中国元素广告之阈下美探析

ANALYSIS OF THE BEAUTY OF SUBLIMINAL ADVERTISING WITH CHINESE ELEMENTS

随着人们接触信息的方式日趋多样化、立体化,铺天盖地式的硬传播手段已不尽人意,而软传播与巧传播则润物细无声地影响并培养着受众。中国元素的兴起与发展不仅促进了中国传统文化理性的回归,更为实现广告信息软化,营造一种良好的广告信息传播环境提供了新的契机。广告中利用中国元素的深层意义所形成的满足受众需求的信息与文化环境即所营造的广告信息的阈下美,则起到了潜移默化的效果。本文以景观社会构建为契入点,探讨如何利用中国元素之美的特征来营造广告信息环境,为突破当前广告对中国元素显性应用阶段,实现广告信息的软传播与巧传播提供一些思考。

The ways of obtaining information has been diversified and more and more three-dimensional, which may lead to the situation that individuals are not easily satisfied with the various means of tough propagation. However, it seems that the ＇tender and smart＇ propagation is outstanding nowadays and gradually affects and accumulating people＇s mind. The usage and development of Chinese elements, which facilitates the regress of traditional Chinese culture, can also provide new opportunities to make a ＇tender＇ advertising information and a better atmosphere of propagation. The further significance of Chinese elements contributes to the satisfice of audience＇ s requirements will bring about a subtle result caused by the beauty of subliminal advertising information. This paper will start with the establish of society of spectacle and analyze how to make good use of the beauty of Chinese elements to build the proper atmosphere of advertising information, additionally to provide some thoughts of realizing the ＇ tender and smart＇ propagation by breaking through the present situation of applying distinctly Chinese elements.