【摘要】： 當(dāng)前經(jīng)濟(jì)全球化和信息技術(shù)的不斷推進(jìn)與發(fā)展,帶來了新一輪世界經(jīng)濟(jì)、政治、文化的革新,也宣告了后現(xiàn)代的到來。伴隨著這種新興的社會思潮的出現(xiàn),藝術(shù)設(shè)計的各個領(lǐng)域發(fā)生了嶄新的變化,形成了后現(xiàn)代主義設(shè)計的傳播新形式。本文筆者是站在后現(xiàn)代主義背景之上,以廣告設(shè)計的后現(xiàn)代淵源、表現(xiàn)的類別以及中國廣告設(shè)計對后現(xiàn)代潮流的反應(yīng)作為研究重點,對中國后現(xiàn)代廣告的未來發(fā)展進(jìn)行了分析與探討。文中把后現(xiàn)代廣告設(shè)計表現(xiàn)手法劃分為:復(fù)古形式的表現(xiàn)、手繪形式的表現(xiàn)、文字創(chuàng)意型、意識形態(tài)型、數(shù)碼科技型、夸張荒誕型、攝影綜合型這七種形式進(jìn)行梳理。同時,還以中國傳統(tǒng)文化和西方后現(xiàn)代文化相交融的視角對中國上個世紀(jì)八十年代、九十年代和本世紀(jì)初三個時期出現(xiàn)的后現(xiàn)代主義廣告風(fēng)格進(jìn)行剖析。最后給以結(jié)論:中國的后現(xiàn)代廣告創(chuàng)作既要吸收西方后現(xiàn)代主義廣告的創(chuàng)意方法和創(chuàng)意理念,又要防范后現(xiàn)代主義廣告所帶來的負(fù)面影響,尤其是中國的本土廣告要注重在傳統(tǒng)文化中汲取創(chuàng)意源泉,結(jié)合后現(xiàn)代廣告設(shè)計的特征創(chuàng)作出中國特色的廣告風(fēng)格,以達(dá)到整合并操作本土文化資源,開拓中國后現(xiàn)代廣告的創(chuàng)新思維,提升后現(xiàn)代廣告創(chuàng)作價值的目的,最終創(chuàng)作出具有中國后現(xiàn)代民族性的廣告作品。
[Abstract]:The current economic globalization and the continuous development of information technology have brought a new round of world economy, politics, cultural innovation, but also announced the arrival of post-modern. With the emergence of this new social trend of thought, new changes have taken place in various fields of art design, forming a new form of communication of postmodernism design. The author of this paper is standing on the background of post-modernism, focusing on the post-modern origin of advertising design, the categories of expression and the response of Chinese advertising design to the post-modern trend. This paper analyzes and discusses the future development of post-modern advertising in China. In this paper, the postmodern advertising design techniques are divided into seven forms: retro form, hand-painted form, text creative type, ideological type, digital science and technology type, exaggeration absurdity type, photography comprehensive type, these seven forms are combed. At the same time, from the perspective of the blending of Chinese traditional culture and western postmodern culture, this paper analyzes the postmodernism advertising style of China in the 1980s, 1990s and early 2000s. Finally, it is concluded that China's post-modern advertising creation should absorb the creative methods and ideas of western postmodernism advertising, and prevent the negative influence of post-modernism advertising. In particular, local advertising in China should pay attention to drawing creative sources from traditional culture, and combine the features of post-modern advertising design to create advertising styles with Chinese characteristics, so as to integrate and operate local cultural resources. To explore the innovative thinking of Chinese postmodern advertising, to promote the value of postmodern advertising, and finally to create Chinese post-modern national advertising works.
【學(xué)位授予單位】：湖北美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：J524.3

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本文編號：2391156