【摘要】： 當(dāng)今社會(huì)已進(jìn)入了一個(gè)視覺(jué)文化時(shí)代:電視、電影、報(bào)紙、雜志、互聯(lián)網(wǎng)等媒體正日益制造和傳播著各種各樣的視覺(jué)符號(hào),現(xiàn)代文化正在脫離以語(yǔ)言為中心的理性主義形態(tài),在現(xiàn)代傳播科技的作用下,日益轉(zhuǎn)向以視覺(jué)為中心,特別是影像為中心的感性主義形態(tài)。 在這里,廣告已經(jīng)成為名副其實(shí)的視覺(jué)帝國(guó)。它遠(yuǎn)遠(yuǎn)超出一般商品消費(fèi)與促銷范疇,成為編碼人們欲望和意識(shí)的重要手段,亦是視覺(jué)文化研究進(jìn)軍大眾文化領(lǐng)域的重鎮(zhèn)。廣告視覺(jué)文化的傳播,不但推動(dòng)著一種文化形態(tài)的轉(zhuǎn)變和形成,也標(biāo)志一種新傳播理念的萌生與拓展。這些,都在極大地影響著我們文明的進(jìn)程。 本論文在內(nèi)容構(gòu)成上,包括緒論部分和主體部分(共四章),其結(jié)構(gòu)形式具體安排如下: 緒論部分主要介紹了廣告文本及視覺(jué)文化的國(guó)內(nèi)外研究情況和問(wèn)題,以及本論文的寫(xiě)作角度和理論創(chuàng)新之處。 第一章屬于概念界定和研究概述部分。首先對(duì)文本與廣告文本、文化研究與視覺(jué)文化研究分別作以概念界定和理論闡述,最后探討了將廣告文本分析置于視覺(jué)文化研究體系的可行性與必要性。 第二章是從視覺(jué)文化角度對(duì)廣告文本發(fā)展歷程作以梳理。具體包括三個(gè)階段:一是語(yǔ)言文字為中心的插圖時(shí)代。該階段廣告文本的創(chuàng)作更多的是對(duì)語(yǔ)言文字、韻律詩(shī)歌的追求。二是從圖文并行發(fā)展到圖文統(tǒng)一的階段。在這一階段,文案與平面設(shè)計(jì)之間的關(guān)系及處理由各自獨(dú)立趨向渾然一體。三是廣告形象主導(dǎo)的讀圖時(shí)代。廣告文本借助日益強(qiáng)大的媒介,其視覺(jué)表現(xiàn)形式被賦予了無(wú)限可能性。 第三章與第四章是本論文的重點(diǎn)部分。當(dāng)代廣告文本的視覺(jué)文化與以往相比,更加深刻地影響著我們的生產(chǎn)、消費(fèi)與日常生活,甚至影響著我們的世界觀、人生觀與價(jià)值觀。因而,對(duì)當(dāng)代廣告文本視覺(jué)文化的解讀與分析,具有非比尋常的理論意義與現(xiàn)實(shí)意義。第三章便是對(duì)當(dāng)代廣告文本視覺(jué)文化的解讀。首先從作為“生產(chǎn)者式”的廣告文本展開(kāi)闡述,分析了廣告文本的商品性、易讀性與互文性;其次對(duì)廣告文本的敘事表現(xiàn)加以解讀,并著重分析了現(xiàn)實(shí)主義敘事方式在廣告中的運(yùn)用;最后對(duì)廣告文本與受眾的互動(dòng)分析加以闡述并引入了意識(shí)形態(tài)分析方法。視覺(jué)文化研究是一種視覺(jué)性社會(huì)理論,視覺(jué)性最核心的結(jié)構(gòu)元素就是看與被看的關(guān)系,對(duì)于廣告文本分析來(lái)說(shuō),就是要重視誰(shuí)在看、如何看以及廣告文本作為外部形成或?qū)ο笈c受眾內(nèi)部思想過(guò)程的互動(dòng)關(guān)系等方面的研究與分析。 第四章是將廣告視覺(jué)文化納入消費(fèi)社會(huì)這一語(yǔ)境下,分別從三個(gè)不同視角對(duì)廣告視覺(jué)文化發(fā)展過(guò)程中出現(xiàn)的問(wèn)題與隱患給予關(guān)注和思考。從政治經(jīng)濟(jì)學(xué)視角來(lái)看,符號(hào)商品被賦予社會(huì)價(jià)值,廣告視覺(jué)文化成為商品拜物教的布道者;從符號(hào)學(xué)視角來(lái)看,廣告視覺(jué)符號(hào)在日益豐盈繁雜的同時(shí),日益顯現(xiàn)出自身的價(jià)值危機(jī);從社會(huì)學(xué)視角來(lái)看,透過(guò)廣告文本對(duì)“文化平等”與“文化民主”的制造表象,社會(huì)文化的深層次隱憂也值得我們關(guān)注。
[Abstract]:Nowadays, the modern society has entered a visual and cultural era: the media such as television, film, newspaper, magazine, internet, etc. are increasingly making and transmitting various visual symbols, and the modern culture is in the form of a rationalism centered on the language, and under the function of modern communication science and technology, An inductive form that increasingly turns to the center of vision, especially the image. Here, the ad has become a vice. In fact, the visual empire. It is far beyond the category of general merchandise consumption and promotion, and becomes an important means of encoding people's desire and consciousness. It is also a visual cultural research into the public. The communication of the visual culture of the advertisement not only promotes the transformation and formation of a cultural form, but also marks a new transmission mechanism. The initiation and expansion of the thought, all of which are greatly influenced. The process of our civilization. This paper is composed of the content of the content, including the introduction part and the main part. The specific arrangement of its structure is as follows: The introduction section mainly introduces the research of the advertising text and the visual culture at home and abroad The situation and problems, as well as the angle of writing of this paper and The first chapter is the definition of the concept and the summary of the research. First, the text and the text of the advertisement, the study of culture and the study of the visual culture are set forth in terms of the concept and the theory. Finally, it is discussed that the analysis of the advertising text in the visual culture research system can The second chapter is the visual culture An analysis of the course of the development of the advertising text, including three stages: one is the language The text-centric illustration age. The stage of advertising The creation of this book is more of the pursuit of the language and the prosodic poetry. The stage of the unity of the text. At this stage, the text The relationship between the case and the graphic design and the process are integrated with each other. Image-led era of reading. The text of the advertisement is by means of an increasingly The third and the fourth chapter are the key parts of this paper. The visual culture of modern advertising texts Compared with the past, it has a more profound influence on our production, consumption and daily life, and even the world The view, the outlook on life and the value. Therefore, the text of contemporary advertisement The interpretation and analysis of the visual culture has the non-ordinary theoretical and practical significance. The third chapter is the interpretation of the visual culture of the modern advertising text. Firstly, the article expounds the commercial nature of the advertisement text from the advertisement text which is the 鈥減roducer type鈥，

本文編號(hào)：2334256