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怪诞的视觉语言是现代广告中独特的艺术语言。它通过反常态的造型、荒诞的色彩、戏剧化的影像等多种表现方式直观的表达了现代广告的诉求。怪诞广告通过触目惊心的丑恶内容和滑稽荒诞的表现形式,带给观众恐怖、好笑并存的矛盾反应。这种矛盾反应促使人们对广告进行强迫记忆,从而达到广告效果。怪诞的视觉语言在极大的刺激了观众感官的同时,也引发了观众情绪的释放,带给观众独特的快感,成为现代广告中特殊的广告艺术语言。本文试图从视觉传达的角度解读怪诞视觉语言在广告领域里的应用,让怪诞视觉语言为多元化的广告艺术注入新的血液。
The grotesque visual language is a unique artistic language in modern advertising. It intuitively expresses the appeal of modern advertisement by means of abnormal forms, absurd colors and dramatic images. Grotesque advertising through horrifying ugly content and funny absurd expressions, bringing the audience horror, funny contradiction reaction. This contradictory reaction prompted people to forcibly remember the ads, so as to achieve the advertising effect. Grotesque visual language has greatly stimulated the senses of the audience, but also triggered the release of the audience’s emotions, giving the audience a unique pleasure to become a special advertising language in modern advertising. This article attempts to interpret the application of grotesque visual language in the field of advertising from the perspective of visual communication and let the grotesque visual language inject new blood into the diversified advertising art.