本文選題：廣告 + 技術(shù)　； 參考：《揚(yáng)州大學(xué)》2006年碩士論文

【摘要】： 廣告是人類文明與社會(huì)發(fā)展過程中創(chuàng)造的文化與美學(xué)符號(hào)之一。在某種意義上說,廣告是技術(shù)特別是視覺技術(shù)的產(chǎn)物。在高度技術(shù)化的今天,廣告借助現(xiàn)代技術(shù)及媒介走上了視覺化的道路,利用技術(shù)制造和傳播極具視覺沖擊力的圖像成為廣告根本的呈現(xiàn)方式與表意體系。本文旨在以技術(shù)化的視覺呈現(xiàn)為切入點(diǎn),探求技術(shù)語境中廣告的審美向度,并嘗試從以下三部分對(duì)其進(jìn)行闡釋與分析: 第一部分,現(xiàn)象梳理:廣告是技術(shù)化的視覺呈現(xiàn)。這一部分主要是從廣告的視覺化趨勢及表現(xiàn)和廣告是技術(shù)的陣營兩個(gè)方面展開論述的,說明了廣告的視覺化表征和高度的技術(shù)含量兩大表象特征。 第二部分,內(nèi)部分析:對(duì)技術(shù)條件下廣告的美學(xué)思考。這一部分就廣告的審美表征進(jìn)行了美學(xué)及本質(zhì)層面的內(nèi)部分析,即技術(shù)主宰了廣告的生存與發(fā)展,技術(shù)以一種強(qiáng)大的操控力量成為了廣告的本體化存在。技術(shù)使廣告圖像脫離了實(shí)在,成為了仿像,“影視本體論”之圭臬被徹底消解。廣告因技術(shù)的全面介入而呈現(xiàn)出獨(dú)特的審美范式,最終消解了傳統(tǒng)藝術(shù)的經(jīng)典價(jià)值,成為技術(shù)拼貼實(shí)在的游戲。 第三部分,外部分析:廣告在技術(shù)影響下的嬗變。廣告在技術(shù)的全面、深刻影響下發(fā)生了顯著的變化,高度發(fā)達(dá)的技術(shù)及媒介使廣告成為了新的公共領(lǐng)域,成為生活中真實(shí)的幻象與烏托邦。技術(shù)的操縱使廣告形成了自身特定的時(shí)空觀,它以制造“完美”形象投諸人的感官享樂與欲望滿足為訴求,成為日常生活中一種極具表演性的虛假儀式。 以上內(nèi)容都從不同視角與層面彰顯了廣告的審美特征�？偟膩碚f,高度技術(shù)化語境中的廣告的審美向度歸結(jié)到底是一個(gè)技術(shù)力量與人文精神,欲望滿足與終極關(guān)懷,物質(zhì)需求與精神提升應(yīng)和諧統(tǒng)一的哲學(xué)層面的問題。
[Abstract]:Advertising is one of the cultural and aesthetic symbols created in the process of human civilization and social development. In a sense, advertising is the product of technology, especially visual technology. Today, with the help of modern technology and media, advertising has embarked on the road of visualization, and the use of technology to produce and disseminate images with great visual impact has become the basic presentation mode and ideographic system of advertising. The purpose of this paper is to explore the aesthetic orientation of advertising in the context of technology, and try to explain and analyze it from the following three parts: The first part, phenomenon combing: advertising is the visual presentation of technology. This part is mainly from the visual trend and performance of advertising and advertising is the camp of two aspects of the discussion, the visual representation of advertising and the high technical content of the two major characteristics of the representation. The second part, internal analysis: the aesthetic thinking of advertising under technical conditions. In this part, the aesthetic representation of advertising is analyzed in the aspects of aesthetics and essence, that is, technology dominates the existence and development of advertising, and technology becomes the ontological existence of advertising with a powerful force of manipulation. Technology has separated advertising images from reality and become an image, and the "film and television ontology" model has been completely eliminated. Because of the comprehensive intervention of technology, advertising presents a unique aesthetic paradigm, which finally dispels the classical value of traditional art and becomes a real game of technology collage. The third part, external analysis: the evolution of advertising under the influence of technology. With the comprehensive and profound influence of technology, advertising has undergone remarkable changes. The highly developed technology and media have made advertising a new public domain and a real illusion and utopia in life. The manipulation of technology makes advertising form its own special view of time and space. It takes the creation of "perfect" image as a demand for people's sensual enjoyment and desire satisfaction, and becomes a kind of performative false ritual in daily life. The above contents show the aesthetic characteristics of advertising from different perspectives and levels. In general, the aesthetic orientation of advertising in highly technical context is a philosophical issue of technical strength and humanistic spirit, satisfaction of desire and ultimate concern, harmony and unity of material demand and spiritual promotion.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：J524.3

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王德勝;消費(fèi)文化與虛擬享樂——當(dāng)代審美文化批評(píng)視野中的廣告形象[J];北京社會(huì)科學(xué);1998年02期

2 汪暉;公共領(lǐng)域[J];讀書;1995年06期

3 金丹元;電視審美與身體文化[J];電影藝術(shù);2005年01期

4 王德勝;媒介變化·大眾文化·文學(xué)批評(píng)[J];民族藝術(shù)研究;2003年04期

5 陶東風(fēng);廣告的文化解讀[J];首都師范大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2001年06期

6 魏紅珊;炫耀消費(fèi)與身份焦慮[J];文藝?yán)碚撆c批評(píng);2005年01期

7 姚曦,王藝;廣告快樂的理性觀照與前瞻[J];武漢大學(xué)學(xué)報(bào)(人文科學(xué)版);2004年02期

8 陳定家;市場語境下工具理性的審美意義[J];文史哲;2002年01期

9 陳犀;被制造的另一個(gè)現(xiàn)實(shí)──西方知識(shí)界對(duì)當(dāng)代媒體文化的研究和批評(píng)[J];文藝研究;2000年05期

10 張杰;文化轉(zhuǎn)型背景下文學(xué)審美價(jià)值的凸顯[J];文藝爭鳴;2004年06期

，

本文編號(hào)：1853895