【作者】 杜积西；

【导师】 王本朝；

【作者基本信息】 西南大学 ， 美学， 2012， 博士

【摘要】 广告是商品经济发展的产物,其发达程度往往可成为衡量一个国家或地区经济繁荣的标准,广告同时是社会发展的一面镜子,国家理想、社会意识、大众文化都在广告中有所折射。作为一门有实用性的艺术形式,广告蕴含着特有的审美意识和审美心理,人们设计和接受广告其实就是对广告进行美学创造和审美体验的过程。改革开放30年来,我国广告经历了从恢复到繁荣、从单一到丰富的发展之路,人们对广告的认识则经历了从误读到客观看待和理性批评的演进过程。广告的变迁实际上体现着大众消费意识以及审美意识的双重变奏。描述和阐释30年间广告审美意识的流变,以此回顾和反思人们思想观念和审美风尚的发展变化,是一个具有现实性意义的课题。通过梳理发现,过往研究多集中于对我国广告经济发展史的回顾,而对我国广告审美历史少有问津。基于此,本研究拟对1978年至2008年间我国广告审美变化展开探索：从新时期社会审美思潮和广告实践活动的演化进程分析广告审美的时代背景；从广告作为商品经济发展的重要参与者出发,分析广告主和广告设计制作商视阈中的广告审美属性创造的变化；从广告作为群众消费的重要导向出发,分析消费者视野中广告审美心理和审美接受的变化；从广告所传播的文化符号和传递的价值理念出发,分析广告受众审美经验和审美趣味的变化。为了避免过度的经验事实描述,本研究分为上、下两大部分,分别侧重广告审美的理论阐释和广告行为的审美经验描述。在背景介绍中,本文梳理了1978年以来我国社会美学思潮从“美学热”到“审美文化热”再到“审美泛化”的发展与演变,以及商业广告从复苏到繁荣再到成为国民经济重要组成部分的发展历程。在分析广告审美意识流变的主体部分,先是从广告作品美学表现的角度对广告从稀缺美到竞争美、从形式美到艺术美、从功利性到真善美相统一的时代变化予以阐述。然后从广告受众观念的角度,论述了受众从被动接受到主动发现再到互动沟通的审美体验、从世俗化向超脱化发展的审美趣味、从知觉感受到情感认同的审美心理等方面的转变历程。在审美意识的作用下,广告风格设计也相应出现了一定的规律特征,80年代简单朴素的广告遵循的是“重复就是注意力”的策略,90年代走向华丽浮夸的广告信赖的是“铺陈就是号召力”,而新世纪趋于多元回归自然的广告则响应的是“艺术就是感染力”。当然,所有这些变化并非一种绝对的分野,此处揭示的是一种的大体的、可感的趋势性特征,并没有否认历史事实中广告审美特性的共时性和融合性特点。除了将广告作为一个观赏对象考察其审美变化,还可从广告被作为一个成品被传播和评价时也能够看到广告美学属性的变迁。这主要体现为：广告在媒介依赖上从早期的单一走向了多元整合的传播途径,在创意意识上从创意自觉时的借鉴为主走向了创意成熟期的文化自信,而我国的广告批评也经历了早期正面为主、以经济发展为导向的营销传播语境中的批评到新世纪评价多元、以社会文化塑造为准则的文化语境的广告批评。在研究的“下篇”中,本研究对多个广告展开了文本分析,包括对不同历史阶段经典的或代表性的广告的美学分析,和同一品牌在不同历史时期的不同广告策略和效果分析,也包括著名广告策划人随时代演变的创意理念之分析和评价,通过这些案例的解读来梳理历史观照下的广告审美之变。现代广告审美在很大程度上受广告中广告形象的影响,为此,本研究专门对广告中的典型形象和元素加以剖析,即对名人广告效应的利弊和女性广告符号的本质表达了粗浅的看法。同时,广告对美的表现程度也会受到广告目的和性质的影响,因此,也对公益广告、主题宣传片以及纯商业广告不同的审美创造和审美呈现加以解读。更多还原

【Abstract】 Advertising is the product of the development of commodity economy, and its level of development tends to become the standard measure of economic prosperity of a country or region. Advertising is also a mirror of social development, in which we can see national ideals, social culture and public awareness. As a practical art form, the ad contains a unique aesthetic attributes and aesthetic rules, people who design the ads is actually creating aesthetic when people who watch the ads is accepting aesthetics. Since the reform and opening up, the advertising in China experienced from recovery to prosperity, from scarce to abundant, while people’s advertising awareness also has experienced from the misreading to an objective view and rational criticism. The change of the advertising is actually the change of consumer awareness and aesthetic sense as well. Describing and explaining the rheology of the advertising aesthetic sense is a historic task to review and reflect on mass concept and aesthetic fashion in the30years. However, most past researches focused on the review of the history of economic development in China’s advertising, but rarely care about the history of our advertising aesthetic.Based on it, this study intends to commence exploration on the advertising aesthetic changes in China between1978and2008, from a micro perspective, including content like analyzing ads aesthetic background from aesthetic thought and advertising practices, analyzing changes of Art and Design as advertising is an important chain of development of commodity economy, analyzing aesthetic psychological changes of comsumers as advertising is mass consumption-oriented, analyzing changes of audience aesthetic experience from cultural symbols and values spread by advertising. In order to avoid too much experience and factual description in this thesis, this study is divided on two articles, one focused on theoretical explanation of advertising aesthetic and the other focused on description of the experience of advertising behavior.In the background, this paper reviews1980s aesthetic trend, aesthetic culture boom in the1990s and the Aestheticization in the21st century. At the same time, it reviews the process of the commercials from recovery to prosperity, which has become an important part of the national economy now.The second part is rich in content which focus on rheological of advertising aesthetic awareness. At first, from the perspective of aesthetic expression of advertising works, this part analyzes Ad change with time from scarce to competitive, from practical to artistic, from utilitarian to unified with truth, goodness and beauty. Then, from the perspective of the concept of Ad audience, it discusses changes in aesthetic acceptance which has imformed from passive to active then to the interactive, changes in aesthetic taste which developed from secular to detached and changes in aesthetic psychology from perception feeling to emotional identification. Affected by the aesthetic sense, advertising style design also appeared features of regularity in the conrresponding. In the1980s, the simple concise Ads followed the strategy that can be called"repeating is attention". Advertising of the1990s followed the strategy called that "extravagance is appealing", while in the new century, advertising tends to follow the strategy named"art is contagious". There is no doubt all of these changes are not to prove that there is an absolute distinction between the three historical periods. This paper only reveals the general, intuitive trend, and is not to deny the synchronic and integration features of advertising aesthetic characteristics.In addition to examine its aesthetic changes as advertising being seen as a watch object, this study also analysizy the changes of advertising as it is a finished product being spread and evaluated. This is mainly reflected as follows:advertising media developed from single to integrated, advertising creative developed from conscious to self-confidence, advertising criticism developed from communication context criticism which is mostly positive and economic development-oriented, to multi-vision criticism of the cultural context in which social and cultural shaping is mainly noted.The following part is focused on experience description of advertising development. Many advertisers case has been interpreted, inclouding aesthetic analysis of classical representative advertisement in different historical periods, strategies and effects analysis of certain brands at different times and analysis of changes in the creative concept of well-known advertiser. Through case interpretation, we can see advertising aesthetic rheology in historical perspective.As modern advertising aesthetic is affected by the advertising image of the ad, to a large extent, common image and element in the advertising are considered too, like celebrity advertising effect and female symbol effect used in advertisements. At the same time, the extent of advertising aesthetics will be defferent with the advertising changes in the nature, so this paper also discusses the defferences in the aesthetic creation and aesthetic performance among public service advertising, advertising theme video and traditional commercial advertising.更多还原