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符号学视角下中国房地产广告解读 总被引:1,自引:0,他引:1
当代商品消费实际上是一种符号的消费,商品依附于广告而成为消费的符号.广告从一诞生开始,其培育的价值观念就太过于注重物质实利.特别是步入消费社会,广告在传播消费主义助长消费异化方面的作用更是不容忽视.房地产消费具有"高涉入度"的特性,这就决定了房地产广告在这一点上体现的更为突出.本文通过深入解读当前的房产广告语,力图对我国房地产广告在符号学视角下进批判性解读. 相似文献
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在我国的广告平面设计中,图形对于平面设计的艺术形式具有十分重要的作用,图形居于广告画面和海报的中心或是敏感的区域。图形和单纯的标识、符号、汉字和图案是不一样的,图形是在特定思想意识下对视觉元素进行的刻意表达的形式,所以在现代平面广告的设计中,要对图形艺术形式进行简要的探究,主要的目的是为了设计出更优秀的平面广告作品。 相似文献
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文章通过近年来具有代表性的广告作品分析当代西方广告艺术的价值取向,得出西方广告艺术正往加强物质的精神化、自我认同的符号化、消费是为了地球的环保、隐秘的欲望不再隐秘这四个方面发展,并且得出这个时代的广告人不再试图隐藏商品美学的符号,广告开始了从霸权的转型,更广阔的空间自由开启,强调个性的诉求,强调个体在消费和使用产品时进行自我选择的结论。 相似文献
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现代艺术行为以另类的张力和强烈的视觉冲击力给现代社会带来了一系列新的审美体验,给了现代人以崭新的思维方式和视觉经验。现代艺术的荒诞、夸张特性及抽象、含蓄的象征表现手法,和更关注于内心挖掘的艺术精神,符合了现代消费者特别是被称作“80后”的青年人的心理。现代艺术行为始终显示出其偶发、非常罕见的“新闻性”、“广告性”要素;制作事件,让媒体、大众注意,引起争议或关注,以使得“行为”得以成功。同样现代广告也借鉴了现代艺术的现代意念,以反传统,反向思维,另类的创意表现,艺术化地完成了传统广告的商业目的,击垮了消费者对广告和产品的抑制与否定,使现代广告找到自己深度的发展空间。真正意义上的现代广告艺术是多元化的,它不仅是延续了现代派艺术的反判精神,同时它更多是对现代设计逻辑的反思和超越。现代广告应有更多的包容性和更宽广的胸怀。 相似文献
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研究了利用计算机技术的法国古典油画的艺术作用,与现代油画广告艺术相结合,从两个方面研究油画与油画广告的关系,并讨论基于计算机技术的油画与油画广告艺术的画法与应用。分析了数字油画广告与法国古典油画艺术之间的关系,从而使现代广告艺术与法国古典油画艺术之间形成有机的结合,以提高广告的艺术效果。 相似文献
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从广告传播表现的角度了解消费文化的变迁,对于研究消费水平和经济发展的阶段有着重要的参考价值,广告传播表现和消费文化是一种相互作用的关系。一般来说广告传播表现从广告诉求与内容表现、广告符号表现、广告信息传播表现和广告艺术审美表现四个方面对消费文化有着重要影响。 相似文献
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This study is a cross‐cultural examination of the ideal self‐image of women in terms of health and beauty. The match‐up between two advertising beauty types (possible advertising presenters) and female consumers' ideal health and beauty images in terms of wanting to look like a specific model were tested with 750 female respondents from five European cities. The respondents also identified the ideal eye and hair colors for health and beauty. This quantitative study revealed cross‐cultural variation in ideal self‐image in terms of healthy and beautiful beauty types. International advertisers need to understand the important, contemporary, cultural characteristics of an ideal beauty type in terms of healthy or beautiful before developing standardized advertising communicating such appeals. © 2006 Wiley Periodicals, Inc. 相似文献
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An interpretive method drawing from social psychology, feminist theory and art criticism is developed to analyze contemporary images of gender. Utilizing and expanding upon visual research techniques, a selection of ads from contemporary fashion magazines and catalogs was assembled to illustrate particular themes suggested by research on the representation of gender in advertising. The body‐and what it expresses‐is a site of central concern, and discussion focuses on how female and male bodies are represented in advertising. The conventions of art history, when framed within a social science perspective, offer unique contributions to the study of advertising and gender, well suited for researchers interested in the culture of consumption. 相似文献
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从民间美术研究的角度来讲,"招幌"是民间市井商业美术的一个重要组成部分,是中国传统商业文化的一种物质遗存,也是一个重要的民俗美术现象,它对于拓展民族艺术的研究具有重要意义,同时对现代广告招贴发展有着深远的意义。 相似文献
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Advertising increasingly uses discrepant imagery featuring unsettling portrayals rather than traditional imagery featuring aspirational models, products, and settings. Thus, the need for more valid and reliable measures has limited much research investigating advertising aesthetics to conceptual or qualitative approaches. To meet this need, the current research applies art and aesthetic theory in developing scales that measure aesthetic dimensions and reactions of advertising visuals. First, it develops and validates measures for the aesthetic dimensions of ideal beauty and the antithetical aesthetic as well as aesthetic reactions of transgression and artistic quality. Then, it demonstrates predictive validity by testing each dimension's influence on aesthetic reactions, attention, and attitudes toward the ad and brand. 相似文献
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Comparing Society’s Awareness
of Women: Media-Portrayed Idealized Images and Physical Attractiveness
An advertiser develops visual associations of signs and symbols to create a product image that motivates consumers. Today
is characterized by a solid consumer culture based on visual identity consumption that articulates and interacts with each
consumer’s daily actions, words, and visual perceptions. The frequent use of female role portrayals and physical attractiveness
in advertising contributes to an increase in society’s awareness of women. Some scholars have developed an ethical discussion
out of the phenomenon of female role portrayals not matching the public expectations because the portrayals are too narrowly
defined and women are unfavorably depicted. But another group has studied the product-type match-up hypothesis, which emphasizes
effectively employing attractive female endorsers that closely match the product type. The shift in female social status in
Taiwan contributes to the importation of foreign ideas such as feminine values, rituals, and esthetics. Women in Taiwan have
been introduced to a new feminism, a modified perception of appropriate personal appearance and behavior. This current research
utilizes content analysis and in-depth interviews to explore contemporary female role portrayals in advertising. In addition,
this article examines the relationship between the formation of contemporary physical attractiveness and visual consumption
in advertising. The results reveal that most endorsers were celebrities, with fit bodies and pleasant␣expressions, portrayed
as product users who offer personal experiences to deliver product knowledge. Conservation classical beauty was the most common
depiction, while sexual expression was the least common. Finally, this article recommends that different types of beauty,
posture, and appeal should be carefully selected to match domestic and foreign magazines’ readers. 相似文献
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Advertisements often display ideal female bodies which create unattainable standards of beauty, generating body anxiety and disorders in female viewers. Accordingly, public health concerns would encourage the use of natural, unedited models in advertisements. However, the advertising performance of natural models remains contentious. We argue that previous inconsistent findings about this performance may result from a complex causal framework in which natural models impact performance through two affective mediators (body anxiety, and repulsion toward the model), while allowing moderation by the viewer's own body mass index (BMI). Data collected in a nationally representative sample of 400 young women largely (but not entirely) validate this causal framework. Natural models triggered repulsion in viewers with higher BMI, which hurt advertising performance. Body anxiety, however, was positively correlated with advertising performance, and did not mediate any effect of natural models. 相似文献
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传统戏曲元素在动漫广告中的开发应用 总被引:1,自引:0,他引:1
随着现代社会科学技术的飞速发展,戏曲这一古老而传统的艺术形式受到了巨大的冲击。如何利用现代化的信息资源改良和拓展戏曲的发展空间,并在传承与弘扬传统戏曲的基础上同时让我国的动漫广告得到更好的发展是本文撰写的根本宗旨。文章通过对传统戏曲元素与动漫广告同构的可行性创新思考及其在同构中对传统戏曲的可开发潜在元素分析,重点对传统戏曲的视觉表现元素在动漫广告设计中开发应用的方式方法结合实例进行了较为深入的论述与探究。 相似文献
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Georgios Patsiaouras James Fitchett Michael Saren 《Journal of Marketing Management》2013,29(1-2):117-137
AbstractThis paper undertakes a critical historical review of the role of anthropomorphism in marketing and advertising in American consumer culture from the 1940s onwards. We review the art of the acclaimed illustrator Boris Artzybasheff who among other artistic achievements created images that regularly featured on the covers of Life, Fortune, and Time. As well as working in media, Artzybasheff also produced advertising images, and imagery for propaganda. One of the characteristic features of Artzybasheff’s commercial art is the use of anthropomorphism, especially with technology industries and products. His art spans the periods prior to, during and after World War II, as well as the Cold War era and the onset of modern consumer culture in America. 相似文献
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Pamela K. Morris 《Journal of Promotion Management》2017,23(6):791-812
This investigation expands scholarship on beauty and cross-cultural communication through the unique perspective of outdoor advertising. With a content analysis method 1,700 portrayals of men and women in outdoor advertisements, from four different cultures, including Argentina, Chile, Hungary, and Romania, were examined through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings reveal differences across cultures and that beauty ideals are culture specific. Implications are important for practitioners in marketing communications to better understand subtle cultural variations in order to develop effective promotional programs required in the globalized economy. 相似文献
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Laura R. Oswald 《Journal of Marketing Communications》2013,19(3):107-131
The author advances a psychoanalytic theory of advertising response to theorize the intersection of brand positioning, the semiotics of gender, and consumer desire in advertising discourse. Researchers traditionally focus on the iconic representation of desire in advertising imagery. However, by drawing upon Lacan's theory of scopophelia, the author focuses on the dialectical implication of the spectator/consumer's psychic drives in the visual semiotics of advertising discourse. The consumer identifies with the brand discourse primarily by means of projective identification with the voyeuristic gaze of the camera referenced in the image, and only secondarily because of perceived parallels between consumer lifestyle and the content of the advertisement. By way of illustration, the author analyzes the positioning of consumer desire in homoerotic advertising for Calvin Klein and Dolce & Gabbana, which draws upon resistance discourses in contemporary art to hold the consumer in a passion play of alternative sexualities and subject positions. Though these campaigns deconstruct the conventional binary opposition of male voyeur/female object of the gaze, they have contributed to the broad popularity of these brands because the brand discourse – logo, product placement, and rhetoric – restores a conventional logic to these advertisements that would have been censored from the worlds of popular culture and fine art. 相似文献