【摘要】：法國是一個有著悠久歷史和燦爛文化的國家,她的文化包羅萬象,無論是繪畫、文學(xué)、電影、建筑還是美食或時尚,在全世界都享有盛名。法蘭西民族的熱情、浪漫與美都包含在它深厚的文化底蘊中。19世紀(jì)后,巴黎成為歐洲的文化中心,產(chǎn)生了許多新的文化思潮和流派。法國豐富的文化遺產(chǎn)、先進(jìn)的思想體系以及發(fā)達(dá)的經(jīng)濟(jì)致使法國的廣告業(yè)也非常發(fā)達(dá),她是世界五個廣告大國之一,年廣告費在百億元以上,在戛納還有聞名世界的國際廣告節(jié)。因此,可以說法國廣告業(yè)是世界廣告的風(fēng)向標(biāo),法國文化對全球廣告都產(chǎn)生了直接影響。 戛納國際廣告節(jié)被譽為“廣告界的奧林匹克”,這是廣告界的一大盛會,能在廣告節(jié)上獲獎的作品都是全球各廣告作品中的佼佼者。雖然戛納國際廣告節(jié)的作品來自世界各地,評委也來自不同的國家和地區(qū),但由于戛納廣告節(jié)地處法國,受到法國文化的浸染和影響,再加上法國廣告業(yè)極其發(fā)達(dá),所以本文將通過案例分析從三個方面說明法國文化對戛納獲獎廣告影片審美取向的影響。 首先是對法國文化對戛納廣告獲獎影片敘事模式影響的研究,這部分主要是分析獲獎影片主題、情節(jié)、結(jié)構(gòu)和符號的特征,以及法國文化對這些特征的影響。 其次是從戛納獲獎廣告影片的美學(xué)風(fēng)格方面著手,著重敘述法國文化思潮中的浪漫主義風(fēng)格、超現(xiàn)實主義風(fēng)格、后現(xiàn)代主義風(fēng)格以及意識形態(tài)風(fēng)格在戛納獲獎影片中的體現(xiàn)和運用。 復(fù)次是論述法國文化對戛納獲獎廣告影片在創(chuàng)意模式方面的影響,筆者把這些創(chuàng)意模式分為五個原則：美與藝術(shù)至上的原則、觀念至上的原則、性與幽默訴求為中心原則、廣泛運用時尚流行符號元素原則。本文將例證這些原則中要么暗含法國的思想觀念,要么就是有法國流行的元素在其中。 文章最后,將分析戛納廣告節(jié)對我國廣告及全球廣告的積極影響,并通過對法國文化與戛納獲獎影視廣告審美取向研究得出的經(jīng)驗和結(jié)論,對我國廣告及世界影視廣告的發(fā)展提出看法。
[Abstract]:France is a country with a long history and splendid culture, its culture is all-encompassing, whether it is painting, literature, film, architecture, food or fashion, it is famous all over the world. The passion, romance and beauty of the French nation are contained in its profound cultural heritage. After the 19th century, Paris became the cultural center of Europe, producing many new cultural thoughts and schools. With its rich cultural heritage, advanced ideological system and developed economy, France's advertising industry is also very developed. She is one of the five major advertising countries in the world, with an annual advertising cost of more than 10 billion yuan. There is also the world-famous International Advertising Festival in Cannes. Therefore, it can be said that the French advertising industry is the vane of the world advertising, French culture has a direct impact on the global advertising. Cannes International Advertising Festival is known as the "Olympic Games of the Advertising World", which is a grand event in the advertising industry. The winning works at the Advertising Festival are among the best of all advertising works in the world. Although the works of the Cannes International Advertising Festival come from all over the world and the judges come from different countries and regions, because the Cannes Advertising Festival is located in France, it is influenced and influenced by French culture, together with the extremely developed advertising industry in France. So this article will explain the influence of French culture on the aesthetic orientation of Cannes award-winning advertising film from three aspects through the case analysis. The first part is the study of the influence of French culture on the narrative pattern of the award-winning film in Cannes. This part mainly analyzes the theme, plot, structure and symbol characteristics of the winning film, and the influence of French culture on these characteristics. Secondly, it begins with the aesthetic style of the award-winning advertising film in Cannes, focusing on the romantic style and surrealist style in the French cultural trend of thought. The embodiment and application of post-modernism style and ideology style in Cannes award-winning film. The author divides these creative models into five principles: the principle of beauty and art supremacy, the principle of concept supremacy, the principle of sex and humorous appeal as the central principle, and the influence of French culture on the creative mode of Cannes award-winning advertising films. The principle of popular symbol elements in fashion is widely used. This article will illustrate that these principles contain either French ideas or elements that are popular in France. Finally, this article will analyze the positive influence of Cannes Advertising Festival on China's advertising and global advertising, and through the French culture and Cannes award-winning film and television advertising aesthetic orientation research experience and conclusions, To our country advertisement and the world film and television advertisement development puts forward the opinion.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G156.5;J524.3;G206

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