当代消费文化下的广告视觉传达.pdf

中文摘要 工业革命后,随着社会化大生产水平的升级,物质产品出现极大丰富,消 费逐步取代生产,成为社会再生产过程中起主导作用的核心要素。法国学者鲍 德里亚在此基础上提出了消费社会的概念。二战结束至今,消费社会获得极大 发展,人们对物的需求也出现从“量”到“质”的转变,这推动了当代消费文 化的形成,使其呈现出炫耀性消费进一步普及,个性化、差异化消费趋势凸显 等新特征。与此同时,信息时代的到来使得具有直观性和速读性的视觉图像成 为人们接收和认知环境的主要媒介,而视觉要素正是绝大多数广告赖以传播的 手段。本文就是在分析消费社会与广告之间关系的基础上,将关注点聚焦于当 代消费文化与广告的重要传播手段??视觉传达两个核心要素上,通过建立二 者之间的逻辑联系,阐述其互动作用对构建消费文化与指导广告传播的重要意 义。笔者提出,当代消费文化的新特征将在表层的视觉元素选取和组合运用以 及深层的消费观念等方面对广告视觉传达进行规范,同时广告在视觉表现上的 变化也将带动传播符号的变化,从而引领以符号消费为核心的消费社会呈现更 纷繁复杂的特征。 本文由绪论、正文、结论三大部分组成。绪论部分交待研究背景、研究方 法及研究意义。正文部分分为三章:第一章论述消费社会及消费文化的产生, 分析当代消费社会的特点,以及消费文化与广告的关系;第二章论述广告视觉 传达的内涵、发展、影响要素,并综合前两章的研究对当代消费文化下的广告 视觉传达特点进行归纳;第三部分是对二者互动关系的进一步阐释。结论部分 对全文内容做以总结,并在此基础上提出对当代消费文化下广告视觉传达发展 趋势的判断,这部分是本文的最终落脚点所在。 关键词:当代消费文化 广告 视觉传达Abstract With the large-scale socialized production escalated to higher level after the Industrial Revolution, material products have been greatly enriched, and consumption gradually takes the place of production, acting a leading role in the process of social reproduction. On that basis, French scholar Jean Baudrillard put forward the concept of Consumer Society. Since the end of World War II, the consumer society has been greatly improved. With people’s demands for goods changing from quantity to quality, the contemporary consumer culture with characters like further popularization of conspicuous consumption and distinct personalized difference in consumption is formed. At the same time, visual image which is intuitive and can be rapidly received becomes the main cognitive means as the information age comes, and visual elements are just the uppermost medium of the communication of advertising. Based on the analysis of the relationship between advertising and consumer society, the thesis focuses on two core elements: contemporary consumer culture and visual communication of advertising. By establishing the logical links between them, the thesis introduces the important guiding significance of their interaction in the construction of consumer cult