硕士论文-后现代广告的审美之维

中南民族大学硕士学位论文后现代广告的审美之维姓名：张冠琼申请学位级别：硕士专业：文艺学指导教师：高卫华20080501IIIIIIAbstractWhetherasapurelycommercialartorartitself,theadswillhavetoshowacertainagepeople'slivingconditionandspiritualpursuit.Post-modernadpost-modernistcultureisaformofshow,it'sauniquewaytorecordandperformanceofthechangesofthetimes,reflectingthepost-modernistideasofallkindsofculturalidentity,isaninnovativestyleoftheformsofadvertising.Post-modernadvertisingisnotanacademichasbeenrecognizedinthestrictconcept,butinthepost-modernthoughtandcultureundertheadposture,shouldnotbeneglectedandagrowingdevelopmenttrendoftheads.Informandincontent,theadsarenowhidingorhowmuchpublicitythevariouspost-modernistlaw.Afterthepaperasthebackgroundofmodernandthepost-modernadsproduced,andasacommercialnatureoftheartform,post-modernadwiththeaestheticvalueanditsuniqueformofperformance,asummaryofpost-modernaestheticcharacteristicsofthead,summaryAnalysisofthepost-modernadvertisinginChina'sdevelopmentandtheimpactofit.Thispaperisdividedintofourparts.Introducedafterthefirstpartofthebackgroundofmodernadvertising,specificallyfromwhatispost-modern,post-modernculturalidentity,thecrisisfacingthemodernadthreelevelsofanalysisoftheinevitabilityofmodernadvertisingcameintobeing.Post-modernisrelativetothemodernconceptofaproposed,itisthemoderntraditionofsubversionandbeyond,showingallkindsofmodernsocietydeconstructionoffeatures,suchasdigestionCenter,subversionagainsttheauthority,suchasdiversification.Thisarticlefromthethreeaspectsofpost-modernculturalidentity,thatis,afterthemodernreal-lifeenvironment,themainplanefluandflulossofthemainmentalstate,andconsumercultureandtheriseofpopularculture.Theyareinthepost-modernsociety,theuniquephenomenon,butalsobreedspost-modernadthesoil.Facedwithsuchabackgroundofpost-modernsociety,modernadvertisingdull,flat,boringformofexpressionfromtheaudiencedissatisfactionwiththenewculturecallsforanewadtheemergenceofpost-modernadisinsuchanenvironmentthePotuerchu.Thesecondpartofapost-modernaestheticvalueofadvertisingformsandmanifestations.Advertisingasautilitariannaturewiththearts,botheconomicvalueandhaveaestheticvalue.AccordingtoHegel'saestheticvalueofthingsthecriteriaforjudgingfromthestatementandelephant,intendedthreeaspectsofpost-modernadreflectionoftheaestheticvalue.Post-modernad'sstatementintheIVUnitedStatesanditscopyoftheplaneandvisual,textcanbeameansinitselfisastunningbeautyasbeautyliesinthetraditionaldevelopmentandsubversion,Showaestheticanduglytwotrends,intendedthebeautyofthepost-modernthemeoftheperformanceofyourdeep,creatingamoodoftheUnitedStatesisnotmodernadvertisingandtherate.Thethirdpartofpost-modernadsummeduptheaestheticcharacteristics.Accordingtoalotofadvertisingcase,summedupapost-modernad'ssevenmajorfeaturesoftheaesthetic,visualdominate,ideology,thepeople,entertainment,personalization,fashionandstyleliberalization.Withtheaestheticofcontemporaryculturetovisual,post-modernadshowingamasterofthevisualcharacteristicsofthesurfaceintheformofbecomingamoresignificantpresence,theaudienceistoseizethedecisivefactorintheeyeball;donotinvolveanyproduct-relatedinformation,fromIdeologicalimpactontheaudience,inspiretheaudiencefromthesubconscious,ispost-modernadbreakyouremotionaldemandsofthemodernandrationaldemandsofunifyingtheworldtoshowthetraditionofthetypicalpost-modernaestheticcharacteristics;Post-moderncultureisaninclusiveformofastrongculturaldiversity,recognizetheexistenceofanyreasonable,therefore,post-modernadboldlytothewaytheperformanceofnon-mainstreamgroupstosurvive,andthisshowsapersonoftheUnitedStates;WithTheauthorityoftheresolution,individualgradualescalation,aftermoremodernself,afterthedemandsofmodernadvertisingisgraduallyfromindividualdemandstopersonalaspirations.Whenthemaincharacterofafemale,ontheformationofawaveoffeminist,post-modernfeministadvertisingisanimportantpartoffashionandadvertisinghasbecomeaneconomiccommunityinthetwinsisters,afterthefashionofmodernadvertisingisemergingAnotheraestheticcharacteristicsofthemodernadvertising,post-modernartformsofadvertisingismoreinclusive,seriousthemescanbeusedeasilyintheformofexpressionandlively,thisispost-modernphilosophyandareflectionofsurvival.Thefourthpartofabriefanalysisofpost-modernadvertisinginChina'sdevelopment.Analysisofthepost-modernadvertisinginChina'sdevelopmentstatus,developmentandpost-modernadontheimpactofChina'sadvertisingcreativity.Post-moderndevelopmentinChinaasaJuanjuanxiliu,butitalsocannotcontainthespeedandintensityfortheexpansion.Weshouldbethecorrectapproachtotreatment,cannotbepursuedorabsoluteexclusion,butshouldbeinaccordancewithChina'snationalconditionsandcharacteristicsoftargetgroupsofconsumerstodecidewhethertoadoptthepost-modernmeansofadvertisingperformance.StudyandlearnVfromtheWestaftertheessenceofmodernadvertising,betterusedforthedevelopmentofChina'sadvertisingtocreateanewpath.KeyWords:Post-Modernism;Post-modernAdvertisement;Subversion;Imitatefrolicly;Subconsciousness1______2123212453...19972194...19972275...19971966..19922767...19972048789911010211/111.[D].200712212[]..200143131213.[D].200714