广告图像设计的伦理反思

Ethical Reflection on advertising image design

随着商品经济和消费文化的发展,消费意识已经深度参与到广告图像设计中,使得消费者的视觉和情感需求成为设计者的唯一衡量指标。当广告图像更多地与消费者的需求和欲望有关、而不是与产品或服务的现实信息有关时,泛滥的广告图像和非理性的广告视觉表现将会进一步恶化视觉传播环境,广告图像内容失实、审美缺失、过度煽情的现象就会暴露无遗甚至冲破道德底线,过度消费和解读人物形象,造成女性形象的物化和历史人物形象的异化。这些表现将视觉传播范式不断引入歧途,阻碍了视觉传播文明的发展。

With the development of commodity economy and consumer culture, consciousness of consumption has been deeply involved in the design of advertising images, making the visual and emotional needs of consumers become the only measure of designers. When the advertising image is more related to the needs and desires of consumers, rather than the real information of products or services, the overflowing advertising image and irrational advertising visual expression will further deteriorate the visual communication environment, and the phenomenon of false content, lack of aesthetics and excessive sensationalism of advertising image will be exposed completely, even break through the moral bottom line, excessive consume and interpret of figures Image, resulting in the materialization of female images and the alienation of historical figures, constantly leads the visual communication paradigm astray, hinders the development of visual communication civilization.