The Performance Of Creativity On Postmodernism Advertisement

Postmodernism is a world cultural ideological trend with extensive influence of the 20th century, as a kind of way of thinking, a kind of theory doctrine, it involves the fields of the culture and knowledge in numerous disciplines in the world. As the age culture significant respect ,the advertisement is subjected to the profound effect of contemporary doctrine culture ideological trend. The important change has taken place in such aspects as its concept, thought cast, performance and so on. Postmodernism advertisement is a kind of advertising form with creative style, which expresses the changes of the age and the cultural characteristics of Postmodernism in its unique way. Under the condition that conventional advertisement has little and little inspiration in a bad plight, Postmodernism advertisement came out and developed its style in another way, enable a consumer who is fed up with the homogeneity of the products to experience a new creative style. Postmodernism advertisement emphasizes the decorating in its creativity performance and the concern about the human nature, pay attention to the entertainment and consuming and the humane factor and emotion factor to the works. Postmodernism advertisement creativity has deep culture connotation and aesthetic characteristics. The performance of advertising creativity is that ,when the content which the creativity strategy wants to express is established, we consider how to reach the "purpose "with "shape ", how to create a visual language that can reflect our idea . The performance of advertising creativity is made up of the three closely related key parts , including: element,method and style. Element is the visual image and symbol used when we are creating; Method refers to creativity method that people think, it is the bridge between the style and element; Style is the form that expresses out creativity. Postmodernism advertising creativity has the same three factors. For element, we can analyze it from its range and topography way; for method, it contains novelty, emotion, adversity, contradiction, entertainment and ideology; for style, we can use tradition, humor, absurdity, romance, plainness and dreamland. To make a thorough analysis of the performance of creativity on Postmodernism advertisement, can help us understand the advertising development trend of our times and can let us lay a railway track to the international trend and promote the advertisement design level in our country. Creativity style of Postmodernism advertisement set a very good example for us, but the introduction of Postmodernism ideology to China is really an invasion in Chinese culture. In the face of the complicated Postmodernism culture background, the advertiser of China needs to keep the sober and rational head, upgrade the knowledge structure actively and study selectively. We should absorb the creativity method and idea of the western Postmodernism advertisement and avoid the negative effect of it. In addition, on the one hand the advertisement is an art, and on the other hand it is also a kind of science. It must accord with the principles of science and market while obeying art and culture principle, so that Postmodernism advertisement should also pay attention to the tactics of the advertising creativity while paying attention to the advertisement creativity performance. We must study the market and consumers of native country carefully, because it is the subject remaining to us for further investigation.