【摘要】：我國已經(jīng)進入消費社會轉(zhuǎn)型期。消費社會的來臨,表征著廣告的生產(chǎn)和消費逐步由重物質(zhì)需求趨向重精神愉悅,由合規(guī)律、合目的走向合乎美。廣告促進了人們消費觀念的變化,新品味、新時尚、新秉性和新體驗得以廣泛傳播。然而,消費社會境遇中,廣告以美學(xué)為外衣,以商業(yè)訴求為皈依進行審美創(chuàng)設(shè),廣告審美文化難免出現(xiàn)腐化和變質(zhì)的審美異化現(xiàn)象,甚至已經(jīng)遮蔽了廣告美學(xué)存在的價值和意義。 本文定位于美學(xué)研究范疇,歷史地、辯證地考察研究廣告審美文化的嬗變邏輯。文章以廣告審美文化為研究核心,全面、系統(tǒng)、深入剖析廣告美的生產(chǎn)、接受實踐,力求對廣告審美異化現(xiàn)象進行深入批判并予以匡正。 首先,文章對異化現(xiàn)象形成的背景進行深入考察分析,全面把握消費社會形成、廣告市場發(fā)展以及廣告審美異化現(xiàn)象之間的脈絡(luò)及內(nèi)在邏輯;接著,文章考溯消費社會的歷史演變后發(fā)現(xiàn),從生產(chǎn)型社會向消費性社會的轉(zhuǎn)變,也就是從現(xiàn)代向后現(xiàn)代的轉(zhuǎn)變。消費既滿足人們的生產(chǎn)生活需求,也負載著人們的倫理、價值、審美、意識和社會關(guān)系體系,因此它是人們生活世界的基本方式和經(jīng)驗;然后,文章專門對消費與欲望、審美、廣告這三者之間的關(guān)系進行深入考辨,認為當今世界出現(xiàn)了消費、欲望、審美、廣告相聚合的文化景觀;再次,文章站在消費社會角度,由表及里,逐層剝離廣告審美表象,深入到廣告審美內(nèi)核來審視廣告美和藝術(shù)的生產(chǎn)、傳播與接受實踐,以批判的視野探討廣告審美所面臨的泛化、異化困境。廣告審美異化景象,實際上是美學(xué)規(guī)則“缺席”而引發(fā)出審美滑落的苦果。廣告審美規(guī)則的“缺席”,就會使廣告審美活動“失控”而進一步偏離審美軌道。當下廣告審美文化所暴露出的諸多問題,尤其需要審美規(guī)則的“在場”。保證審美規(guī)則“在場”,可以監(jiān)督和批判廣告審美文化的“異化”表現(xiàn),使廣告審美文化領(lǐng)域成為傳播美和弘揚美的場所。 最后,本文嘗試提出建構(gòu)廣告審美文化的設(shè)想及理論架構(gòu),探索超越廣告單純追求商業(yè)功利的模式,探尋新的廣告審美活動規(guī)律,建立以“真、善、美”為皈依,融商業(yè)行為與審美功能于一體的廣告審美新模式,以適應(yīng)新時代的呼喚與要求�！罢妗薄ⅰ吧啤�、“美”的統(tǒng)一,是促進當代審美文化的發(fā)展,讓人們在愉悅的審美氛圍中享受人生、塑造人生的基石,是現(xiàn)代廣告發(fā)展與完善所追求的目標價值。
[Abstract]:Our country has entered the transition period of consumer society. The coming of the consumer society means that the production and consumption of advertisement is gradually changing from the material demand to the spiritual pleasure, from the law of cooperation and the goal to the beauty. Advertising promotes the change of people's consumption concept, new taste, new fashion, new personality and new experience. However, in the consumer society, advertising takes aesthetics as its cloak and commercial appeal as its conversion for aesthetic creation. The aesthetic culture of advertisement inevitably appears the phenomenon of corruption and deterioration of aesthetic alienation. It has even obscured the value and significance of the existence of advertising aesthetics. This paper, in the category of aesthetic research, dialectically examines the evolution logic of advertising aesthetic culture. The article takes the advertising aesthetic culture as the core, comprehensively, systematically, deeply analyzes the production of advertisement beauty, accepts the practice, and makes every effort to criticize and correct the phenomenon of advertising aesthetic alienation. First of all, the article makes a thorough investigation and analysis on the background of alienation phenomenon, and comprehensively grasps the context and internal logic between the formation of consumer society, the development of advertising market and the phenomenon of advertising aesthetic alienation. Then, the article traces the historical evolution of the consumer society and finds that the transformation from the productive society to the consumer society is from modern to postmodern. Consumption not only meets the needs of people's production and life, but also loads people's ethics, value, aesthetics, consciousness and social relationship system, so it is the basic way and experience of people's life world. Then, the article specially discusses the relationship between consumption and desire, aesthetics and advertising, and thinks that the cultural landscape of consumption, desire, aesthetics and advertising converge in today's world. Thirdly, from the point of view of consumer society, the article deletes the aesthetic appearance of advertising from the outside to the inside, and goes deep into the aesthetic core of advertising to examine the production, dissemination and acceptance of advertising beauty and art. This paper discusses the generalization and alienation dilemma of advertising aesthetics from a critical perspective. In fact, the aesthetic alienation of advertisement is the result of aesthetic decline caused by the absence of aesthetic rules. The absence of advertising aesthetic rules will make advertising aesthetic activities "out of control" and further deviate from the aesthetic track. In the present advertising aesthetic culture, many problems are exposed, especially the presence of aesthetic rules. To ensure the "presence" of aesthetic rules can supervise and criticize the expression of "alienation" of advertising aesthetic culture and make the field of advertising aesthetic culture become the place where beauty can be spread and promoted. Finally, this paper tries to put forward the assumption and theoretical framework of constructing advertising aesthetic culture, explore the mode of transcending the commercial utility of advertising, explore the new pattern of advertising aesthetic activity, and establish the conversion of "truth, goodness and beauty". The new pattern of advertising aesthetics, which integrates commercial behavior and aesthetic function, can meet the needs of the new era. The unity of "truth", "good" and "beauty" is to promote the development of contemporary aesthetic culture, to let people enjoy life in a pleasant aesthetic atmosphere, and to shape the cornerstone of life, which is the goal value pursued by the development and perfection of modern advertising.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J524;F713.8

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