“吃定音乐”吃掉了什么?——谈当代电视广告中的“另类”语言

• 作 者: 李强
• 机 构: 中国艺术研究院,
• 出 处: 当代电视
• 发表日期: 2007年12期
• 关键词: 电视广告 联想性思维 视听语言 当代电视 视觉表现 接受者 艺术形式 视听元素 语言文字 画面语言

电视广告作为一种相对独立的艺术形式,具有自己独特的文化形态。它以视听元素为载体,借助接受者的联想性思维来传递产品信息。电视广告的核心就在于它激发了由接受者视听而引发的某种联想,进而形成一种内在的感染力。但最近国内出现了一种有悖于传统意义的电视广告形式,它强化了语言文字的联想性,而消解了视觉表现力。视听语言“屈从”于文字语言,电视广告鲜活的艺术性由此变得模糊了起来。

As a relatively independent art form, TV commercials have their own unique cultural forms. It is based on audio-visual elements as a carrier, with the receiver’s thinking to convey the product’s thinking. At the heart of television advertising is that it stimulates some kind of association triggered by the recipient’s audiovisual, which in turn creates an inherent contagion. Recently, however, a form of television advertising that is contrary to the traditional significance has emerged in China. It reinforces the associative nature of language and writing and dissolves visual expression. Audio-visual language “subordinated ” In the language of writing, the vivid artistic nature of television advertising has become blurred.