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广告作为一种带有艺术创作痕迹的商业行为,虽然在很多时候是实验而先锋的,但仍然有其不得不遵循的社会规则。“性别”作为一个壁垒分明的区域,即使最大胆的广告人在面临这一敏感问题时也免不了踯躅不行。但越来越多的广告正在跨越固有的性别定位,尝试带给消费者颠覆性的视觉刺激与心灵冲击。文章试图从广告中“性别越界”现象入手,从社会、经济及广告的创作规律本身分析这种现象背后的成因。
Although advertising is a trailblazing pioneer of experimentation with commercial traces of art, advertising still has its own social rules that it has to follow. “Gender ” As a barrier-ridden region, even the most daring advertisers will inevitably die in the face of this sensitive issue. However, more and more advertisements are crossing their inherent gender orientation and trying to bring disruptive visual stimulation and psychic impact to consumers. The article attempts to start from the phenomenon of “transgressions of sex” in advertisements and analyzes the reasons behind this phenomenon from the social, economic and creative laws of advertisements themselves.