本文關(guān)鍵詞： 后現(xiàn)代廣告 游戲 游戲?qū)徝?人文價(jià)值　出處：《蘇州大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：后現(xiàn)代主義是一種顛覆正統(tǒng)、具有游戲化特征的文化形態(tài)。后現(xiàn)代廣告作為消費(fèi)時(shí)代的大眾文化,隨著“日常生活審美化”在全球范圍內(nèi)的迅速普及,越來越具有“游戲化”的特性和趨向。作為一種有著濃郁商業(yè)化色彩的藝術(shù)形式,后現(xiàn)代廣告中的“游戲”與消費(fèi)社會(huì)大眾的審美狀態(tài)實(shí)現(xiàn)著某種程度地契合。本文從后現(xiàn)代廣告和大眾文化的關(guān)系入手,分析了后現(xiàn)代廣告出現(xiàn)的背景、特征以及作為消費(fèi)時(shí)代大眾文化的后現(xiàn)代廣告在“日常審美”的呼聲下出現(xiàn)的“游戲化”趨向和“游戲特性”的各種表現(xiàn)形態(tài),并論證了后現(xiàn)代廣告“游戲?qū)徝馈笔且环N人本觀廣告的刷新形態(tài),同時(shí)要警惕后現(xiàn)代廣告“過度游戲”會(huì)導(dǎo)致一場(chǎng)失卻人文價(jià)值景觀的狂歡。
[Abstract]:Post-modernism is a kind of cultural form that subverts orthodoxy and has the characteristic of gameplay. As the popular culture of the consumption era, the postmodernism advertisement has been popularized rapidly in the world with the "aesthetic of daily life". More and more with the "game" characteristics and trends. As a strong commercial color of the art form. The "game" in the postmodern advertisement is in agreement with the aesthetic state of the consumer society to a certain extent. This paper begins with the relationship between the post-modern advertisement and the popular culture, and analyzes the background of the emergence of the post-modern advertisement. The characteristics, as well as the tendency of "gametization" and the various forms of expression of "game characteristics" in postmodern advertising as a popular culture in the consumer era, appeared under the voice of "daily aesthetics". It also demonstrates that "game aesthetics" in postmodern advertising is a refreshing form of humanistic advertising, and that "excessive game" in post-modern advertising will lead to a carnival of losing the humanistic value landscape.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524.3;F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 夏海斌;;二維碼廣告的娛樂體驗(yàn)設(shè)計(jì)初探[J];才智;2012年27期

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本文編號(hào)：1472038