Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising

Research on the Commercial Film with Concept under the View of Postmodernism

Author ChenYi
Tutor ChenXiaoNan
School Zhejiang Technology and Business University
Course Art of Design
Keywords postmodernism postmodern ideas film advertising visual language subconscious needs
CLC F713.8
Type Master's thesis
Year 2014
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Fantastic imagination, shuttle in the confusing time and space, illusory and beautiful pictures-Images form the ideal space for "men" live in modern urbanism. Gathering the strength of both image and advertise, The Commercial Film is the combination of reality and illusion, one of the important means to spread commodity information and promote the development of commodity economy and also a special kind of advertisement integrated with art, technology and culture. With the appearance of mobile devices such as mobile phone, tablet personal computer and notebook computer makes the mode transmission of the Commercial Film transfer from single television platform play to multi-platform play, thus the trend of ad’s individuation and demassification is increasingly obvious. Numerous and complicated images form the visual culture of modern society and gradually become customers’visual snack. As a kind of images with the fastest updates, widest range and maximum kinds, it interacts with people’s visual culture and is promoted by each other.With the development of modern economy and the update of cultural and artistic beliefs, the continuous improvement of economic globalization and digital technique once again brings about the reformation of world economy and culture, people’s concepts become individualized and diversified, and the postmodernist art also presents a new look. Images with characteristics of postmodernism begin to appear in the Commercial Film. The vivid characters of "rebellion","anti-culture" and "anti-aesthetics" which images show mainly reflect in the following aspects:Firstly, break the authority supreme and art hegemonism in traditional view; Secondly, postmodern art is opposed to traditional concept of "beauty" and conveys the concept of postmodernism in the Commercial Film using the way of "turn clown to beauty"; Thirdly, the creators of postmodern television abundantly use weird art, props, photography, digital post-production and so on to symbolize and imply the central theme; Fourthly, break the barrier of television and other arts integrating all things that can be utilized into the Commercial Film; Fifthly, make a part of the group which is in the consuming front edge get accepted, though the cardinal number of this part is low, their propositions of the pioneer art often lead the public’s aesthetic orientation. The origin of these characters lies in the philosophical spirit’s "uncertainty" of postmodernism,"essentialism" of deconstruction and traditional subversion and the diversification and "subjectification" of propositions. Under the influence of postmodernism, the Commercial Film not only visually becomes more popular, its concept also walks out of the monotonous commodity function introduction. The conceptual the Commercial Film with "decentration","instability" and "rebellion" of postmodernism are pouring out like tide in present conceptual ads dominated by commerce.By gathering parts of the SHOTS advertising highlights and relevant data like leading network and the Commercial Film, the changes of conceptual the Commercial Film under the postmodern field are analyzed. Firstly, explore the correlation between postmodernism and advertisement&image and summarize the influence of postmodern culture on The Commercial Films design. Secondly, from the perspective of conceptual advertisement, the sources of ideas expressed in advertisement are explored, the presentation of conceptual advertisement is cited to draw forth the influence of the postmodern characteristics like "uncertainty","fragmentization" and "rebellion" on the Commercial Film’s technique of expression. Moreover, from the perspective of creation and spreading demands, a series of analysis is conducted about the conceptual the Commercial Film under the field of postmodernism. The article analyzes visuality from the surface to the center and summarizes the causes of the Commercial Film’s concept and image style by contacting the context of customer’s consuming states and the corporate’s brand concepts at present. Finally, after the reflection of amazing visual effect and weird concepts presented by postmodern advertisements, creative advertisement design in future is put forward.

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