生命的华衣:广告美学的学科根基
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上海财经大学学报 2008 年 第 10 卷第 02 期, 页码：20 - 26
摘要
参考文献
摘要
本文试图揭示广告美学的学科合法性。这是因为当广告意味着欲望而美学意味着智慧的时候,广告美学便成为悖论。而要揭示广告美学的学科合法性,就必须首先回答一个基本问题,在欲望之外,什么是广告的美学意义。本文指出,广告是凡人生命的华衣,而衣服或许就是凡人的本原。由此广告既非神话亦非悲剧,而是凡人生命的喜剧性的盛筵。
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②12 Walter Benjamin,Charles Bandelaire:A Lyric Poet in the Era of High Capitalism.London,NLB.1973,p.55.
③⑨1122 Walfgang F.Haug,Critique of Commodity Aesthetics:Appearance,Sexuality and Advertising inCapitalis.tIntroduction by Stuart Hal.lTranslated by Robert Bock.Minnesota,University of MinnesotaPress.1986,p.17,p.92,p.50.
④15 J.Baudrillard,Simulations.New York:Semiotext(e).1983,p.151.
⑤21 Bernd H.Schmitt and Alexander Simonson:Marketing Aesthetics:The Strategies Manegement ofBrands,Identity and Image.New York,Free Press.1997,p.3.
⑥Daniel Harris,Cute,Quaint,Hungry and Romantic:The Aesthetics of Consumerism.Da Capo Press,2001.
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10 Linda Williams,Book Review.sP.83.
13 R.Wolin,Walter Benjamin,An Aesthetic of Redemption.New York,Columbia University Press.1982.
16 Gibney J.rFrank and Belinda Luscombe,The Redesigning of America.Time,vo.l155(11):66~75.
17 Barry Richards,Iain MacRury,Jackie Botterill,Dynamics of Advertising.Routledge,2000,p.2.
18 S.Ewen,Captains of Consciousness:Advertising and the Social Roots of the Consumer Culture.NewYork:McGraw-Hil.l1976.
19 Miklitsch,Robert,From Hegel to Madonna:Towards a General Economy of‘Commodity Fetishism’.Al-bany:State University of New York.1998,p.78.
20 Frisby,D.:George Simmel,First Sociologist of Modernity.Theory,Culture and Society.1985:2(3).p.65.
23 Ron Beasley,Marcel Danesi,Persuasive Signs:The Semiotics of Advertising(Approaches to Applied Semi-otics,4.)Berlin:Walter de Gruyte.r2002.Chapter 1:Advertising as social discourse,p.1.
24 Information Sources in Advertising History.Editd by Richard W.Pollay.Greenwood Press,1979.Harry Sampson,History of Advertising from Earliest Time.sGale Group,1974.
25 Plato,Republic.Trans.By Robin Waterfield.Oxford University Press,1993,pp.59~66.
26康德:《判断力批判》,邓晓芒译,人民出版社2002年版,第7页。
27 Stallybrass,P.,White,A.The Politics and Poetics of Transgression.London,Methuen.1986,p.120.
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29汪顺宁:《悖论与可能:广告美学》。载于陈望衡:《美与当代生活方式:“美与当代生活方式”国际学术研讨会论文集》,武汉大学出版社2005年版,第293~301页。
31丹尼尔.贝尔:《资本主义文化矛盾》,三联书店1989年版,第91页。
32沃尔夫冈.韦尔施:《重构美学》,上海译文出版社2002年版,第8页。
33 Holy Bible,King James Version.Hong Kong Bible Society.1988,1989,p.5.
34 George Santayana,Soliloquies in Englandand Later Soliloquies.New introd by Ralph Ros.sUniversity ofMichigan Press.1967,p.7.
②12 Walter Benjamin,Charles Bandelaire:A Lyric Poet in the Era of High Capitalism.London,NLB.1973,p.55.
③⑨1122 Walfgang F.Haug,Critique of Commodity Aesthetics:Appearance,Sexuality and Advertising inCapitalis.tIntroduction by Stuart Hal.lTranslated by Robert Bock.Minnesota,University of MinnesotaPress.1986,p.17,p.92,p.50.
④15 J.Baudrillard,Simulations.New York:Semiotext(e).1983,p.151.
⑤21 Bernd H.Schmitt and Alexander Simonson:Marketing Aesthetics:The Strategies Manegement ofBrands,Identity and Image.New York,Free Press.1997,p.3.
⑥Daniel Harris,Cute,Quaint,Hungry and Romantic:The Aesthetics of Consumerism.Da Capo Press,2001.
⑦Linda Williams,Book Review.Design Issues,Vo.l3,No.2(Autumn,1986),pp.83~85.Richard Shus-terman,Book Review.sThe Journal of Aesthetics and Art Criticism,Vo.l45,No.3(Spring,1987),pp.319~321.
⑧Walfgang F.Haug and Karen Kramer,Commodity Aesthetics,Ideology and Culture.Trans.By Susan Tay-lor Brown.International Genera.l1987.
10 Linda Williams,Book Review.sP.83.
13 R.Wolin,Walter Benjamin,An Aesthetic of Redemption.New York,Columbia University Press.1982.
16 Gibney J.rFrank and Belinda Luscombe,The Redesigning of America.Time,vo.l155(11):66~75.
17 Barry Richards,Iain MacRury,Jackie Botterill,Dynamics of Advertising.Routledge,2000,p.2.
18 S.Ewen,Captains of Consciousness:Advertising and the Social Roots of the Consumer Culture.NewYork:McGraw-Hil.l1976.
19 Miklitsch,Robert,From Hegel to Madonna:Towards a General Economy of‘Commodity Fetishism’.Al-bany:State University of New York.1998,p.78.
20 Frisby,D.:George Simmel,First Sociologist of Modernity.Theory,Culture and Society.1985:2(3).p.65.
23 Ron Beasley,Marcel Danesi,Persuasive Signs:The Semiotics of Advertising(Approaches to Applied Semi-otics,4.)Berlin:Walter de Gruyte.r2002.Chapter 1:Advertising as social discourse,p.1.
24 Information Sources in Advertising History.Editd by Richard W.Pollay.Greenwood Press,1979.Harry Sampson,History of Advertising from Earliest Time.sGale Group,1974.
25 Plato,Republic.Trans.By Robin Waterfield.Oxford University Press,1993,pp.59~66.
26康德:《判断力批判》,邓晓芒译,人民出版社2002年版,第7页。
27 Stallybrass,P.,White,A.The Politics and Poetics of Transgression.London,Methuen.1986,p.120.
2830 Edward Lucie-Smith,Late Modern The Visual Arts Since 1945.New York:Praeger Publisher.sSecondEdition.1976,p.4.
29汪顺宁:《悖论与可能:广告美学》。载于陈望衡:《美与当代生活方式:“美与当代生活方式”国际学术研讨会论文集》,武汉大学出版社2005年版,第293~301页。
31丹尼尔.贝尔:《资本主义文化矛盾》,三联书店1989年版,第91页。
32沃尔夫冈.韦尔施:《重构美学》,上海译文出版社2002年版,第8页。
33 Holy Bible,King James Version.Hong Kong Bible Society.1988,1989,p.5.
34 George Santayana,Soliloquies in Englandand Later Soliloquies.New introd by Ralph Ros.sUniversity ofMichigan Press.1967,p.7.
引用本文
汪顺宁. 生命的华衣:广告美学的学科根基[J]. 上海财经大学学报, 2008, 10(2): 20–26.
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