本文關(guān)鍵詞： 現(xiàn)代廣告 審美特點(diǎn) 審美價(jià)值 審美心理　出處：《廣西師范大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 現(xiàn)代廣告在當(dāng)今社會已不僅僅是一種經(jīng)濟(jì)現(xiàn)象,而是一種獨(dú)具魅力的審美文化現(xiàn)象,具有相對獨(dú)立的審美價(jià)值。廣告充斥著我們的日常生活,而且對整個(gè)社會的經(jīng)濟(jì)運(yùn)行和意識形態(tài)都起著重要的作用和重大的影響。從某種意義上講,現(xiàn)代廣告的影響已遠(yuǎn)遠(yuǎn)溢出其商業(yè)范圍,顯示出一種強(qiáng)大的文化再生能力。對于廣大的消費(fèi)者來說,廣告不僅僅是商品信息的載體,更是一種日常接觸最多的審美對象。廣告?zhèn)鞑淼纳鐣兏镆巡粌H僅表現(xiàn)在日常生活方面,它將在諸如社會結(jié)構(gòu)、共同意識等更深的層面產(chǎn)生影響。對致力于現(xiàn)代化建設(shè)的發(fā)展中國家而言,廣告?zhèn)鞑霌P(yáng)優(yōu)秀的傳統(tǒng)文化,塑造適應(yīng)社會發(fā)展的價(jià)值觀念,建構(gòu)符合時(shí)代的大眾美學(xué)標(biāo)準(zhǔn)都有重大意義�？梢哉f現(xiàn)代廣告是一種綜合性的實(shí)用藝術(shù),即使它具有明顯的商業(yè)性,但它獨(dú)特的審美體驗(yàn)、表現(xiàn)形式創(chuàng)作特征、受眾接受方式和高度的兼容性,使它具備了獨(dú)特的審美價(jià)值。本文試從美學(xué)角度出發(fā),結(jié)合現(xiàn)實(shí)生活中的廣告文化現(xiàn)象,對現(xiàn)代廣告相關(guān)的美學(xué)問題進(jìn)行理論研究。全文共分三大部分。第一部分分析現(xiàn)代廣告何以在現(xiàn)階段成為審美對象。分別就現(xiàn)代廣告的主要審美品格,如廣告審美的形象性、廣告審美的情感訴求、廣告審美的兼容性、廣告美是實(shí)用藝術(shù)之美、廣告審美文化的時(shí)尚性,以及不同媒介的廣告,如印刷媒介廣告、影視媒介廣告和其他媒介廣告的審美特征,進(jìn)行案例和理論分析。第二部分分析現(xiàn)代廣告的審美價(jià)值與其消費(fèi)文化價(jià)值的關(guān)系。分別從本質(zhì)特征、表現(xiàn)手法、傳播效果三方面分析。第三部分從廣告消費(fèi)者心理學(xué)角度看現(xiàn)代廣告審美接受機(jī)制問題。分別從功利性的滿足與審美接受的可能、求知欲的形成與審美接受的前提、愉悅感的生成與審美接受的觸發(fā)、在想象中感受與審美接受的完成四個(gè)角度對其進(jìn)行分析。
[Abstract]:Modern advertising is not only an economic phenomenon, but also a unique aesthetic cultural phenomenon, with relatively independent aesthetic value. Advertising is full of our daily life. Moreover, it plays an important role in the economic operation and ideology of the whole society. In a sense, the influence of modern advertising has far overflowed its commercial scope. Show a strong ability of cultural regeneration. For the majority of consumers, advertising is not only the carrier of commodity information. It is also a kind of aesthetic object with the most daily contact. The social change brought by advertising communication is not only reflected in the daily life, but also in the social structure. For the developing countries committed to modernization, advertising communication can promote the excellent traditional culture and shape the values adapted to the social development. It can be said that modern advertising is a comprehensive practical art, even if it has obvious commercial, but its unique aesthetic experience, form of expression characteristics. Audience acceptance and high compatibility make it have a unique aesthetic value. This paper tries to combine the advertising culture phenomenon in real life from the aesthetic point of view. The thesis is divided into three parts. The first part is to analyze why modern advertising has become an aesthetic object at this stage, respectively on the main aesthetic character of modern advertising. For example, the image of advertising aesthetics, the emotional appeal of advertising aesthetics, the compatibility of advertising aesthetics, the beauty of advertising is the beauty of practical art, the fashion of advertising aesthetic culture, and the advertising of different media, such as print advertising. Film and television media advertising and other media advertising aesthetic characteristics of the case and theoretical analysis. The second part analyzes the relationship between the aesthetic value of modern advertising and its consumption cultural value. The third part looks at the mechanism of modern advertising aesthetic acceptance from the perspective of advertising consumer psychology, respectively from the utilitarian satisfaction and the possibility of aesthetic acceptance. The formation of the desire for knowledge and the premise of aesthetic acceptance, the generation of pleasure and the trigger of aesthetic acceptance are analyzed from four angles: the feeling in imagination and the completion of aesthetic acceptance.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 劉曉靜;;現(xiàn)代廣告的審美感覺與美育研究[J];藝術(shù)教育;2012年09期

相關(guān)碩士學(xué)位論文 前3條

1 舒暢;網(wǎng)絡(luò)廣告創(chuàng)意的美學(xué)探蠡[D];武漢紡織大學(xué);2010年

2 楊得軍;集團(tuán)醫(yī)院患者消費(fèi)行為特征研究[D];華東理工大學(xué);2013年

3 奚茜;品牌傳播發(fā)展歷程階段特性研究[D];華中科技大學(xué);2012年

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本文編號：1467459