后现代语境下的广告图像叙事

Advertising Image Narration in the Context of Postmodern

后现代是当今世界流行的文化思潮,在其语境下的广告叙事方式经历了从文字到图像的转型。具体变化是在叙事目的未改变的前提下,叙事内容、叙事话语和叙事动作都出现了顺应后现代语境的转向,呈现出内容虚拟性、符际互补性和叙事非线性等新特征。这既是对新环境下媒介特征的适应,也反映了信息传递过程中互动主体心理特征的变化。

Postmodern is a cultural ideological trend in today＇s world.In the context of postmodern,transformation of advertising narrative is from text to images.It concludes that advertising image narration＇s content and discourse and action all steer to keep up with the postmodern context.The advertising image narration present a series of new features such as virtual content,inter-semiotic complementarity and nonlinear narrative under the condition of core target unchanged.It＇s both the results of adaption to media characteristics under the new environment,also reflection to psychological characteristics＇ change of interactive subjects in the process of information transmission.