本文選題：后現(xiàn)代主義 + 設(shè)計(jì)��； 參考：《四川大學(xué)》2007年碩士論文

【摘要】： 本文圍繞服飾廣告設(shè)計(jì)中的后現(xiàn)代主義特征，從四個(gè)方面層層深入地闡述：第一章介紹后現(xiàn)代主義：一個(gè)開放的景觀；第二章講后現(xiàn)代主義廣告；第三章詳細(xì)分析服飾廣告設(shè)計(jì)中的后現(xiàn)代主義特征；第四章講后現(xiàn)代廣告對(duì)中國(guó)服飾廣告的啟迪。論文概述如下： 后現(xiàn)代主義是發(fā)生于歐美60年代，流行于西方的藝術(shù)、社會(huì)文化和哲學(xué)思潮。模糊性；反對(duì)中心、需求差異性；向整體性，統(tǒng)一性開戰(zhàn)；反對(duì)理性等等，都是后現(xiàn)代主義的特征。而后現(xiàn)代主義設(shè)計(jì)最早出現(xiàn)在建筑領(lǐng)域，后來擴(kuò)散到工業(yè)設(shè)計(jì)領(lǐng)域及其它設(shè)計(jì)領(lǐng)域。從意識(shí)形態(tài)上看，后現(xiàn)代主義設(shè)計(jì)是相對(duì)現(xiàn)代主義、國(guó)際主義，以裝飾手法來達(dá)到視覺上的豐富，提倡關(guān)注人的情感，，滿足心理需求，而不是僅僅以單調(diào)的功能主義為中心。 社會(huì)急劇的發(fā)展變遷使人們的生活方式也隨之發(fā)生著翻天覆地的變化，作為與人關(guān)系甚為親密的服飾，其角色也從最初的基本功能需求，開始呈現(xiàn)出多元化和個(gè)性化的態(tài)勢(shì)，融入了更多的社會(huì)角色觀念、生活方式、文化修養(yǎng)、個(gè)性、品位、涵養(yǎng)、教育程度等，以彰顯其價(jià)值。因此，作為服飾廣告這一廣告中的重要角色更需要從人的情感需求出發(fā)，把關(guān)注人的生存狀態(tài)和心靈體驗(yàn)作為后現(xiàn)代廣告設(shè)計(jì)表現(xiàn)的重要的關(guān)注點(diǎn)。以人為本的理念、圖像的超級(jí)寫實(shí)和拼貼展示“痙攣的美”、以及大膽的顛覆傳統(tǒng)，高揚(yáng)時(shí)尚的創(chuàng)意思路，都是后現(xiàn)代設(shè)計(jì)最明顯的特征。本文重點(diǎn)就是將當(dāng)代的服飾廣告結(jié)合后現(xiàn)代主義廣告的顯著特征，進(jìn)行較為詳細(xì)的分析，尤其是對(duì)后現(xiàn)代服飾廣告的代表：貝納通廣告和臺(tái)灣意識(shí)形態(tài)廣告的主要作品“中興百貨廣告”進(jìn)行詳盡的舉例說明，以此結(jié)合我國(guó)服飾廣告的現(xiàn)狀進(jìn)行分析，指出：我們需要借鑒和學(xué)習(xí)后現(xiàn)代主義服飾廣告的精華，讓我們的服飾廣告具有更加精彩的創(chuàng)思，并緊跟社會(huì)發(fā)展的潮流；同時(shí)，我們不能對(duì)西方的后現(xiàn)代主義特征的服飾廣告全盤接收，而需要保留我們民族的、本色的元素和精華，使其具有更長(zhǎng)久的生命力。即不盲目崇拜，鸚鵡學(xué)舌，也不孤芳自賞，固步自封，這樣才能創(chuàng)作出與目標(biāo)消費(fèi)群的審美和精神需求相吻合，并能有效地引導(dǎo)其消費(fèi)觀念甚至是生活主張的優(yōu)秀的服飾廣告。
[Abstract]:Based on the characteristics of postmodernism in dress advertisement design, this paper expounds in depth four aspects: the first chapter introduces postmodernism: an open landscape, the second chapter discusses postmodernism advertising; The third chapter analyzes the postmodernism characteristics of dress advertisement design in detail, and the fourth chapter discusses the enlightenment of postmodern advertisement to Chinese dress advertisement. The paper is summarized as follows: Post-modernism occurred in Europe and the United States in the 60's, popular in the West art, social culture and philosophy. Fuzziness; opposition to center, difference of demand, war to unity and unity, opposition to rationality and so on, are the characteristics of postmodernism. Post-modernism design first appeared in the field of architecture, then spread to the field of industrial design and other fields of design. From the ideological point of view, postmodernism design is relative modernism, internationalism, to achieve visual enrichment by decorative techniques, to advocate attention to people's emotions, to meet the psychological needs, rather than just monotonous functionalism as the center. With the rapid development and change of society, people's way of life has also changed dramatically. As a closeness dress with people, its role also presents a trend of diversification and individuation from the initial basic functional needs. More social role concept, life style, culture, personality, taste, self-cultivation, education and so on, to demonstrate its value. Therefore, as an important role in clothing advertising, it is necessary to focus on the living state and spiritual experience of people from the perspective of human emotional needs, which is an important concern of post-modern advertising design performance. The idea of people-oriented, the super realistic image and collage display "spastic beauty", as well as bold subversion of tradition, high fashion creative ideas, are the most obvious features of post-modern design. The focus of this paper is to combine contemporary clothing advertising with the distinctive features of postmodernism advertising, and to carry out a more detailed analysis. In particular, the representative of post-modern clothing advertising: Benetton advertising and Taiwan ideological advertising main work "ZTE Department Store ads" detailed examples, so as to analyze the current situation of clothing advertising in China. It is pointed out that we need to learn from the essence of postmodernism dress advertisement so that our dress advertisement will have more brilliant ideas and keep up with the trend of social development; at the same time, We can not accept the western postmodernism clothing advertisement completely, but need to retain the elements and essence of our nation, so that it has more lasting vitality. Only by not blindly worshipping, parrot the tongue, nor enjoying one's own feelings, can one create an excellent dress advertisement which is consistent with the aesthetic and spiritual needs of the target consumer group and can effectively guide his consumption concept or even the idea of life.
【學(xué)位授予單位】：四川大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：J524.3

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 金正萍;后現(xiàn)代語境下生態(tài)設(shè)計(jì)的困境與對(duì)策研究[D];湖南工業(yè)大學(xué);2012年

本文編號(hào)：1800456