儒家思想在广告创意中的后现代主义表现-包装工程.PDFVIP

鍖呰宸ョ▼ PACKAGINGENGINEERINGVol.32No.242011.12 102 鍎掑鎬濇兂鍦ㄥ箍鍛婂垱鎰忎腑鐨勫悗鐜颁唬涓讳箟琛ㄧ幇 钄¤枃 锛堝父宸炶交宸ヨ亴涓氭妧鏈闄紝甯稿窞213164锛 鎽樿锛氬垎鏋愪簡鍎掑鎬濇兂涓庡悗鐜颁唬涓讳箟鎬濇兂鐨勫唴娑靛疄璐紝骞剁粨鍚堝綋鍓嶅箍鍛婂彂灞曡秼鍔胯杩拌堪浜嗕袱鑰呭湪鐜颁唬骞垮憡鍒涙剰涓 铻嶅悎鐨勫彲琛屾€у拰蹇呰鎬э紝杩涜€屽垎鏋愪簡灏嗗悗鐜颁唬涓讳箟琛ㄧ幇鎵嬫硶铻嶄簬鍎掑鎬濇兂鍦ㄧ幇浠ｅ箍鍛婂垱鎰忎腑鐨勫法澶т环鍊笺€傚湪姝ゅ熀 纭€涓婏紝鎻愬嚭浜嗗剴瀹舵€濇兂鐨?绉嶅悗鐜颁唬涓讳箟琛ㄧ幇褰㈠紡锛氬剴瀹朵粊鐖辨€濇兂鐨勫悗鐜颁唬涓讳箟琛ㄧ幇銆佸剴瀹舵厛瀛濇€濇兂鐨勫悗鐜颁唬涓讳箟 琛ㄧ幇浠ュ強鍎掑璇氫俊鎬濇兂鐨勫悗鐜颁唬涓讳箟琛ㄧ幇銆 鍏抽敭璇嶏細鍎掑鎬濇兂锛涘箍鍛婂垱鎰忥紱鍚庣幇浠ｄ富涔 涓浘鍒嗙被鍙凤細J524.3 鏂囩尞鏍囪瘑鐮侊細A 鏂囩珷缂栧彿锛?001-3563锛?011锛?4-0102-03 The Post-Modernism Expression of Confucius Ideology in Advertisement Innovation CAI Wei 锛圕hangzhouInstituteofLightIndustry Technology锛孋hangzhou213164锛孋hina锛 Abstract 锛欼t analyzed the essence of the Confucius ideology and post-modernism ideology. At the same time, it discussed the possibility and necessity of integration in modern advertisement innovation combined with the developing trend of modern advertising industry. Furthermore, it analyzed the great value of post-modernism integrated into the Confucius ideology. It then brought up three postmodernism manifestation of Confucius ideology: the ideology of love andcharity, theideologyoffilialpiety,theideologyofhonestyandcredibility. Key words 锛欳onfucius锛沘dvertisementinnovation锛沺ost-modernism 鍎掑鎬濇兂鏄腑鍥戒紶缁熸枃鍖栫殑鍐呮牳锛屽瀹氫簡涓浗鍑 鐨勭簿鍗庘€斺€斿剴瀹舵€濇兂铻嶄簬鍚庣幇浠ｄ富涔夎〃鐜板舰寮忥紝姝ｆ槸 鍗冨勾鏉ョ殑浜烘枃鍩鸿皟鍜屾皯鏃忔枃鍖栧績鐞嗙粨鏋勶紝褰㈡垚浜嗕腑鍥 姣忎釜骞垮憡浜洪渶瑕佺爺绌剁殑璇鹃銆 鍙や唬鑹烘湳璁捐鐨勬€濇兂鏍规簮锛屼篃涓虹幇浠ｅ箍鍛婂垱浣滄彁渚涗簡 寰堜赴瀵岀殑鎬濇兂婧愭硥鍜岀伒鎰熸潵婧怺1]銆傜劧鑰岀洰鍓嶏紝鍙楀悗鐜 1 骞垮憡鍒涙剰涓悗鐜颁唬涓讳箟琛ㄧ幇鎵嬫硶鐨勪富瑕佺壒鐐 浠ｄ富涔夋€濇疆褰卞搷锛屼汉浠釜鎬у寲瓒嬪娍瓒婃潵瓒婂己鐑堬紝鍥犺€ 閫犳垚涓嶅悓娑堣垂缇や綋瀵瑰悓涓€骞垮憡淇℃伅鏈夌潃鎴劧涓嶅悓鐨 浜х敓浜?0涓栫邯60骞翠唬鐨勫悗鐜颁唬涓讳箟锛岀敱浜庡叾鍏 鍙嶅簲銆備竴鍒欏箍鍛婁俊鎭凡涓嶅彲鑳藉儚杩囧幓閭ｆ牱瀵规墍鏈変汉 娉ㄤ汉鏈韩锛屽己璋冧釜浣撶壒寰侊紝閫愭笎鎴愪负褰撲唬绀句細鐨勪富娴 濂忔晥锛屼汉浠緢闅惧績鐢樻儏鎰垮湴鎺ュ彈鍒汉鐏岃緭鐨勬€濇兂锛屽摢 鎬濇疆涔嬩竴锛屽奖鍝嶄簡涓€澶ф壒浜虹殑鎬濇兂鍜屽績鐞嗐€備絾鏄紝鍚 鎬曠煡閬撻偅鏄纭殑銆傚洜涓轰粬浠瘮浠讳綍鍏朵粬鏃跺€欑殑娑 鐜颁唬涓讳箟鏄竴涓粠鐞嗚涓婇毦浠ョ簿鍑嗕笅瀹氳鐨勬蹇碉紝鍥 璐硅€呴兘鏇村鐨勪粠鑷繁鐨勬儏鎰熻搴︽潵鎬濊€冿紝杩欎娇寰椾粬浠 涓哄悗鐜颁唬涓昏鐞嗚瀹堕兘鍙嶅浠ュ悇绉嶇害瀹氭垚淇楃殑鏂瑰紡锛 鐨勮鐐瑰線寰€鏈夊緢澶х殑宸紓銆傞潰涓磋繖涓€ュ墽鍙樺寲鐨勬椂 鏉ョ晫瀹氭垨鑰呮潵瑙勮寖鍏朵富涔夈€傚湪骞垮憡鍒涙剰棰嗗