当代广告的“戏仿”创作策略考察

Investigation into Creation Strategies of “Parody” in Contemporary Advertising

随着后现代主义文化和通俗文化的兴起,戏仿已逐渐成为当代广告文本生产和内容创意的一种重要策略和手段,在各类广告文本的创作中都得到了相当普遍的运用。戏仿通常采用夸张性模仿、模仿+倒置以及挪用+置换的手法对经典文本进行改造和创新,使其服务于广告创意设计和广告诉求点的表达。戏仿策略的运用,对于广告审美效应的实现和广告传播效果的提升都具有积极的意义,对于传统文化的传承和大众文化的建设也带来了深远的影响。

With the rise of postmodernist culture and popular culture,parody has gradually become an important strategy and means for contemporary advertising s content creation,and has been widely used in the creation of various advertising texts.Parody usually uses exaggerated imitation,imitation plus inversion,and diversion plus replacement to transform and innovate classic texts,so as to serve the creative design of advertising and the expression of advertising appeal.The application of parody strategy plays a positive role in the realization of the aesthetic effect of advertising and the promotion of advertising communication effect.It also has a profound impact on the transmission of traditional culture and the construction of popular culture.