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消费社会、读图时代、图像传播、视觉文化、视觉刺激、广告宣传……这一系列的社会科学的热门词汇,构成了当今传播学,尤其是视觉文化研究的焦点,也大致说明了当今社会的传播生态。本文就将对现代广告这一生活常态化的传播方式在社会和传播生态下的视觉传达立场做一个简单的动因分析,从而阐述在此立场上现代广告是怎样“赚足眼球”的。出于分析的便利,主要采用平面广告作为分析对象。
Consumer society, the era of image reading, image transmission, visual culture, visual stimulation, advertising ... ... a series of popular terms in social science, constitute the focus of today’s communication studies, especially visual culture, but also broadly illustrates today’s society The spread of ecology. This article will do a simple analysis of the motivation of modern advertising, the normal communication mode of life in the social and communication ecology, so as to explain how “modern advertising” is based on this position. For the convenience of analysis, the main use of print ads as the analysis object.