本文選題：經(jīng)濟(jì)價(jià)值 + 文化價(jià)值　； 參考：《武漢理工大學(xué)》2009年碩士論文

【摘要】： 過去廣告不被人們所重視,人們主要把它作為商品推銷的一種手段。尤其在藝術(shù)的領(lǐng)域里,占不到一席之地。但今天隨著社會(huì)科學(xué)、文化的進(jìn)步、世界貿(mào)易的發(fā)展,廣告已關(guān)系到國(guó)家的建設(shè)、關(guān)系到人民生活和美學(xué)教育的提高,所以受到人們高度的重視。 社會(huì)上不乏其他從業(yè)者意識(shí)到廣告具有一定的教育價(jià)值,提出“從經(jīng)典廣告中學(xué)習(xí)機(jī)智”“從廣告中學(xué)習(xí)語(yǔ)言表達(dá)”等觀點(diǎn)�！冬F(xiàn)代語(yǔ)文》2005年第4期中的一篇文章“廣告:為語(yǔ)文學(xué)習(xí)提供了什么”提到:廣告是其創(chuàng)作者語(yǔ)文修養(yǎng)、文化底蘊(yùn)、藝術(shù)靈感等的綜合體現(xiàn),其中蘊(yùn)含著豐富的可資利用的語(yǔ)文課程資源。新《語(yǔ)文課程標(biāo)準(zhǔn)》在“課程資源的開發(fā)與利用”部分提出這樣的建議:電視、廣播、網(wǎng)絡(luò)、各種標(biāo)牌廣告等媒體的資源都是語(yǔ)文課程的資源……恰當(dāng)挖掘廣告中所蘊(yùn)含的語(yǔ)文資源,可以為語(yǔ)文課程提供更多鮮活的材料,豐富學(xué)生的語(yǔ)言積累;通過對(duì)廣告語(yǔ)的分析、鑒賞,可以培養(yǎng)學(xué)生的審美情趣、語(yǔ)文能力,全面提高學(xué)生的語(yǔ)文素養(yǎng)。 業(yè)內(nèi)人士應(yīng)當(dāng)從中受到啟發(fā),讓自己投身于現(xiàn)代廣告的多元價(jià)值研究上來。以專業(yè)的眼光站在廣告之外鑒定廣告的價(jià)值,把鑒定之結(jié)果作為日后進(jìn)行廣告創(chuàng)作時(shí)的參考標(biāo)準(zhǔn),這對(duì)日后探索如何開發(fā)、利用廣告的多元價(jià)值也將具有重大的意義。不僅如此,廣告所具備的多元價(jià)值也預(yù)示著今后其必將有更廣闊的發(fā)展前景與更新穎的發(fā)展形式。 本文把廣告當(dāng)成一種客觀現(xiàn)象對(duì)其價(jià)值進(jìn)行研究,借鑒文學(xué)、傳播學(xué)、美學(xué)、經(jīng)濟(jì)學(xué)等知識(shí)點(diǎn)構(gòu)建出廣告的多元化價(jià)值體系的框架和內(nèi)容:經(jīng)濟(jì)價(jià)值、文化價(jià)值、美學(xué)價(jià)值、社會(huì)價(jià)值。經(jīng)濟(jì)價(jià)值是對(duì)廣告主而言廣告所體現(xiàn)出的“有用性”,而文化價(jià)值、審美價(jià)值、社會(huì)價(jià)值是對(duì)廣告受眾而言廣告所體現(xiàn)出的“有用性”。廣告的經(jīng)濟(jì)價(jià)值是與生俱來的,任何一則廣告(商業(yè)廣告)都必須以實(shí)現(xiàn)經(jīng)濟(jì)價(jià)值為首要目的,而文化價(jià)值、審美價(jià)值、社會(huì)價(jià)值需要廣告設(shè)計(jì)者有意識(shí)的賦予進(jìn)去,并且是受眾評(píng)價(jià)廣告好壞的考量標(biāo)準(zhǔn)。如果一則廣告能夠?qū)崿F(xiàn)這三種價(jià)值中的一種、兩種或全部,那么該廣告就是人們眼中的好廣告。廣告的文化價(jià)值、審美價(jià)值、社會(huì)價(jià)值是幫助廣告更有效實(shí)現(xiàn)經(jīng)濟(jì)價(jià)值的催化劑,它們能夠增強(qiáng)廣告的吸引力。
[Abstract]:In the past, advertising was not taken seriously, but mainly as a means of selling goods. Especially in the field of art, there is no place. But today, with the progress of social science, culture, the development of world trade, advertising has been related to the construction of the country, the people's life and the improvement of aesthetic education, so people attach great importance to it. There are many other practitioners in society who realize that advertising has a certain educational value. This paper puts forward the viewpoint of "learning wit from classical advertisement" and "learning language expression from advertisement". An article in the fourth issue of Modern Chinese in 2005, "Advertising: what does it provide for Chinese learning", mentions that advertising is the language accomplishment of its creators. The comprehensive embodiment of culture and art inspiration contains abundant Chinese curriculum resources. In the part of "the Development and Utilization of Curriculum Resources", the new "Chinese Curriculum Standards" puts forward the following suggestions: the resources of TV, radio, network, various signage advertisements and other media are all resources of Chinese curriculum. Properly excavating the Chinese resources contained in the advertisement can provide more fresh materials for the Chinese course and enrich the language accumulation of the students. Through the analysis and appreciation of the advertising language, the students' aesthetic interest and language ability can be cultivated. Improve students' Chinese literacy in an all-round way. Insiders should be inspired to devote themselves to the study of the pluralistic value of modern advertising. It is of great significance for us to explore how to develop and utilize the multiple value of advertisement in the future by standing in a professional perspective to identify the value of advertisement and regard the result of appraisal as the reference standard of advertising creation in the future. Not only that, the multivariate value of advertisement also indicates that it will have a broader development prospect and more novel development form in the future. This article regards advertising as an objective phenomenon to study its value, draws lessons from literature, communication, aesthetics, economics and other knowledge points to construct the framework and content of the diversified value system of advertising: economic value, cultural value, aesthetic value, etc. Social value Economic value is "useful" to advertisers, while cultural value, aesthetic value and social value are "useful" to advertising audience. The economic value of advertising is inherent, any advertisement (commercial advertisement) must take the realization of economic value as the primary purpose, and cultural value, aesthetic value, social value need advertising designer consciously to give in. And is the audience evaluation advertisement good or bad consideration standard. If an advertisement can achieve one, two or all of these three values, then it is a good advertisement in people's eyes. The cultural value, aesthetic value and social value of advertisement are the catalyst to help advertisement realize economic value more effectively, they can enhance the attraction of advertisement.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 廖翔;廣告設(shè)計(jì)感性訴求的情感價(jià)值研究[D];湖南工業(yè)大學(xué);2010年

2 龐華;社會(huì)化媒體的植入式廣告研究[D];鄭州大學(xué);2011年

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本文編號(hào)：1776594