摘要
后现代广告从价值取向上关注人的现实生存状态和人类社会的问题,广告策略上注重观念营销,图像风格上体现超级写实与拼贴,创意思路上高扬时尚、颠覆传统等方面,呈现出后现代社会人的精神生存状态,而成为人本观广告的新形态。
Post-modernization advertising pays more attention to the real existing of human beings and related social problems,also emphasizes idea-marketing of advertising tragedy, realism of video-creating and social-fashion or anti-tradition,which shapes the spiritual ex- isting of post-modernization society and is called new type of humanity-advertising.
出处
《新闻与传播评论辑刊》
2002年第1期114-122,281,290,共11页
Journalism & Communication Review
关键词
后现代广告
生存状态
观念营销
超级写实与拼贴
颠覆传统
Post-modernization advertising
living existing
idea-marketing
anti-tradition super-realism
collage
