美学视域下的后现代广告分析-设计艺术学专业毕业论文.docxVIP

山东师范大学硕士学位论文 山东师范大学硕士学位论文 山东师范大学硕士学位论文 山东师范大学硕士学位论文 PAGE PAGE 10 PAGE PAGE 13 分类号：B83 Study the post-modernistic advertisement in terms of aesthetic angle Abstract Under the influence of postmodernism, the advertising is in order to achieve the better propaganda effect, have adopted some eye-catching postmodern expressional ways, post-modernistic advertisement arises at the historic moment. Post-modernistic advertisement with respect to traditional advertising is the Breakthroughs and betrayal .It is a beneficial exploration and practice for the modern advertisements to innovate and maintain life vital. Post-modernistic advertisement serves as an additional commercial value of cultural communication carrier, must through beauty forms to express, so people are more likely to receive. Post-modernistic advertisement comes into our vision continually, quietly influences our thinking and action. We tried in terms of aesthetic angle to decode the post-modernistic advertisement, in order to have a deep understanding. The article studies the post-modernistic advertisement mainly from the aesthetic perspective, is divided into four parts: The first part is basically to say that the background of post-modernistic advertisement. In the 1960s the rise of postmodernism sweeps the globe from the west, impacts peoples old concepts, sadly affects peoples thinking ,behavior, life, aesthetic appreciation, etc. In the contaxt,the traditional advertisement performances fatigue, post-modernistic advertisement arises at the historic moment. Post-modernistic advertisement arises because the concept of advertising design keeps pace with the times. That bold rebel and innovation has certain social significance. The second part is basically to say that the aesthetic expression of post-modernistic advertisement. Expressing emotions is aesthetic process without utilitarian. Meanwhile it is post-modernistic advertisement performance in the aesthetic. Nostalgic class post-modernistic adve