【摘要】：商業(yè)攝影是廣告活動(dòng)中最常使用的一種展示商品的手段，它不同于其他攝影，不僅具有獨(dú)特的藝術(shù)表現(xiàn)形式，，還具有審美性與功利性、藝術(shù)性與商業(yè)性等雙重身份。當(dāng)今在以消費(fèi)文化為主的大背景下，商業(yè)攝影作為一個(gè)特殊的藝術(shù)形態(tài)，呈現(xiàn)出明顯的視覺(jué)性特征。也可以這么說(shuō)，商業(yè)攝影獨(dú)特的視覺(jué)風(fēng)格最有力地印證了消費(fèi)文化時(shí)代的到來(lái)，為消費(fèi)主義價(jià)值觀的建立起到了推動(dòng)的作用。 消費(fèi)文化下的商業(yè)攝影，導(dǎo)致了視覺(jué)消費(fèi)模式的形成，消費(fèi)者除消費(fèi)產(chǎn)品本身以外，還有消費(fèi)這些產(chǎn)品象征的榮耀、地位、情調(diào)以及品味，并以審美愉悅和感性體驗(yàn)引領(lǐng)著時(shí)尚。因此作為傳遞商品信息的主要承載者，商業(yè)攝影在培養(yǎng)大眾成為消費(fèi)者、刺激消費(fèi)的過(guò)程中推動(dòng)著經(jīng)濟(jì)的發(fā)展。商業(yè)攝影顯然已成為一種傳遞商業(yè)信息的代言者，已經(jīng)超越了經(jīng)濟(jì)和商業(yè)層面，而且更多指涉到了語(yǔ)言符號(hào)學(xué)與藝術(shù)審美等層面，并改變著人們的消費(fèi)理念和生活方式。同時(shí)，經(jīng)濟(jì)的發(fā)展也給商業(yè)攝影添加了無(wú)形的動(dòng)力。當(dāng)數(shù)碼攝影技術(shù)在當(dāng)今不斷成熟并介入到商業(yè)攝影之后，給商業(yè)攝影的沖擊力遠(yuǎn)遠(yuǎn)超出了人們的想象。如今，隨著科技、社會(huì)的進(jìn)步，從我們居住的城市到鄉(xiāng)村，每天都看到大量的色彩斑斕的巨幅海報(bào)以及商業(yè)攝影廣告，歷史上從沒(méi)有任何一個(gè)階段會(huì)出現(xiàn)這么集中的視覺(jué)形象和這么密集的視覺(jué)信息。我們正在進(jìn)入圖像時(shí)代。 商業(yè)攝影，作為誕生于商業(yè)社會(huì)并具有獨(dú)特的藝術(shù)形態(tài)的攝影門(mén)類(lèi)，憑借其獨(dú)特的視覺(jué)、直觀或抽象的影像來(lái)作用消費(fèi)社會(huì)中人的精神生活。它已愈加開(kāi)放的視覺(jué)表現(xiàn)風(fēng)格和越來(lái)越藝術(shù)化的影像來(lái)表現(xiàn)產(chǎn)品，成為當(dāng)今社會(huì)的一種最具沖擊力的廣告?zhèn)鞑ッ浇椤?br/>[Abstract]:Commercial photography is one of the most commonly used means to display commodities in advertising activities. It is different from other photography. It not only has a unique form of artistic expression, but also has a dual identity of aesthetic and utilitarian, artistic and commercial. Nowadays, under the background of consumer culture, commercial photography, as a special artistic form, presents obvious visual features. It can also be said that the unique visual style of commercial photography is the most powerful proof of the arrival of the consumer culture era, and played a role in promoting the establishment of consumerism values. Commercial photography under consumer culture has led to the formation of visual consumption patterns. In addition to the consumer products themselves, consumers also consume the glory, status, sentiment and taste of the symbols of these products. And with aesthetic pleasure and emotional experience to lead the fashion. Therefore, as the main carrier of commodity information, commercial photography promotes the development of economy in the process of cultivating the masses to become consumers and stimulating consumption. It is obvious that commercial photography has become a kind of endorser to convey commercial information, which has transcended the economic and commercial aspects, and more involved in linguistic semiotics and artistic aesthetics, and has changed people's consumption concept and way of life. At the same time, the development of the economy also adds invisible impetus to commercial photography. As digital photography technology matures and gets involved in commercial photography, the impact on commercial photography is far beyond people's imagination. Today, with the progress of technology and society, from the cities we live in to the countryside, we see a lot of colorful posters and commercials every day. Never in history has there been such a concentration of visual images and such dense visual information. We are entering the image age. Commercial photography, as a kind of photography, which is born in the commercial society and has a unique artistic form, uses its unique visual, intuitive or abstract images to influence the spiritual life of people in the consumer society. It has become more and more open visual expression style and more artistic image to express the product, and has become one of the most powerful advertising media in today's society.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：J41

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 周來(lái)祥;;荒誕和荒誕的后現(xiàn)代主義[J];文藝研究;1995年06期

本文編號(hào)：2373748