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后现代文化的一个突出特征就是形象取代语言成为文化转型的典型标志,广告及广告形象这一问题就成了我们所称的后现代主义的中心问题。在后现代社会,复制、同质化已使许多商品越来越缺乏独特卖点,品牌的风格化、感觉化、印象化、情绪化创意表现在广告传播中势必流行。后现代主义偏重视觉形象的美学特征为广告创作开辟了更为广阔的表现空间,广告就应该让形象本身说话,因此,消费社会才会偏重视觉与图像文化。
A prominent feature of postmodern culture is that image replaces language as a typical symbol of cultural transformation. The issue of advertising and advertising images has become what we call the central issue of postmodernism. In the postmodern society, duplication and homogenization have made many commodities lack of unique selling points more and more. The stylized, sensory, impressionistic and emotional creative expression of brands is bound to prevail in the dissemination of advertisements. Postmodernism emphasizes the aesthetic characteristics of visual image, which opens up a broader space for performance in advertising creation. Advertising should make the image itself speak, therefore, consumer society will lay emphasis on visual and image culture.