上海广告图像的文化分析

Culture analysis of the advertisement picture in Shanghai

在上海的图像世界中,有一类发放渠道独特、形式内容新颖的免费广告册往往不为人所注意,由于它的审美旨趣与“广告一族”的精神状态两相契合的原因,使得它同时具备着反映(“镜子”)和导向(“罗盘”)的双重功能。我们可从这些广告图像(尤其是“派对”图像)中看到“广告一族”的生命个体所呈现的一种“High”态和且拿美女来“养眼”的颓废心理,这其实是个体在现代都市生活中重压之下的无奈和必然之举。另外,这些“广告一族”所呈现的那种“不便宜,但谁也不会说贵”式的生活理想使得他们的精神生活更加脆弱,以至于不吝用财富来筑构一个虚假的高贵身份来自我陶醉,并赢得一个心理的暂时慰安。

There is a kind of free advertisement magazine with the special publish channel, rich content and fresh form to which we pay no attention in Shanghai. Because it matches the spirit of young people in modem city, it owns dual functions which include reflection function （mirror）and guide function （compass）.Through analyzing the pictures, especially the party pictures ,we can glimpse at the High and decadence spirit of the individual which is the consequence of the greater living press in modern city. In addition, pursuing and showing off treasure reflect the fragility spirit construction of the young individual, because they are fond of gaining a false nobleness identity through treasure to satisfy and comfort themselves.