發(fā)布時(shí)間：2019-06-11 17:52

【摘要】： “陌生化”是俄國(guó)形式主義的核心概念。1914年,什克洛夫斯基提出了“陌生化”理論,在形式主義者看來(lái),藝術(shù)的過(guò)程,就是事物“陌生化”的過(guò)程,就是不斷摒棄感覺(jué)的無(wú)意識(shí),延續(xù)驚奇感的過(guò)程,增加了感受的難度,從而延長(zhǎng)了感受時(shí)間,是不斷地將規(guī)范、習(xí)慣轉(zhuǎn)化為陌生的過(guò)程,是新舊形式不斷更替的過(guò)程。 “陌生化”是一個(gè)不斷建構(gòu)的、隨著具體語(yǔ)境的變化而變化的范疇,“陌生化”理論雖然是20世紀(jì)初西方學(xué)者提出的,但是對(duì)“陌生化”理論的建構(gòu)和實(shí)踐絕不是某一文藝領(lǐng)域和時(shí)期所獨(dú)有,而是文化藝術(shù)活動(dòng)中最普遍的特征,被藝術(shù)家們有意識(shí)或無(wú)意識(shí)的運(yùn)用到藝術(shù)創(chuàng)造的各個(gè)方面。正如什克洛夫斯基所說(shuō):“凡是有形象的地方,幾乎都存在陌生化手法”。 從出現(xiàn)傳統(tǒng)廣告形態(tài)以來(lái)到20世紀(jì)90年代至今,廣告經(jīng)歷了從傳統(tǒng)形態(tài)到現(xiàn)代再到后現(xiàn)代的發(fā)展過(guò)程,廣告話語(yǔ)呈現(xiàn)的內(nèi)涵從強(qiáng)調(diào)產(chǎn)品、功能慢慢過(guò)渡到品牌形象的符號(hào)價(jià)值。在這一過(guò)程中,廣告話語(yǔ)通過(guò)不斷的“陌生化”來(lái)改變自己的形態(tài)以適應(yīng)社會(huì)發(fā)展的需要,同時(shí)也極大的豐富了“陌生化”理論,擴(kuò)大了其內(nèi)涵和外延�，F(xiàn)代廣告正以全新的話語(yǔ)方式向我們展示自己,形式的“非物質(zhì)化”趨勢(shì)改變了以往功能決定形式的經(jīng)典廣告設(shè)計(jì)法則。從表現(xiàn)產(chǎn)品功能為核心的形態(tài)到著重表現(xiàn)個(gè)性、趣味、體驗(yàn),廣告話語(yǔ)的現(xiàn)代化進(jìn)程呈現(xiàn)出了其特有的“陌生化”趨勢(shì)。通過(guò)不斷“陌生化”的視覺(jué)藝術(shù)形式來(lái)表達(dá)自己,已成為現(xiàn)代廣告發(fā)展的一種重要方向。 廣告話語(yǔ)是指廣告的一切表達(dá)層面,包括語(yǔ)言、文字、圖像、聲音等多種不同的要素,它通過(guò)其特殊的話語(yǔ)內(nèi)容、形式和“陌生化”傾向,呈現(xiàn)出不同于一般話語(yǔ)的自身的特點(diǎn)和規(guī)律。廣告話語(yǔ)革新性很強(qiáng)、規(guī)則變動(dòng)性和話語(yǔ)意義的不確定性也非常大,這就為我們探究廣告話語(yǔ)“陌生化”提供了一個(gè)相對(duì)廣闊的平臺(tái)。 要對(duì)廣告話語(yǔ)“陌生化”進(jìn)行描述和探究,需要對(duì)廣告的發(fā)展形態(tài)進(jìn)行一個(gè)分期,基于我所探究的角度,我作了如下分期:傳統(tǒng)廣告形態(tài);現(xiàn)代廣告形態(tài);后現(xiàn)代廣告形態(tài)。 文章共分為三部分,第一章主要通過(guò)梳理,闡述“陌生化”理論,評(píng)價(jià)其重要方法論意義,并提出廣告話語(yǔ)“陌生化”呈現(xiàn)的維度;第二章通過(guò)依托“陌生化”理論來(lái)總結(jié)廣告話語(yǔ)由傳統(tǒng)形態(tài)到現(xiàn)代形態(tài)再到后現(xiàn)代形態(tài)的“陌生化”進(jìn)程。通過(guò)認(rèn)識(shí)具體的廣告藝術(shù)發(fā)展過(guò)程獲得對(duì)“陌生化”理論更為全面和生動(dòng)的理解和認(rèn)識(shí);最后,第三章是在前兩章的基礎(chǔ)上,分析、總結(jié)廣告話語(yǔ)“陌生化”的具體表現(xiàn)和審美價(jià)值。 用“陌生化”理論這一西方文學(xué)理論視角來(lái)闡述像廣告藝術(shù)這樣的視覺(jué)藝術(shù),能夠形成對(duì)廣告藝術(shù)的歷時(shí)態(tài)變化的描述邏輯,并進(jìn)一步證明了審美體驗(yàn)由“自動(dòng)化”到“陌生化”的運(yùn)動(dòng)過(guò)程,更為具體的揭示了“陌生化”理論是一個(gè)不斷發(fā)展變化、建構(gòu)、豐富的范疇。
[Abstract]:The "chemical and biochemical" is the core concept of Russian formalism. In 1914, Shiklovsky put forward the "chemical and biochemical" theory. In the form of the form, the process of art, that is, the process of the "chemical and biochemical" of things, is the process of continuously rejecting the sense of unconsciousness and continuing the sense of marvel, and increasing the difficulty of feeling, so as to prolong the feeling time. It is the process of constantly changing the norm and the habit into a strange process, which is the process of changing old and new forms. The "chemical and biochemical" is a constant construction, and with the change of the specific context, the "chemical and biochemical" theory has been proposed by the western scholars in the beginning of the 20th century, but the construction and practice of the "chemical and biochemical" theory is not unique in a certain field of literature and art, but the most common feature in the cultural and artistic activity, and is consciously or unconsciously applied by the artists to all aspects of the art creation. In this process, the advertising discourse changes its form to meet the needs of social development from the traditional form to the modern and post-modern development process. In this process, the advertising discourse changes its form to meet the needs of the social development through the continuous "chemical and biochemical", and also greatly enriches the "chemical and biochemical" theory and expands its connotation and extension. The modern advertisement is showing itself in a new way of discourse, and the "non-materialization" trend of the form changes the classical advertising design rule in the form of the previous function. From the form of the core of the function of the product to the focus of the individual, the taste, the experience, the modernization of the advertising discourse presents its unique "chemical and biochemical" trend. By the continuous "chemical and biochemical" of the visual art form to express itself, it has become a modern advertising development. The advertising discourse refers to all the expression level of the advertisement, including many different elements of the language, the text, the image, the sound and so on, and it is different from the characteristics and the law of the general discourse through its special discourse content, form and "chemical and biochemical" tendency. The innovation of the advertising discourse is strong, the uncertainty of the rule and the meaning of the discourse is also very large, which provides us with an inquiry into the "chemical and biochemical" of the advertising discourse. It is a relatively broad platform. To describe and explore the "chemical and biochemical" of the advertising discourse, it is necessary to make an installment of the development pattern of the advertisement, and based on the angle I have explored, I have made the following stages: the traditional advertisement form; the modern and wide The article is divided into three parts. In the first chapter, the article is divided into three parts. The first chapter mainly focuses on the "biochemistry" theory, evaluates its important methodological significance, and puts forward the dimension of the "biochemical" presentation of the advertising discourse. The second chapter is to summarize the "biochemical" process of the advertising discourse from the traditional form to the modern form to the post-modern form by means of the theory of "biochemistry". In the last, the third chapter is based on the first two chapters to analyze and summarize the advertisement words" trunk> chemical and biochemical " 【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 劉惠玲;喬穎;;廣告語(yǔ)陌生化翻譯的美學(xué)價(jià)值[J];長(zhǎng)治學(xué)院學(xué)報(bào);2013年03期

相關(guān)碩士學(xué)位論文 前1條

1 秦苗;攝影藝術(shù)創(chuàng)作的“陌生化”探究[D];上海師范大學(xué);2012年

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本文編號(hào)：2497367