發(fā)布時間：2018-04-20 06:16

  本文選題：經(jīng)濟價值 + 文化價值�。� 參考：《武漢理工大學》2009年碩士論文

【摘要】： 過去廣告不被人們所重視,人們主要把它作為商品推銷的一種手段。尤其在藝術的領域里,占不到一席之地。但今天隨著社會科學、文化的進步、世界貿(mào)易的發(fā)展,廣告已關系到國家的建設、關系到人民生活和美學教育的提高,所以受到人們高度的重視。 社會上不乏其他從業(yè)者意識到廣告具有一定的教育價值,提出“從經(jīng)典廣告中學習機智”“從廣告中學習語言表達”等觀點�！冬F(xiàn)代語文》2005年第4期中的一篇文章“廣告:為語文學習提供了什么”提到:廣告是其創(chuàng)作者語文修養(yǎng)、文化底蘊、藝術靈感等的綜合體現(xiàn),其中蘊含著豐富的可資利用的語文課程資源。新《語文課程標準》在“課程資源的開發(fā)與利用”部分提出這樣的建議:電視、廣播、網(wǎng)絡、各種標牌廣告等媒體的資源都是語文課程的資源……恰當挖掘廣告中所蘊含的語文資源,可以為語文課程提供更多鮮活的材料,豐富學生的語言積累;通過對廣告語的分析、鑒賞,可以培養(yǎng)學生的審美情趣、語文能力,全面提高學生的語文素養(yǎng)。 業(yè)內(nèi)人士應當從中受到啟發(fā),讓自己投身于現(xiàn)代廣告的多元價值研究上來。以專業(yè)的眼光站在廣告之外鑒定廣告的價值,把鑒定之結(jié)果作為日后進行廣告創(chuàng)作時的參考標準,這對日后探索如何開發(fā)、利用廣告的多元價值也將具有重大的意義。不僅如此,廣告所具備的多元價值也預示著今后其必將有更廣闊的發(fā)展前景與更新穎的發(fā)展形式。 本文把廣告當成一種客觀現(xiàn)象對其價值進行研究,借鑒文學、傳播學、美學、經(jīng)濟學等知識點構(gòu)建出廣告的多元化價值體系的框架和內(nèi)容:經(jīng)濟價值、文化價值、美學價值、社會價值。經(jīng)濟價值是對廣告主而言廣告所體現(xiàn)出的“有用性”,而文化價值、審美價值、社會價值是對廣告受眾而言廣告所體現(xiàn)出的“有用性”。廣告的經(jīng)濟價值是與生俱來的,任何一則廣告(商業(yè)廣告)都必須以實現(xiàn)經(jīng)濟價值為首要目的,而文化價值、審美價值、社會價值需要廣告設計者有意識的賦予進去,并且是受眾評價廣告好壞的考量標準。如果一則廣告能夠?qū)崿F(xiàn)這三種價值中的一種、兩種或全部,那么該廣告就是人們眼中的好廣告。廣告的文化價值、審美價值、社會價值是幫助廣告更有效實現(xiàn)經(jīng)濟價值的催化劑,它們能夠增強廣告的吸引力。
[Abstract]:In the past, advertising was not taken seriously, but mainly as a means of selling goods. Especially in the field of art, there is no place. But today, with the progress of social science, culture, the development of world trade, advertising has been related to the construction of the country, the people's life and the improvement of aesthetic education, so people attach great importance to it. There are many other practitioners in society who realize that advertising has a certain educational value. This paper puts forward the viewpoint of "learning wit from classical advertisement" and "learning language expression from advertisement". An article in the fourth issue of Modern Chinese in 2005, "Advertising: what does it provide for Chinese learning", mentions that advertising is the language accomplishment of its creators. The comprehensive embodiment of culture and art inspiration contains abundant Chinese curriculum resources. In the part of "the Development and Utilization of Curriculum Resources", the new "Chinese Curriculum Standards" puts forward the following suggestions: the resources of TV, radio, network, various signage advertisements and other media are all resources of Chinese curriculum. Properly excavating the Chinese resources contained in the advertisement can provide more fresh materials for the Chinese course and enrich the language accumulation of the students. Through the analysis and appreciation of the advertising language, the students' aesthetic interest and language ability can be cultivated. Improve students' Chinese literacy in an all-round way. Insiders should be inspired to devote themselves to the study of the pluralistic value of modern advertising. It is of great significance for us to explore how to develop and utilize the multiple value of advertisement in the future by standing in a professional perspective to identify the value of advertisement and regard the result of appraisal as the reference standard of advertising creation in the future. Not only that, the multivariate value of advertisement also indicates that it will have a broader development prospect and more novel development form in the future. This article regards advertising as an objective phenomenon to study its value, draws lessons from literature, communication, aesthetics, economics and other knowledge points to construct the framework and content of the diversified value system of advertising: economic value, cultural value, aesthetic value, etc. Social value Economic value is "useful" to advertisers, while cultural value, aesthetic value and social value are "useful" to advertising audience. The economic value of advertising is inherent, any advertisement (commercial advertisement) must take the realization of economic value as the primary purpose, and cultural value, aesthetic value, social value need advertising designer consciously to give in. And is the audience evaluation advertisement good or bad consideration standard. If an advertisement can achieve one, two or all of these three values, then it is a good advertisement in people's eyes. The cultural value, aesthetic value and social value of advertisement are the catalyst to help advertisement realize economic value more effectively, they can enhance the attraction of advertisement.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F713.8

【引證文獻】

相關碩士學位論文 前2條

1 廖翔;廣告設計感性訴求的情感價值研究[D];湖南工業(yè)大學;2010年

2 龐華;社會化媒體的植入式廣告研究[D];鄭州大學;2011年

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本文編號：1776594