本文選題：后現(xiàn)代 + 廣告�。� 參考：《山東師范大學(xué)》2011年碩士論文

【摘要】：受后現(xiàn)代思潮的影響,為使廣告達(dá)到更好的宣傳效果,廣告設(shè)計(jì)者紛紛采用一些奪人眼球的后現(xiàn)代表現(xiàn)手法,后現(xiàn)代廣告應(yīng)運(yùn)而生。后現(xiàn)代廣告是對(duì)傳統(tǒng)廣告的突破和反叛,是現(xiàn)代廣告力求創(chuàng)新和保持生命活力的一次有益探索和實(shí)踐。后現(xiàn)代廣告作為一種附加商業(yè)價(jià)值的文化傳播載體,必然要通過美的形式來表達(dá),讓人們更容易接受。后現(xiàn)代廣告不斷地走進(jìn)我們的視野,悄然影響著我們的思維和行動(dòng)。我們嘗試從審美的角度去解讀后現(xiàn)代廣告,希望能對(duì)后現(xiàn)代廣告有深入的了解和透視。 本文主要從美學(xué)角度來審視后現(xiàn)代廣告,共分四個(gè)部分: 第一部分,后現(xiàn)代廣告產(chǎn)生的背景。二十世紀(jì)六十年代在歐美興起的后現(xiàn)代思潮波及全球,沖擊了人們的舊有觀念,悄然影響著人們的思維、行為、生活、審美等等。在后現(xiàn)代背景下,傳統(tǒng)廣告表現(xiàn)乏力、黯然失色,后現(xiàn)代廣告應(yīng)運(yùn)而生。后現(xiàn)代廣告的產(chǎn)生是廣告設(shè)計(jì)理念與時(shí)俱進(jìn)的表現(xiàn),是對(duì)傳統(tǒng)廣告的大膽反叛和革新,具有一定的社會(huì)意義。 第二部分,后現(xiàn)代廣告的審美表現(xiàn)。情感的宣泄是人們無功利審美的過程,正是后現(xiàn)代廣告的審美表現(xiàn)。懷舊類后現(xiàn)代廣告主要是利用歷史和現(xiàn)實(shí)的時(shí)空巨大反差來加深人們的印象。叛逆類后現(xiàn)代廣告主要是利用人們內(nèi)心深處渴望叛逆、渴望創(chuàng)新的心理訴求來吸引眼球。荒誕類后現(xiàn)代廣告主要是運(yùn)用矛盾的表現(xiàn)手法把不合理、不可能的事物變得合理、可能來使觀眾獲得新奇、陌生、深度的審美感受。情感類后現(xiàn)代廣告?zhèn)戎貏?chuàng)造一種情境,引導(dǎo)觀眾自由自在地體驗(yàn),使人們獲得一種幸福感和滿足感。 第三部分,后現(xiàn)代廣告的審美特征。視覺主宰化是后現(xiàn)代廣告的首要特征,大多數(shù)廣告主要靠良好的視覺感受來吸引消費(fèi)者;后現(xiàn)代廣告不但是在推銷商品,還在推銷一種意識(shí)形態(tài);后現(xiàn)代廣告強(qiáng)調(diào)對(duì)人性的關(guān)注,強(qiáng)調(diào)以人為本,來爭(zhēng)取更多人的共鳴和支持;后現(xiàn)代廣告引進(jìn)大量的娛樂性元素,強(qiáng)化受眾的愉悅性體驗(yàn),以獲得大眾的廣泛關(guān)注;后現(xiàn)代廣告總是試圖捕捉最新的流行元素來引導(dǎo)大家去消費(fèi);后現(xiàn)代廣告強(qiáng)調(diào)尊重個(gè)體,尊重個(gè)人自由,主張不斷解放受壓抑的人性;后現(xiàn)代廣告有時(shí)創(chuàng)設(shè)一種情境、氛圍、意念等等,讓觀眾作多種解讀和理解,妙在各人心。 第四部分,后現(xiàn)代廣告的審美反思。后現(xiàn)代廣告有雅俗之分,雅俗共賞才能推動(dòng)后現(xiàn)代廣告的進(jìn)一步繁榮發(fā)展。同時(shí),我們也要對(duì)一些后現(xiàn)代廣告的負(fù)面影響有清醒認(rèn)識(shí),自覺抵制其不良影響。
[Abstract]:Influenced by the post-modern trend of thought, in order to achieve better advertising effect, advertising designers have adopted some postmodern expressive techniques, and postmodern ads emerge as the times require. Post-modern advertising is a breakthrough and rebellion to traditional advertising. It is a useful exploration and Practice for modern advertising to strive for innovation and to maintain life vitality. Postmodern advertising, as a carrier of cultural communication with additional commercial value, is bound to be expressed in the form of beauty and makes it easier for people to accept. Postmodern advertisements continue to enter our vision and quietly influence our thinking and action. We try to interpret postmodern advertisements from the aesthetic point of view and hope for Postmodern advertising. There is a deep understanding and perspective.
This article mainly examines post-modern advertisements from an aesthetic perspective, which is divided into four parts.
The first part, the background of postmodern advertising. The postmodern trend of thought, which rose in Europe and America in 1960s, has affected people's old ideas and quietly influenced people's thinking, behavior, life, aesthetics and so on. In the postmodern background, the traditional advertising forms are weak and dark, and postmodern advertisements emerge as the times require. The generation of advertisement is the manifestation of the concept of advertising design advancing with the times. It is a bold rebel and innovation of traditional advertising, and has certain social significance.
The second part, the aesthetic expression of postmodern advertising. Emotional catharsis is the process of people's unutilitarian aesthetic. It is the aesthetic expression of postmodern advertising. The post-modern advertising of nostalgia mainly uses a huge contrast between history and reality to deepen people's impression. The postmodern announcement of the rebellion is mainly to make use of the innermost desire of the people to rebel. The postmodern advertising of absurdity is mainly to use contradictory expressive techniques to make irrational and impossible things reasonable, and to make the audience gain new, unfamiliar, and deep aesthetic feelings. We get a sense of happiness and satisfaction.
The third part, the aesthetic characteristics of postmodern advertising. Visual dominance is the primary feature of postmodern advertising. Most advertisements mainly rely on good visual feelings to attract consumers; post modern advertising is not only selling goods but also selling an ideology; postmodern advertising emphasizes the attention to human nature, emphasizes people first, and strives for more. Many people resonate and support; postmodern advertising introduces a large number of entertainment elements to strengthen the pleasurable experience of the audience to gain widespread public attention; postmodern advertisements always try to capture the latest popular elements to guide people to consume; post modern advertising emphasizes respect for individuals, respect for individual freedom, and advocates constantly emancipating the oppressed. Sex, postmodern advertising sometimes creates a situation, atmosphere, idea, and so on, so that audiences can interpret and understand various kinds of things.
The fourth part is the aesthetic reflection of postmodern advertising. The postmodern advertising has the elegance and vulgarity, which can promote the further prosperity and development of postmodern advertising. At the same time, we should also have a clear understanding of the negative effects of some postmodern advertisements and consciously resist their adverse effects.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：B83

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