论文部分内容阅读
本文通过对2006中国广告作个案分析,探讨广告创建生活的诗意的可能性。作者的基本观点是:普通广告的基本功能是有意识塑造模式化的生活时尚,优秀的广告却可能成为一个创建生活诗意的艺术载体,在个体和群体、人类与自然、当下与历史等多重关联中进行生活的“浓缩”与“展开”的诗意创建。针对麦克卢汉认为广告只是将一个广大的领域(群体)压缩到一个狭隘的空间(个体)中,作者认为广告也可能将狭隘的空间展开为广大的领域。作者指出,这个双向运动能否实现,即能否创建生活的诗意,关键是广告制作者能否有历史的情怀和珍惜万物之心。
Through a case study of 2006 Chinese advertisements, this article explores the possibility of poetic creation of advertisements. The author’s basic point of view is that the basic function of ordinary advertising is consciously modeling a mode of life and fashion. Excellent advertising may become an artistic carrier for creating poetic life. In the multiple relationships between individuals and groups, mankind and nature, present and history, Perform poetic creation of “enrichment” and “unfolding” of life. According to McLuhan, advertising only compresses a large area (group) into a narrow space (individual), and the author believes that advertising may also expand the narrow space into a large area. The author points out that the key to whether this two-way movement can achieve or not can create a poetic life is whether an advertisement producer can have historical feelings and cherish the heart of all things.