本文選題：幽默 + 幽默廣告　； 參考：《清華大學》2004年碩士論文

【摘要】：生活中少不了幽默。幽默是人們化解窘迫時的一份輕松、真誠、友善和寬容,是樂觀地面對人生的態(tài)度。幽默是一種有文采、有品位的風趣,人們用它去撫慰心靈。廣告中少不了幽默,幽默廣告以其輕松、戲謔而讓人發(fā)笑的藝術(shù)表現(xiàn)成為商品軟銷售、樹立特有的品牌形象的重要手段之一,其本身也具有頗多的文化意味,與特定時代的大眾文化融為了一體。 幽默廣告的視覺語言是廣告表現(xiàn)中獨特的藝術(shù)語言,它以生動的造型、鮮明的色彩、富有戲劇性的影像直觀地表現(xiàn)著廣告的訴求點,引發(fā)著人們?nèi)の恫煌男Αv史為我們展現(xiàn)了幽默廣告視覺語言其形式與特征的多樣與演化過程。對幽默廣告視覺語言所顯示的最具典型意義的四種類型特征——滑稽、諷刺、詼諧和怪誕的探討,反映了幽默廣告視覺語言在廣告宣傳與推廣過程中的表現(xiàn)和規(guī)律�；囊曈X語言制造出顯而易見的不協(xié)調(diào)的形象以及影視畫面中人物活動的機械與僵硬感,讓幽默廣告具有吸引力、引人發(fā)出輕松的笑;諷刺型是一種帶有堅定態(tài)度的冷嘲熱諷,成為廣告宣傳富有煽動性的工具;詼諧寓莊于諧,嚴肅而認真的廣告信息隱含在戲謔的視覺形式之中,讓幽默的運用與產(chǎn)品信息的表達形成巧妙的關聯(lián);怪誕型給人帶來的是滑稽可笑且丑惡可怕的觸目驚心的視覺效果,它刺激了人們?nèi)找媛槟镜母泄?引發(fā)的是深藏在人們心底的某種情緒的釋放,成為當代語境下特殊的廣告藝術(shù)語言,而那些有傷社會道德、有悖倫理的丑陋調(diào)侃卻是理應受到批駁和排斥的。 我們提倡的是滑稽、諷刺、詼諧和怪誕在廣告創(chuàng)作中的適度把握與綜合運用。一味的滑稽易陷入淺薄、油滑和低俗;過于隱含詼諧產(chǎn)生的晦澀,無益于高效率的溝通功能;片面的諷刺則形成尖刻、挖苦;過份的怪誕,會流于極度的丑陋、恐怖,將會引起社會的反感。對于設計者,生活的體驗和感悟、良好的專業(yè)素質(zhì)、高尚的審美品位、廣泛的學識,才是創(chuàng)造生動親和、富于情感、且睿智思辯、具有文化意韻的幽默廣告藝術(shù)語言的基礎。
[Abstract]:Humor is indispensable in life. Humor is a relaxed, sincere, friendly and tolerant attitude towards life. Humor is a witty, tasteful humor that people use to soothe their hearts. Humor is indispensable in advertisements. Humorous advertisements have become one of the important means of soft sale of commodities and the establishment of a unique brand image with their relaxed and playful artistic expression, and they also have quite a lot of cultural meanings. And the specific era of mass culture into one. The visual language of humorous advertisement is the unique artistic language in the advertising performance. It shows the demand point of the advertisement with vivid shape, bright color and dramatic image, and causes people to laugh with different interest. History shows us the variety and evolution of visual language of humorous advertising. This paper discusses the four kinds of typical features of visual language of humorous advertisement: funny, sarcastic, witty and grotesque, which reflect the expression and regularity of visual language of humorous advertisement in the process of advertising and promotion. The funny visual language creates the obvious uncoordinated image and the mechanical and rigid feeling of the characters' activities in the film and television picture, which makes the humorous advertisement attractive and easy to laugh at; Satire is a kind of cynicism with a firm attitude, and it has become an inflammatory tool of advertising; witty and humorous, serious and serious advertising information is hidden in a playful visual form. Let the use of humor be skillfully associated with the expression of product information; the grotesque has a funny and hideous visual effect that stimulates people's increasingly numb senses. What is triggered is the release of some emotion hidden in the heart of people, which becomes a special language of advertising art in the contemporary context. However, those ugly jokes which hurt social morality and are contrary to ethics should be criticized and rejected. What we advocate is the appropriate grasp and comprehensive application of antics, satire, humor and grotesque in advertisement creation. It is easy to fall into shallow, slippery and vulgar, too implied humor to produce obscurity, which is not conducive to efficient communication, one-sided satire forms acrimony, sarcasm, excessive grotesque, will flow to extreme ugliness, horror, Will cause social antipathy. For designers, the experience and perception of life, good professional quality, noble aesthetic taste and extensive knowledge are the basis of creating humorous advertising art language with vivid affinity, rich emotion, wise thinking and cultural meaning.
【學位授予單位】：清華大學
【學位級別】：碩士
【學位授予年份】：2004
【分類號】：J524.3

【引證文獻】

相關期刊論文 前1條

1 馮林;謝詩敏;;20世紀以來我國幽默廣告的視覺語言流變[J];新聞知識;2011年05期

相關碩士學位論文 前5條

1 馬金華;現(xiàn)代商業(yè)廣告中的幽默性研究[D];合肥工業(yè)大學;2007年

2 戴娟;平面廣告設計的幽默表現(xiàn)手法[D];四川大學;2007年

3 劉剛;論我國動漫藝術(shù)與傳統(tǒng)文藝的融合與創(chuàng)新[D];東北師范大學;2008年

4 李佳龍;幽默平面廣告的圖形創(chuàng)意研究[D];湖北工業(yè)大學;2009年

5 陳青青;逆向思維在廣告信息傳達中的趣味性分析[D];湖北工業(yè)大學;2012年

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本文編號：1864924