现代西方美学视野下的广播广告功能研究

发布时间：2018-01-12 02:34

本文关键词：现代西方美学视野下的广播广告功能研究　出处：《延边大学》2014年硕士论文　论文类型：学位论文

【摘要】：就美的本质而言,以审美为目的活动是排斥和拒绝实用性与功利性的；就广播广告的本质而言,它恰恰是以实用性和功利性为终极诉求。二者看似毫无关联甚至截然相反,其实不然,以实用和功利为目的的广播广告并不排斥美,相反,它迫切需要美的支撑与修饰。换言之,广播广告与美学是有交集的,二者具有诸多内在关联,这就为本选题的创作留下了余地和空间。第一章,简明扼要地介绍本选题的研究目的和意义、研究现状及研究方法。第二章,概括性地介绍广播广告的内涵、特点和分类,并且详细阐释广播广告的三大主要功能——①舆论导向功能,它较为集中地体现在公益性质的即非商业性质的广播广告中,向广大受众传递的是与时俱进的文化形态、积极健康的精神品质、正确牢固的价值观、世界观与人生观。②商品推介功能,广播广告能够影响受众的消费习惯和行为；广播广告能够传递和突出商品的重要信息；广播广告能够直接提高商品的销售业绩：广播广告能够为企业塑造良好的社会形象：广播广告能够提升商品的品牌价值。③文化娱乐功能。广播广告能加快受众的社会化进程；广播广告能带给受众欢愉和快乐。第三章,论述现代西方美学中的西方马克思主义美学、解释学美学和直觉主义美学的主要内容,而且深入挖掘和梳理它们与广播广告三大主要功能之间的内在联系。第四章,以现代西方美学有助于广播广告呈现美的意象,有助于揭示广播广告中美的规律,有助于引导广播广告中美的实践三个方面为着眼点,探寻现代西方美学对广播广告的价值和意义。第五章主要表述本文的研究结论。
[Abstract]:As far as the essence of beauty is concerned, the activities aiming at aesthetics reject and reject practicability and utilitarianism. As far as the essence of broadcast advertising is concerned, it is the ultimate demand of practicality and utilitarianism. The two seem to be unrelated or even opposite. In fact, they are not, and the broadcast advertising for the purpose of utility and utility does not exclude beauty. On the contrary, it urgently needs the support and modification of beauty. In other words, there is an intersection between broadcast advertising and aesthetics, which has many internal relations, which leaves room and space for the creation of this topic. The first chapter briefly introduces the purpose and significance of this topic, research status and research methods. The second chapter, a general introduction to the connotation, characteristics and classification of broadcast advertising. And explain the three main functions of broadcast advertising in detail, the first public opinion guidance function, it is more concentrated in the nature of public interest, that is, the non-commercial nature of the broadcast advertising. To the broad audience is the cultural form of keeping pace with the times, positive and healthy spiritual quality, correct and firm values, world outlook and outlook on life .2 commodity promotion function. Broadcast advertising can affect the consumer habits and behavior of the audience; The broadcast advertisement can transmit and highlight the important information of the commodity; Broadcast advertising can directly improve the sales performance of goods: broadcast advertising can create a good social image for enterprises:. Broadcast advertising can enhance the brand value of goods. 3. Cultural entertainment function, broadcast advertising can speed up the socialization process of the audience; Broadcast advertising can bring joy and happiness to the audience. Chapter three discusses the main contents of western Marxism aesthetics hermeneutics aesthetics and intuitionism aesthetics in modern western aesthetics. Moreover, it deeply excavates and combs the internal relation between them and the three main functions of broadcast advertisement. Chapter 4th, with modern western aesthetics, helps broadcast advertisement to present the image of beauty and to reveal the law of beauty in broadcast advertisement. It is helpful to guide the practice of the United States in broadcast advertising from three aspects, and to explore the value and significance of modern western aesthetics to broadcast advertising. Chapter 5th mainly describes the research conclusions of this paper.
【学位授予单位】：延边大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J01;F713.8

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