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广告设计以经营与谋划视觉形象进行商品传播,商品自诞生之初即拥有后现代主义特性,于是“后现代主义”渗入广告设计的方方面面。透视日常生活巨细靡奢的广告视觉表征,后现代主义从舶来主义到本土化,显然是蛮横说教的权利文化与当下畸形视觉经验的长期接受的反噬。后现代主义发轫于视觉威权盛行的当下,面对讯息万变、目不暇接的视觉变革,以反叛、调侃亦嘲讽的视觉观念,将视觉片断挪移、剪切与重置,以迥异的视觉形象粉墨登场。解剖广告设计的后现代主义精神与后现代主义外衣下的广告设计视觉美感内涵;研究“后现代广告”从“文本文化”到“视觉文化”的转变所呈现出一种特殊的消费文化;探微后现代广告呈现的各种符号的社会意义、文化内涵与消费者的知觉共鸣正是我们学习与实践的兴趣所在。
Advertising design to manage and plan the visual image of commodity communication, since the beginning of the birth of goods that have the characteristics of post-modernism, so “postmodernism” infiltrated all aspects of advertising design. Visualization of everyday life, extravagant ad visual representation, postmodernism from the nativist to the localization, apparently the right to preach the culture of culture and the current malformation visual experience long-term accepted anti-bite. Postmodernism has emerged in the present moment where visual authoritarianism prevailed. In the face of the ever-changing visual changes and the visual concepts of rebellion, ridicule and ridicule, the visual fragments were shifted, cut and reset, and appeared in different visual images. Postmodernism of anatomical advertising design and visual aesthetic connotation of advertising design under the cover of postmodernism; the change of “post-modern advertising ” from “text culture ” to “visual culture ” shows a Special consumer culture; exploring the social meaning, cultural connotation and consumers’ perceptual resonance of various symbols appearing in post-modern advertising is exactly the interest we study and practice.