| 广告审美文化的后现代性表现 |
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| 引用本文： | 王纯菲.广告审美文化的后现代性表现[J].辽宁大学学报(哲学社会科学版),2009,37(2):49-55. |
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| 作者姓名： | 王纯菲 |
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| 作者单位： | 辽宁大学,文学院,辽宁,沈阳,110036 |
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| 摘 要： | 从某种意义上说，广告审美表现是“后现代”审美文化表现的一个范本。它功利性、非距离性、“物欲化”的审美活动，从根本上背离了一些审美经典理论的设定；它对世俗审美趣味的追逐与肯定，表现出对传统审美趣味挑战的态势；它运用现代技术批量生产的仿像图片是对传统崇尚个性与创造性审美表现的解构。广告诸如此类的审美活动，凸显出广告审美文化的“后现代”特征。
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| 关 键 词： | 广告 审美文化 后现代性 |
On the Postmodernity of Advertising Aesthetic Culture |
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| WANG Chun-fei.On the Postmodernity of Advertising Aesthetic Culture[J].Jounal of Liaoning University(Philosophy and Social Sciences Edition),2009,37(2):49-55. |
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| Authors: | WANG Chun-fei |
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| Institution: | College of Literature;Liaoning University;Shenyang 110036;China |
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| Abstract: | The advertising aesthetic manifestation is,in a sense,a paradigm of postmodern aesthetic culture.Its utilitarian,non-remote and physical aesthetic activities basically deviate from some classic aesthetic theories.It challenges traditional aesthetic taste by pursuing and confirming worldly aesthetic taste and deconstructs the traditional aesthetics which worships individuality and creativity by using simulacrum pictures mass-produced by modern technology.Such aesthetic activities of advertising manifest its ... |
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| Keywords: | advertising aesthetic culture postmodernity |
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