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作为一种无可回避的广告现象(或广告事件),“意识形态”的广告始终以其强烈的风格保持着对于其他广告、其他广告人和其他代理商的既定距离。事实上,面对“意识形态”的广告,我们的感官会频频错位,知性会剧烈摇撼,而固有的广告理念则会遭遇重创。尽管如此,我们往往满足于将其视为一种在某种特定环境下产生的另类美学现象,并心安理得地将其纳入“后现代”、“超现实”、“荒诞”“魔幻”……等既成的批评概念和话语体系中——似乎仅仅完成一次形而上的分类就足以在所谓社会文化的等级世界里为它们寻找到一个确定的位置,似乎这样就足以一劳永逸地解决它们的最初起源与最终归宿。那么这样就足够了吗?是不是我们的震撼与疑惑已经统统得到了解决?也许远远不是。值得注意并且应当特别小心的是,“美学的广告”和“广告的美学”之间还有着一段难以逾越的不小距离:前者正如我们通常所做,不是利用广告内在的范畴解说广告,而是在一种外在的理论体系中寻找广告可能的容身之处;而后者——也就是“广告的美学”——则意味着立足于广告自身,以“概念”、“创
As an unavoidable advertising phenomenon (or advertising event), ”ideological “ advertising has always been in its strong style with other advertisers, other advertisers and other agents set the distance. In fact, in the face of ”ideological“ advertisements, our senses will be dislocated frequently, intellectuals will be shaken violently, and inherent advertising concepts will suffer hardships. In spite of this, we are often content to regard it as a kind of alternative aesthetic phenomenon that arises in a certain environment and confidently incorporate it into ”postmodern “, ”surreal “, ”absurd “Magical ” ... and other established critical concepts and discursive systems - it seems that a mere metaphysical categorization can suffice to find a definite place for them in the so-called socio-cultural hierarchical world, as if it would suffice for once and for all Solve their original origins and ultimate destination. Is this enough? Is it because our shock and doubt have all been solved? Perhaps not far. It is noteworthy and should be especially careful that there is an insurmountable distance between “Aesthetics Advertisements” and “Aesthetics of Advertising”: the former, as we usually do, rather than using the inherent categories of advertising Advertising, but in an external theoretical system to find the possible shelter of advertising; the latter - that is, “the aesthetic of advertising” - means that the advertising itself, to “concept” "Chong