摘要
当广告进入人们的视野中,向大众传播他们想听到和看到的想法时,它将不再被视为强迫的推销,而是人们兴趣的一部分。超现实主义及其核心创意结构,从不协调的物体并置到黑色幽默和讽刺感,这些作品有趣甚至令人震惊,并从现代广告竞争中脱颖而出。文章浅析了超现实主义广告从诞生到与现代世界的融合,以皇冠可乐公司在菲律宾的超现实主义“Basta”广告为例,说明广告不仅仅是一种销售商品的手段,更是以年轻Z世代流行文化的一个决定性元素为基调,运用视觉语言影响大众的一种权力表达形式。
When advertising enters people's field of vision and communicates to the masses what they want to hear and see. It will no longer be seen as a forced sell, but part of people's interest. Surrealism and its core creative structure, from its incongruous juxtaposition of objects to its dark sense of humor and irony. The pieces are shocking, funny and stand out from the chaos of modern advertising spectacle.The article analyzes the Surrealism advertising from its birth to its integration with the modern world, and takes RC Cola's Surrealism "Basta" advertising in the Philippines as an example to illustrate that advertising is not only a means of selling goods, but also a form of power expression that uses visual language to influence the public based on a decisive element of young Generation Z popular culture.
作者
赵云芃
高永利
Zhao Yunpeng;Gao Yongli(Taiyuan University of Technology,National Design Art Experimental Teaching Demonstration Center,Taiyuan University of Technology,Jinzhong 030600,China)
