廣告文本的視覺文化研究
發(fā)布時間：2018-11-15 19:41
【摘要】： 當(dāng)今社會已進(jìn)入了一個視覺文化時代:電視、電影、報紙、雜志、互聯(lián)網(wǎng)等媒體正日益制造和傳播著各種各樣的視覺符號,現(xiàn)代文化正在脫離以語言為中心的理性主義形態(tài),在現(xiàn)代傳播科技的作用下,日益轉(zhuǎn)向以視覺為中心,特別是影像為中心的感性主義形態(tài)。 在這里,廣告已經(jīng)成為名副其實的視覺帝國。它遠(yuǎn)遠(yuǎn)超出一般商品消費與促銷范疇,成為編碼人們欲望和意識的重要手段,亦是視覺文化研究進(jìn)軍大眾文化領(lǐng)域的重鎮(zhèn)。廣告視覺文化的傳播,不但推動著一種文化形態(tài)的轉(zhuǎn)變和形成,也標(biāo)志一種新傳播理念的萌生與拓展。這些,都在極大地影響著我們文明的進(jìn)程。 本論文在內(nèi)容構(gòu)成上,包括緒論部分和主體部分(共四章),其結(jié)構(gòu)形式具體安排如下: 緒論部分主要介紹了廣告文本及視覺文化的國內(nèi)外研究情況和問題,以及本論文的寫作角度和理論創(chuàng)新之處。 第一章屬于概念界定和研究概述部分。首先對文本與廣告文本、文化研究與視覺文化研究分別作以概念界定和理論闡述,最后探討了將廣告文本分析置于視覺文化研究體系的可行性與必要性。 第二章是從視覺文化角度對廣告文本發(fā)展歷程作以梳理。具體包括三個階段:一是語言文字為中心的插圖時代。該階段廣告文本的創(chuàng)作更多的是對語言文字、韻律詩歌的追求。二是從圖文并行發(fā)展到圖文統(tǒng)一的階段。在這一階段,文案與平面設(shè)計之間的關(guān)系及處理由各自獨立趨向渾然一體。三是廣告形象主導(dǎo)的讀圖時代。廣告文本借助日益強大的媒介,其視覺表現(xiàn)形式被賦予了無限可能性。 第三章與第四章是本論文的重點部分。當(dāng)代廣告文本的視覺文化與以往相比,更加深刻地影響著我們的生產(chǎn)、消費與日常生活,甚至影響著我們的世界觀、人生觀與價值觀。因而,對當(dāng)代廣告文本視覺文化的解讀與分析,具有非比尋常的理論意義與現(xiàn)實意義。第三章便是對當(dāng)代廣告文本視覺文化的解讀。首先從作為“生產(chǎn)者式”的廣告文本展開闡述,分析了廣告文本的商品性、易讀性與互文性;其次對廣告文本的敘事表現(xiàn)加以解讀,并著重分析了現(xiàn)實主義敘事方式在廣告中的運用;最后對廣告文本與受眾的互動分析加以闡述并引入了意識形態(tài)分析方法。視覺文化研究是一種視覺性社會理論,視覺性最核心的結(jié)構(gòu)元素就是看與被看的關(guān)系,對于廣告文本分析來說,就是要重視誰在看、如何看以及廣告文本作為外部形成或?qū)ο笈c受眾內(nèi)部思想過程的互動關(guān)系等方面的研究與分析。 第四章是將廣告視覺文化納入消費社會這一語境下,分別從三個不同視角對廣告視覺文化發(fā)展過程中出現(xiàn)的問題與隱患給予關(guān)注和思考。從政治經(jīng)濟學(xué)視角來看,符號商品被賦予社會價值,廣告視覺文化成為商品拜物教的布道者;從符號學(xué)視角來看,廣告視覺符號在日益豐盈繁雜的同時,日益顯現(xiàn)出自身的價值危機;從社會學(xué)視角來看,透過廣告文本對“文化平等”與“文化民主”的制造表象,社會文化的深層次隱憂也值得我們關(guān)注。
[Abstract]:Nowadays, the modern society has entered a visual and cultural era: the media such as television, film, newspaper, magazine, internet, etc. are increasingly making and transmitting various visual symbols, and the modern culture is in the form of a rationalism centered on the language, and under the function of modern communication science and technology, An inductive form that increasingly turns to the center of vision, especially the image. Here, the ad has become a vice. In fact, the visual empire. It is far beyond the category of general merchandise consumption and promotion, and becomes an important means of encoding people's desire and consciousness. It is also a visual cultural research into the public. The communication of the visual culture of the advertisement not only promotes the transformation and formation of a cultural form, but also marks a new transmission mechanism. The initiation and expansion of the thought, all of which are greatly influenced. The process of our civilization. This paper is composed of the content of the content, including the introduction part and the main part. The specific arrangement of its structure is as follows: The introduction section mainly introduces the research of the advertising text and the visual culture at home and abroad The situation and problems, as well as the angle of writing of this paper and The first chapter is the definition of the concept and the summary of the research. First, the text and the text of the advertisement, the study of culture and the study of the visual culture are set forth in terms of the concept and the theory. Finally, it is discussed that the analysis of the advertising text in the visual culture research system can The second chapter is the visual culture An analysis of the course of the development of the advertising text, including three stages: one is the language The text-centric illustration age. The stage of advertising The creation of this book is more of the pursuit of the language and the prosodic poetry. The stage of the unity of the text. At this stage, the text The relationship between the case and the graphic design and the process are integrated with each other. Image-led era of reading. The text of the advertisement is by means of an increasingly The third and the fourth chapter are the key parts of this paper. The visual culture of modern advertising texts Compared with the past, it has a more profound influence on our production, consumption and daily life, and even the world The view, the outlook on life and the value. Therefore, the text of contemporary advertisement The interpretation and analysis of the visual culture has the non-ordinary theoretical and practical significance. The third chapter is the interpretation of the visual culture of the modern advertising text. Firstly, the article expounds the commercial nature of the advertisement text from the advertisement text which is the 鈥減roducer type鈥，
本文編號：2334256
[Abstract]:Nowadays, the modern society has entered a visual and cultural era: the media such as television, film, newspaper, magazine, internet, etc. are increasingly making and transmitting various visual symbols, and the modern culture is in the form of a rationalism centered on the language, and under the function of modern communication science and technology, An inductive form that increasingly turns to the center of vision, especially the image. Here, the ad has become a vice. In fact, the visual empire. It is far beyond the category of general merchandise consumption and promotion, and becomes an important means of encoding people's desire and consciousness. It is also a visual cultural research into the public. The communication of the visual culture of the advertisement not only promotes the transformation and formation of a cultural form, but also marks a new transmission mechanism. The initiation and expansion of the thought, all of which are greatly influenced. The process of our civilization. This paper is composed of the content of the content, including the introduction part and the main part. The specific arrangement of its structure is as follows: The introduction section mainly introduces the research of the advertising text and the visual culture at home and abroad The situation and problems, as well as the angle of writing of this paper and The first chapter is the definition of the concept and the summary of the research. First, the text and the text of the advertisement, the study of culture and the study of the visual culture are set forth in terms of the concept and the theory. Finally, it is discussed that the analysis of the advertising text in the visual culture research system can The second chapter is the visual culture An analysis of the course of the development of the advertising text, including three stages: one is the language The text-centric illustration age. The stage of advertising The creation of this book is more of the pursuit of the language and the prosodic poetry. The stage of the unity of the text. At this stage, the text The relationship between the case and the graphic design and the process are integrated with each other. Image-led era of reading. The text of the advertisement is by means of an increasingly The third and the fourth chapter are the key parts of this paper. The visual culture of modern advertising texts Compared with the past, it has a more profound influence on our production, consumption and daily life, and even the world The view, the outlook on life and the value. Therefore, the text of contemporary advertisement The interpretation and analysis of the visual culture has the non-ordinary theoretical and practical significance. The third chapter is the interpretation of the visual culture of the modern advertising text. Firstly, the article expounds the commercial nature of the advertisement text from the advertisement text which is the 鈥減roducer type鈥，
本文編號：2334256
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