摘要
时尚和广告,两者和社会消费、视觉文化之间联系紧密,两者的集中代表——时尚广告是广告类别中极其特别的一种,有强烈的视觉外观,极易引起欲望的产生,它是消费社会的土壤里开出的绚烂的视觉花朵,散发着诱惑的芬芳。消费社会里"看"就形成视觉消费,本文从视觉文化的角度来"看"时尚广告,通过对其的视觉消费解读来把握时尚广告中的视觉文化和消费社会特征,以及这些特征对时尚广告视觉形象的影响。
Fashion and Advertising link social consumption and visual cultural closely.Fashion advertising is a special kind of advertising.It has a strong visual appearance,which can easily cause a desire.It is like a gorgeous visual flower coming from consumption society soil,exuding the attractive fragrance.In consumption society 'see'is visual consumption.This article 'see' fashion advertising from visual culture view,figure out the character of visual culture and consumption culture in fashion advertising and these affection on the visual images by explain visual consumption of fashion advertising.
关键词
时尚广告
视觉消费
视觉文化
消费社会
fashion advertising
visual consumption
visual culture
consumer society
