广告话语“陌生化”探究
发布时间：2019-06-11 17:52
【摘要】： “陌生化”是俄国形式主义的核心概念。1914年,什克洛夫斯基提出了“陌生化”理论,在形式主义者看来,艺术的过程,就是事物“陌生化”的过程,就是不断摒弃感觉的无意识,延续惊奇感的过程,增加了感受的难度,从而延长了感受时间,是不断地将规范、习惯转化为陌生的过程,是新旧形式不断更替的过程。 “陌生化”是一个不断建构的、随着具体语境的变化而变化的范畴,“陌生化”理论虽然是20世纪初西方学者提出的,但是对“陌生化”理论的建构和实践绝不是某一文艺领域和时期所独有,而是文化艺术活动中最普遍的特征,被艺术家们有意识或无意识的运用到艺术创造的各个方面。正如什克洛夫斯基所说:“凡是有形象的地方,几乎都存在陌生化手法”。 从出现传统广告形态以来到20世纪90年代至今,广告经历了从传统形态到现代再到后现代的发展过程,广告话语呈现的内涵从强调产品、功能慢慢过渡到品牌形象的符号价值。在这一过程中,广告话语通过不断的“陌生化”来改变自己的形态以适应社会发展的需要,同时也极大的丰富了“陌生化”理论,扩大了其内涵和外延。现代广告正以全新的话语方式向我们展示自己,形式的“非物质化”趋势改变了以往功能决定形式的经典广告设计法则。从表现产品功能为核心的形态到着重表现个性、趣味、体验,广告话语的现代化进程呈现出了其特有的“陌生化”趋势。通过不断“陌生化”的视觉艺术形式来表达自己,已成为现代广告发展的一种重要方向。 广告话语是指广告的一切表达层面,包括语言、文字、图像、声音等多种不同的要素,它通过其特殊的话语内容、形式和“陌生化”倾向,呈现出不同于一般话语的自身的特点和规律。广告话语革新性很强、规则变动性和话语意义的不确定性也非常大,这就为我们探究广告话语“陌生化”提供了一个相对广阔的平台。 要对广告话语“陌生化”进行描述和探究,需要对广告的发展形态进行一个分期,基于我所探究的角度,我作了如下分期:传统广告形态;现代广告形态;后现代广告形态。 文章共分为三部分,第一章主要通过梳理,阐述“陌生化”理论,评价其重要方法论意义,并提出广告话语“陌生化”呈现的维度;第二章通过依托“陌生化”理论来总结广告话语由传统形态到现代形态再到后现代形态的“陌生化”进程。通过认识具体的广告艺术发展过程获得对“陌生化”理论更为全面和生动的理解和认识;最后,第三章是在前两章的基础上,分析、总结广告话语“陌生化”的具体表现和审美价值。 用“陌生化”理论这一西方文学理论视角来阐述像广告艺术这样的视觉艺术,能够形成对广告艺术的历时态变化的描述逻辑,并进一步证明了审美体验由“自动化”到“陌生化”的运动过程,更为具体的揭示了“陌生化”理论是一个不断发展变化、建构、丰富的范畴。
[Abstract]:The "chemical and biochemical" is the core concept of Russian formalism. In 1914, Shiklovsky put forward the "chemical and biochemical" theory. In the form of the form, the process of art, that is, the process of the "chemical and biochemical" of things, is the process of continuously rejecting the sense of unconsciousness and continuing the sense of marvel, and increasing the difficulty of feeling, so as to prolong the feeling time. It is the process of constantly changing the norm and the habit into a strange process, which is the process of changing old and new forms. The "chemical and biochemical" is a constant construction, and with the change of the specific context, the "chemical and biochemical" theory has been proposed by the western scholars in the beginning of the 20th century, but the construction and practice of the "chemical and biochemical" theory is not unique in a certain field of literature and art, but the most common feature in the cultural and artistic activity, and is consciously or unconsciously applied by the artists to all aspects of the art creation. In this process, the advertising discourse changes its form to meet the needs of social development from the traditional form to the modern and post-modern development process. In this process, the advertising discourse changes its form to meet the needs of the social development through the continuous "chemical and biochemical", and also greatly enriches the "chemical and biochemical" theory and expands its connotation and extension. The modern advertisement is showing itself in a new way of discourse, and the "non-materialization" trend of the form changes the classical advertising design rule in the form of the previous function. From the form of the core of the function of the product to the focus of the individual, the taste, the experience, the modernization of the advertising discourse presents its unique "chemical and biochemical" trend. By the continuous "chemical and biochemical" of the visual art form to express itself, it has become a modern advertising development. The advertising discourse refers to all the expression level of the advertisement, including many different elements of the language, the text, the image, the sound and so on, and it is different from the characteristics and the law of the general discourse through its special discourse content, form and "chemical and biochemical" tendency. The innovation of the advertising discourse is strong, the uncertainty of the rule and the meaning of the discourse is also very large, which provides us with an inquiry into the "chemical and biochemical" of the advertising discourse. It is a relatively broad platform. To describe and explore the "chemical and biochemical" of the advertising discourse, it is necessary to make an installment of the development pattern of the advertisement, and based on the angle I have explored, I have made the following stages: the traditional advertisement form; the modern and wide The article is divided into three parts. In the first chapter, the article is divided into three parts. The first chapter mainly focuses on the "biochemistry" theory, evaluates its important methodological significance, and puts forward the dimension of the "biochemical" presentation of the advertising discourse. The second chapter is to summarize the "biochemical" process of the advertising discourse from the traditional form to the modern form to the post-modern form by means of the theory of "biochemistry". In the last, the third chapter is based on the first two chapters to analyze and summarize the advertisement words" trunk> chemical and biochemical " 【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
本文编号：2497367
[Abstract]:The "chemical and biochemical" is the core concept of Russian formalism. In 1914, Shiklovsky put forward the "chemical and biochemical" theory. In the form of the form, the process of art, that is, the process of the "chemical and biochemical" of things, is the process of continuously rejecting the sense of unconsciousness and continuing the sense of marvel, and increasing the difficulty of feeling, so as to prolong the feeling time. It is the process of constantly changing the norm and the habit into a strange process, which is the process of changing old and new forms. The "chemical and biochemical" is a constant construction, and with the change of the specific context, the "chemical and biochemical" theory has been proposed by the western scholars in the beginning of the 20th century, but the construction and practice of the "chemical and biochemical" theory is not unique in a certain field of literature and art, but the most common feature in the cultural and artistic activity, and is consciously or unconsciously applied by the artists to all aspects of the art creation. In this process, the advertising discourse changes its form to meet the needs of social development from the traditional form to the modern and post-modern development process. In this process, the advertising discourse changes its form to meet the needs of the social development through the continuous "chemical and biochemical", and also greatly enriches the "chemical and biochemical" theory and expands its connotation and extension. The modern advertisement is showing itself in a new way of discourse, and the "non-materialization" trend of the form changes the classical advertising design rule in the form of the previous function. From the form of the core of the function of the product to the focus of the individual, the taste, the experience, the modernization of the advertising discourse presents its unique "chemical and biochemical" trend. By the continuous "chemical and biochemical" of the visual art form to express itself, it has become a modern advertising development. The advertising discourse refers to all the expression level of the advertisement, including many different elements of the language, the text, the image, the sound and so on, and it is different from the characteristics and the law of the general discourse through its special discourse content, form and "chemical and biochemical" tendency. The innovation of the advertising discourse is strong, the uncertainty of the rule and the meaning of the discourse is also very large, which provides us with an inquiry into the "chemical and biochemical" of the advertising discourse. It is a relatively broad platform. To describe and explore the "chemical and biochemical" of the advertising discourse, it is necessary to make an installment of the development pattern of the advertisement, and based on the angle I have explored, I have made the following stages: the traditional advertisement form; the modern and wide The article is divided into three parts. In the first chapter, the article is divided into three parts. The first chapter mainly focuses on the "biochemistry" theory, evaluates its important methodological significance, and puts forward the dimension of the "biochemical" presentation of the advertising discourse. The second chapter is to summarize the "biochemical" process of the advertising discourse from the traditional form to the modern form to the post-modern form by means of the theory of "biochemistry". In the last, the third chapter is based on the first two chapters to analyze and summarize the advertisement words" trunk> chemical and biochemical " 【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
【引证文献】
相关期刊论文 前1条
1 刘惠玲;乔颖;;广告语陌生化翻译的美学价值[J];长治学院学报;2013年03期
相关硕士学位论文 前1条
1 秦苗;摄影艺术创作的“陌生化”探究[D];上海师范大学;2012年
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