当代艺术的挪用——西方时尚广告的视觉语用学转向

The Borrowing from Contemporary Art: a Vision-related Pragmatic Turning of the Western Fashionable Advertisements

当代西方时尚广告策略已经出现从视觉修辞术到视觉语用法转向的趋势,从广告视觉修辞的"规劝"、"感染"、"单向传递"和"激发购买欲望"转变为视觉语用学的"浸入"、"召唤"、"互动理解"和"调动默会知识";从一种主体/受众的目的性结构变成了文本/阐释的开放性结构,此转向的具体策略方法则是借用当代艺术创作的两个视觉构建手段,即"日常化编码"和"无表情外观",以看似无所机心的日常性抓拍的摄影手法,和刻意不流露主观情感的冰冷视觉外观,巧妙吸引消费者的注意力,不着痕迹地向其灌输深层意识形态观念,从而颠覆了传统广告的视觉修辞术。该转向的本质原因在于全球化背景下,广告策略从广告修辞学的视觉霸权主义转变为语用学的视觉民主主义的内涵。

A trend of turning from vision rhetoric to a vision-related pragmatics has already emerged in the contemporary strategy of fashionable advertisements in the Western world,which is illustrated by a shift from ＂persuasion＂,＂infection＂,＂one-way delivery＂ and ＂stimulating a desire for purchase＂ of vision rhetoric to ＂infusing＂,＂calling＂,＂interactive understanding＂ and ＂mustering quietly mastered knowledge＂ of vision-related pragmatics and a shift from the purposeful structure between the subject and the receptor to an opened structure featured by the text / interpretation,the particular tactics and method of which are the two means of vision formation： ＂daily encoding＂ and ＂appearance with no facial expression＂,characteristic of daily photographical skills of rushing to shoot the scenes with no intention and of a cold appearance of vision showing no subjective emotion deliberately so as to draw the consumer＇s attention cleverly and infuse deep-going ideological concepts implicitly into the consumers so that the traditional vision rhetoric used in advertisements has been subverted.The essential reason for this turning is that in the context of globalization,advertising strategy has shifted from the vision-hegemony to the vision-democratic implication of pragmatics.