后现代语境下平面广告形式语言新特征

四川美术学院硕士学位论文后现代语境下平面广告形式语言新特征姓名：秦臻申请学位级别：硕士专业：设计艺术学指导教师：@20040401,,,,,,);););),,,,,,,,,,;;,,:))))),)2004.4KeywordspostmodernGraphicdesignofAdvertisementthelanguageofAdvertisementFormlanguageSnopsisWorldWarIIhereafter,thewesternsocietyisperiodtoindustrializeafterchangingdirectionquicklyfromtheindustrializationperiod,wholesocietyisfromtheproductivity,producetorelatetothesocietydevelop,thecultureappearancetookplacethedeepvarietywithexchangesmethodall.Thisatthattimeperiod,peoplesinceenjoysciencethetechnicalandfastprogressing,hightechnology,consumetheculture,mediaculturespreadwiththepublicfastfiercethematerialofplentifulnessinculturethatdevelopmentbringenjoys;AlsofacetheworldwarIIbringthehumanunprecedentedcalamitywiththeecosystemenvironmentworsencauseincreasinglytoexistthecrisisseriously.Thiskindofeconomictechniqueiswiththeculture,affectivestandsoppositeseverely,nowhumanreasonablenesswithnotrationalclash,afterconstitutingsocialthesourceofallself-contradictclashsinindustry,causetooldrecountthedoubtoftheprinciplewithnegate.Peoplepayattentiontoafreshandtrytorebuildthemodernsocietytheinsidedrivethepersonwhodistortandperson,personandnature,personandsocialcommunicationrelation;Intentionoverthrowstoestablishgraduallyinnearmodernculturewithsciencethatdevelopandrationalspirit,trytoawakeninmodernsocietydrivepeopleofthealienation,atlookfortheoneselfworthanatthesametime,attainwiththeperiodcompletefreestate.Comeuptheconsiderationfromthethoughtfoundation,themodernthoughtinpostiswhatfoundationtoestablishatakindoftofromenlightentheperiodformationinsportwithperfectfourkindsofthoughtsmodedrivesolutiontop.Theyrespectivelyis:A)Hegelianconcerningphenomenonwiththetheoriesofthedialecticalmodeintwodollarsoftheinnatecharacter.Two)Floydaccordingtovirtuousconcerningsurfacelayerwithdeepdistinctionwithstandoppositemode.Three)existentialismphilosophyarealityfordistinguishinganalysewithnottrue;Alienationwithnottheprincipleofthealienation.Four)theSaussurestructuralismsignlearnstheconcerningadistinctionforpointingwithcanpointingmode.Underthiskindofsolutionmode,thepostmoderninsiststouseakindofoutside,objective,refusetouseanydepthagainatthesametimetotreattheworldwithconcretetheattitudeofthetheoriesmeaning.FredricJamesongeneralizesthisforakindofsuppresstheories;Heisfromtheestheticsenseoftheartandoftheartsnow;Historytimespace;Egocorpus;Thatindependentthesefouraspectscometoculturecharacteristictoexpatiatethepostmoderndoctrinewithestheticsprinciple:A)objectiontheelitecultureofthemodernismwiththedeepmeaningoftheartwork,thebrush-offexplain,makinggreatesteffortsthecontentsthatexpressthesurfacelayertofeelswithsuperficialflatsurfaceofnow,two)becausetheofthecontentdepthmodesolves,causingtoneglecttothehistorymeaningwithtothedespiseoftheworthaviewintheabyssoftimeonattendingtoproducesofbreakthefeels,three)egocorpusdeathbutthezerothatbringspreadstoturn,four)becauseofthatlivingdistancesolutionrequestsimpleinimitation,intentionallyofreplication.Theeachrealmthatartistisusuallyperformancethatathoughtofagespioneer,afterMarcelDuchampstill,themodernthoughtinpostentersthesenseofvisionartgradually,goingdeepintothedifferentlevelcenter.Designpostintherealmmoderninvestigatestartwithexpressfromthebuildingdesignrealm,andthenfromSwissandinternationaldoctrinedesignstyle;Newwavetideflatsurfacedesignsport;Italyisradicaltodecoratethedoctrinestyle;MemphisdesigngroupandlateronofbedesignedbytheUnitedStatesSanFranciscoflatsurfacestyle;TheoldstyleinbosominEuropedesignstheetc.exerciseinthepostmoderndesignsthecurrentofthoughtnowwithnotionalalsopushedthepostmoderndesignofdevelopcontinuouslywithvaliduniversalityItsinaspecificwayofthedesignscopealsodesignsfromthefirstcultureposter,furniturething,decoratethedesigntospreadgraduallyineverykindofdesignofthebusinessrealm,suchasadvertise,display,packingetc.Themodernflatsurfaceinpostadvertisestodesignsthetogetherotherdesignsimilar,alwaysontheformlanguagetheperformanceistoslicesthecharacteristicofexpressionthatuniteasonesettletheculturecurrentofthought,atthesametime,advertiseagainthattimeanoftheonbehalfmirror,itnotonlyreflecttheprogressofthehumanmaterialcivilizationdevelopment,butalsorefracttheprocessthathumansocialconsciousnessappearancereplace.So,advertisetheformlanguageofthedesignandcharacterizepresentofpresentnewlookiswithitsalanguageforofparticularandsocialcondition,environmentfactoranditsexpressionsvitallyrelatedof.Underthepostmodernlyofthelanguage,advertisetheclaimwithadvertisethedesigntobecomeakindofpurefunctiongraduallyoristheperformanceofthesuperfunction.Advertisingthedesignhavetochangedirectionthedialoguefromthethewordsofteaching,advertisingfromthetraditionofcognition,education,thenexpandfordrainamusement.Pushthephoneticalterationinformthatflatsurfaceadvertisedesignbyallmeans,pushitslanguagesigncharacteristicpresentanakindofallnewfeature.Inhumanlanguagesystem,inadditiontonaturallanguagethatpeopleusuallyuse,stillthereisakindofartlanguage,artlanguageissignsystemthatakindofimagesystem,isaformelephanttypetohavetheemotionidea.Designthelangu