响。 其次是从戛纳获奖广告影片的美学风格方面着手,着重叙述法国文化思潮中的浪漫主义风格、超现实主义风格、后现代主义风格以及意识形态风格在戛纳获奖影片中的体现和运用。 复次是论述法国文化对戛纳获奖广告影片在创意模式方面的影响,笔者把这些创意模式分为五个原则：美与艺术至上的原则、观念至上的原则、性与幽默诉求为中心原则、广泛运用时尚流行符号元素原则。本文将例证这些原则中要么暗含法国的思想观念,要么就是有法国流行的元素在其中。 文章最后,将分析戛纳广告节对我国广告及全球广告的积极影响,并通过对法国文化与戛纳获奖影视广告审美取向研究得出的经验和结论,对我国广告及世界影视广告的发展提出看法。
[Abstract]:France is a country with a long history and splendid culture, its culture is all-encompassing, whether it is painting, literature, film, architecture, food or fashion, it is famous all over the world. The passion, romance and beauty of the French nation are contained in its profound cultural heritage. After the 19th century, Paris became the cultural center of Europe, producing many new cultural thoughts and schools. With its rich cultural heritage, advanced ideological system and developed economy, France's advertising industry is also very developed. She is one of the five major advertising countries in the world, with an annual advertising cost of more than 10 billion yuan. There is also the world-famous International Advertising Festival in Cannes. Therefore, it can be said that the French advertising industry is the vane of the world advertising, French culture has a direct impact on the global advertising. Cannes International Advertising Festival is known as the "Olympic Games of the Advertising World", which is a grand event in the advertising industry. The winning works at the Advertising Festival are among the best of all advertising works in the world. Although the works of the Cannes International Advertising Festival come from all over the world and the judges come from different countries and regions, because the Cannes Advertising Festival is located in France, it is influenced and influenced by French culture, together with the extremely developed advertising industry in France. So this article will explain the influence of French culture on the aesthetic orientation of Cannes award-winning advertising film from three aspects through the case analysis. The first part is the study of the influence of French culture on the narrative pattern of the award-winning film in Cannes. This part mainly analyzes the theme, plot, structure and symbol characteristics of the winning film, and the influence of French culture on these characteristics. Secondly, it begins with the aesthetic style of the award-winning advertising film in Cannes, focusing on the romantic style and surrealist style in the French cultural trend of thought. The embodiment and application of post-modernism style and ideology style in Cannes award-winning film. The author divides these creative models into five principles: the principle of beauty and art supremacy, the principle of concept supremacy, the principle of sex and humorous appeal as the central principle, and the influence of French culture on the creative mode of Cannes award-winning advertising films. The principle of popular symbol elements in fashion is widely used. This article will illustrate that these principles contain either French ideas or elements that are popular in France. Finally, this article will analyze the positive influence of Cannes Advertising Festival on China's advertising and global advertising, and through the French culture and Cannes award-winning film and television advertising aesthetic orientation research experience and conclusions, To our country advertisement and the world film and television advertisement development puts forward the opinion.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G156.5;J524.3;G206
本文编号：2459499
[Abstract]:France is a country with a long history and splendid culture, its culture is all-encompassing, whether it is painting, literature, film, architecture, food or fashion, it is famous all over the world. The passion, romance and beauty of the French nation are contained in its profound cultural heritage. After the 19th century, Paris became the cultural center of Europe, producing many new cultural thoughts and schools. With its rich cultural heritage, advanced ideological system and developed economy, France's advertising industry is also very developed. She is one of the five major advertising countries in the world, with an annual advertising cost of more than 10 billion yuan. There is also the world-famous International Advertising Festival in Cannes. Therefore, it can be said that the French advertising industry is the vane of the world advertising, French culture has a direct impact on the global advertising. Cannes International Advertising Festival is known as the "Olympic Games of the Advertising World", which is a grand event in the advertising industry. The winning works at the Advertising Festival are among the best of all advertising works in the world. Although the works of the Cannes International Advertising Festival come from all over the world and the judges come from different countries and regions, because the Cannes Advertising Festival is located in France, it is influenced and influenced by French culture, together with the extremely developed advertising industry in France. So this article will explain the influence of French culture on the aesthetic orientation of Cannes award-winning advertising film from three aspects through the case analysis. The first part is the study of the influence of French culture on the narrative pattern of the award-winning film in Cannes. This part mainly analyzes the theme, plot, structure and symbol characteristics of the winning film, and the influence of French culture on these characteristics. Secondly, it begins with the aesthetic style of the award-winning advertising film in Cannes, focusing on the romantic style and surrealist style in the French cultural trend of thought. The embodiment and application of post-modernism style and ideology style in Cannes award-winning film. The author divides these creative models into five principles: the principle of beauty and art supremacy, the principle of concept supremacy, the principle of sex and humorous appeal as the central principle, and the influence of French culture on the creative mode of Cannes award-winning advertising films. The principle of popular symbol elements in fashion is widely used. This article will illustrate that these principles contain either French ideas or elements that are popular in France. Finally, this article will analyze the positive influence of Cannes Advertising Festival on China's advertising and global advertising, and through the French culture and Cannes award-winning film and television advertising aesthetic orientation research experience and conclusions, To our country advertisement and the world film and television advertisement development puts forward the opinion.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G156.5;J524.3;G206
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