【摘要】：怪誕是廣告美學(xué)中的一種形態(tài)，是一種運(yùn)用反常、獨(dú)特視角表現(xiàn)創(chuàng)意理念和表達(dá)產(chǎn)品調(diào)性的藝術(shù)表現(xiàn)方式。法國(guó)哲學(xué)家、評(píng)論家加謬說(shuō)“我們生活在一個(gè)荒誕的世界。”他的荒誕哲學(xué)隱藏著二戰(zhàn)時(shí)期生存主義的力量，萌芽著人類為更好生存的愿景，雖與現(xiàn)實(shí)相悖，但寄托著人們的心愿，并指引著人們?nèi)绾胃玫墨@得生活。 怪誕廣告以其荒謬、搞笑、怪異的特質(zhì)使得品牌成為業(yè)界和受眾群體討論的話題，這樣的后續(xù)影響無(wú)疑是品牌傳播期待的。但既然是討論的話題就會(huì)存在褒與貶，好與壞，喜與厭，，如何正確把握怪誕精髓，如何在競(jìng)爭(zhēng)愈加激烈的現(xiàn)代市場(chǎng)環(huán)境中個(gè)性又精準(zhǔn)有效的傳播需要多方位的考量。 曼妥思怪誕型廣告以離譜、詼諧、出人意料的情節(jié)和怪誕藝術(shù)表現(xiàn)方式打造出新奇、特色、不拘一格的品牌特色，通過(guò)廣告的傳播吸引了大批“曼妥思廣告控”，曼妥思已經(jīng)成為一種年輕人喜愛(ài)的另類文化坐標(biāo)，曼妥思的品牌力和口碑傳播力得到了增強(qiáng)，曼妥思成為新潮的代表。 作為新媒體環(huán)境下的企業(yè)，必須認(rèn)清和把握怪誕廣告存在的不足和提升方法，保證品牌的長(zhǎng)遠(yuǎn)發(fā)展。曼妥思首先應(yīng)繼續(xù)充分利用怪誕廣告吸抓眼球的優(yōu)勢(shì)，打造各異又有連貫性的廣告，增強(qiáng)品牌信息承載力，廣告怪異有趣而不脫離產(chǎn)品核心。其次，曼妥思應(yīng)合理運(yùn)用受眾心理的帶動(dòng)效應(yīng)，充分考慮不同目標(biāo)受眾心理需要及接受程度，采取文化適應(yīng)策略，將情節(jié)合理意識(shí)延伸到受眾的生活中，引發(fā)受眾的口碑傳播，充分調(diào)動(dòng)受眾的積極性，讓品牌與受眾之間形成良好的溝通機(jī)制。最后，曼妥思要善于開(kāi)發(fā)滿足消費(fèi)者即時(shí)思維的創(chuàng)新性傳播媒介（如手機(jī)、平板電腦、電子書以及其他異型紙媒等），讓受眾隨時(shí)隨地地可以參與、體驗(yàn)怪誕廣告的新奇、有趣。
[Abstract]:Grotesque is a kind of form in advertising aesthetics, and it is a kind of artistic expression which uses abnormal, unique visual angle to express creative idea and express product tonality. French philosopher and critic Garry said, "We live in an absurd world." His absurd philosophy hides the power of existentialism in the period of World War II, and sprout the vision of human being for a better survival, which is contrary to reality, but it is based on the wishes of people and guides people how to get a better life. Grotesque advertising with its absurd, funny, weird characteristics makes brand as a topic of discussion between the industry and the audience, such a follow-up impact is undoubtedly expected by brand communication. However, since it is a topic of discussion, there will be praise and derogation, good and bad, joy and disgust, how to correctly grasp the quintessence of grotesque, and how to spread personality accurately and effectively in the increasingly competitive modern market environment needs many considerations. Mantyos grotesque advertising has created novel, characteristic and unrestrained brand characteristics by its outrageous, witty, unexpected plot and grotesque artistic expression, and has attracted a large number of "Mantas advertising control" through the spread of advertisements. Mentos has become an alternative cultural coordinate that young people like, and his brand and word of mouth have been strengthened, and he has become the representative of the new trend. As an enterprise under the new media environment, it is necessary to recognize and grasp the shortcomings and promotion methods of grotesque advertising and ensure the long-term development of the brand. First of all, Mendolith should continue to make full use of the advantages of grotesque advertising to attract attention, create different and consistent advertisements, enhance the brand information capacity, and the advertising is weird and interesting, but not divorced from the core of the product. Secondly, Mendosi should make rational use of the leading effect of audience psychology, fully consider the psychological needs and acceptance degree of different target audiences, adopt the cultural adaptation strategy, extend the reasonable awareness of the plot to the audience's life, and cause the audience's word of mouth spread. Fully mobilize the enthusiasm of the audience, so that the brand and the audience to form a good communication mechanism. Finally, Mentos should be good at developing innovative media (such as mobile phones, tablets, e-books, and other heterogeneous print media) that satisfy consumers' instant thinking, so that audiences can participate anytime, anywhere, and experience the novelty and fun of grotesque advertising.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8

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