论后现代主义影响下广告设计中的“情景假说”

On the Postmodern Influence on "Setting Hypothesis" in Ad Design

在后现代主义浪潮冲击下,营造"拟态环境"的广告设计者们为适应信息时代文化消费市场的需要,在展示基本内容的基础上越来越多地运用假说,通过时广告的虚拟情景来获得消费者心理认同;在满足受众新的文化消费需求的同时,把新的文化、观念、生活方式等带给消费者。现代广告设计过程中"情景假说"的出现和发展反映出信息时代的需求;其广泛运用,是广告设计艺术性、真实性在思维和创作方式上的一大延伸和创新。

Struck by the postmodern tidal wave, advertising designers who are constructing ＂mimic surroundings＂, in order to keep abreast of the cultural consuming market, are more and more making use of hypotheses to obtain consumer＇s psychological acceptance through fictional scenery. When satisfying acceptors＇ new cultural consuming demands, they bring consumers new culture, concept, life style etc.In the process of designing advertisements, the emergence and development of ＂scenery hypotheses＂ reflect the demands in the information times. To a great extent its extensive application is an extension and innovation of advertising design＇s artistry and authenticity in thinking and artistic approaches.