符号化消费语境下的影像广告语言研究设计艺术学专业论文.docxVIP

The The Image Advertising Language Study 一 一 In The context of Symbolic Consumption Abstract Image advertising is an intuitive information communication carrier,on one hand，as a commercial promotions，it belongs to the category of social economic activities，On the other hand，as a kiIld of form of information transmission，it belongs to the category of the social 面lture．Researches on the characteristics of symbolic image advertising in the context of consumer not only helps the information to transmit effectively,but also be helpful for the contemporary social culture construction．The transformation of social public consumption demand to appeal to the symbolic image advertisement gradually to humanity,diversification and contextualization．Based on the symbolic consumption as the breakthrough point，through the fBrther research on the emergence and development of the context of symbolic consumption, finding the typical symbolic consumption characteristics of the contemporary society,which could further analysis the language and expression in the symbolic image advertisement consumer context ．Studies on the image advertisement in the context of symbolic consumption，it should begin from the aspects of aesthetic and consumption tendency of customers，advertising culture and media performance of itself．Explore the concepts and methods which could satisfy the people’S aesthetic tendency and consumption demand，enrich the culture and realize the reasonable scene construction，and can make full use of powerful digital network technology to improve the quality of image advertising language． Key words：Symbolic consumption；Image advertising；Language expression 目 目 录 摘要 I Abstract．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．II 第1章绪论 l 1．1研究背景及现状 ．．1 1．2研究目的和意义 ．．2 1．3研究方法 ．．2 1．3．1归纳整理 2 1．3．2逻辑分析 2 1．3．3实例分析 3 1．4论文框架 ．．3 第2章符号化消费的现象及语境 5 2．1符号化消费的产生 5 2．2符号化消费的特征 7 2．2．1视觉化的生活方式 ．7 2．2．2时尚——符号化消费的对象 ．．9 2．2．3品牌崇拜与体验型消费 ．．10 2．2．4狂热的快餐文化现象 ．13 第3章符号化消费语境下的影像广告 ．15 3．