【摘要】：超現(xiàn)實(shí)主義用它的超時(shí)空、非邏輯、怪異感的語(yǔ)匯，創(chuàng)作出奇特、夢(mèng)幻、悖論的藝術(shù)作品，沖擊著人的感官引起心靈的震撼。超現(xiàn)實(shí)主義的作品展現(xiàn)出來的種種語(yǔ)匯對(duì)后世產(chǎn)生深遠(yuǎn)的影響。超現(xiàn)實(shí)主義也同樣影響著廣告的發(fā)展。廣告不僅承擔(dān)著商品信息的傳遞功能，而且更要承擔(dān)起建立品牌、賦予商品意義以區(qū)別于同類商品的功能。所以影視廣告要在受眾的頭腦中產(chǎn)生深刻印象，，就要選擇更能吸引受眾，更有意味的形式。而超現(xiàn)實(shí)主義作品能再第一時(shí)間吸引受眾，引發(fā)受眾思考。所以具有超現(xiàn)實(shí)主義特征的影視廣告，始終具有自己獨(dú)特的藝術(shù)魅力。 本文的研究分析基于哲學(xué)、傳播學(xué)、廣告學(xué)、美學(xué)等學(xué)科為理論基礎(chǔ)，通過超現(xiàn)實(shí)主義繪畫作品與廣告實(shí)例進(jìn)行對(duì)比分析，通過影視廣告與歷史中的超現(xiàn)實(shí)主義的結(jié)合，使文章內(nèi)容更加豐富，有據(jù)可尋。文章的第一部分介紹的是超現(xiàn)實(shí)主義在影視廣告中的表現(xiàn)元素，通過畫面的構(gòu)成、色彩、光線、時(shí)間與空間、運(yùn)動(dòng)、聲音幾方面，結(jié)合廣告實(shí)例將影視廣告中超現(xiàn)實(shí)主義表現(xiàn)元素加以分析，通過影視特有語(yǔ)言角度分析影視廣告的新特征。第二部分介紹的是超現(xiàn)實(shí)主義在影視廣告中的表現(xiàn)特征，將超現(xiàn)實(shí)主義影視廣告分為夸張的表現(xiàn)手法和意猶未盡的表達(dá)兩方面。第三部分介紹的是超現(xiàn)實(shí)主義在影視廣告中應(yīng)用的批判，通過廣告主題表述不明確和制作成本的浪費(fèi)，分析了超現(xiàn)實(shí)主義帶給影視廣告的不足。全文是以觀念的引入，元素的分析，特征的總結(jié)，現(xiàn)象的批判這樣一個(gè)框架結(jié)構(gòu)進(jìn)行論述。觀念的引入是為了界定概念和研究范圍，交代事實(shí)本身。分析超現(xiàn)實(shí)主義存在于影視廣告中的表現(xiàn)元素，是為了剖析超現(xiàn)實(shí)主義在影視廣告中的存在特征。總結(jié)特征是為了在影視廣告中更好的應(yīng)用超現(xiàn)實(shí)主義，并用批判的眼光看待超現(xiàn)實(shí)主義帶給影視廣告的負(fù)面影響，使我們能更清晰的認(rèn)識(shí)到問題的所在。全文旨在用超現(xiàn)實(shí)主義的藝術(shù)觀點(diǎn)看待影視廣告的新發(fā)展和不足。
[Abstract]:Surrealism creates strange, dreamy and paradoxical works of art with its words of transcendental space and time, non-logic and strange feeling, which impinges the human senses to shock the soul. The works of surrealism have a profound influence on later generations. Surrealism also affects the development of advertising. Advertising not only bears the function of transmitting commodity information, but also bears the function of establishing brand and giving meaning to goods to distinguish them from the same kind of goods. Therefore, in order to impress the audience, it is necessary to choose a more attractive and meaningful form. Surrealist works can attract the audience in the first time and arouse the audience's thinking. Therefore, the film and television advertising with surrealism features always has its own unique artistic charm. The research and analysis of this paper is based on the theories of philosophy, communication, advertising, aesthetics and so on. Through the comparative analysis of surrealist painting works and advertising examples, the combination of film and television advertising and surrealism in history. Make the article more rich, there is evidence to look for. The first part of the article introduces the performance elements of surrealism in film and television advertising, through the composition of the screen, color, light, time and space, movement, sound. This paper analyzes the surrealist elements in the film and television advertisement with the example of advertising, and analyzes the new features of the film and television advertisement from the perspective of the special language of the film and television. The second part introduces the characteristics of surrealism in the film and television advertising, classifies the surrealist film and television advertising into two aspects: hyperbole and expression. The third part introduces the criticism of the application of surrealism in the film and television advertisement. It analyzes the deficiency of the surrealism in the film and television advertisement through the unclear expression of the advertising theme and the waste of the production cost. The full text is to introduce the idea, the element analysis, the characteristic summary, the phenomenon critique such a frame structure to carry on the elaboration. The concept is introduced to define the concept and scope of research, to account for the facts themselves. The purpose of this paper is to analyze the characteristics of surrealism in film and television advertising. Summing up the characteristics is to better use surrealism in film and television advertising, and use critical eyes to look at the negative impact of surrealism on film and television advertising, so that we can clearly understand where the problem lies. The purpose of this paper is to view the new development and deficiency of film and television advertising from the surrealist point of view of art.
【學(xué)位授予單位】：河北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524.3

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