The Features In Postmodernism Fashion-ad Design

Centered on the features in post-modernism fashion ad design, this paper is devoted to deeply exploring at four aspects in four Chapters respectively: the 1^st chapter is about post-modernism, an open vision; the 2^nd, post-modernism ad; 3^rd, detailed analysis on the features in post-modernism fashion ad design; 4^th, enlightenment from post-modernism style on Chinese fashion ad. The outline of the dissertation is as follows:Post- modernism refers to the trend in western arts, social culture and philosophy prevailing in 1960s in Europe and U. S. It is characteristic of fuzziness; exocentric differentials based on demands; deviation from endocentric unity; anti-rationality etc. The style of post-modernism design was first introduced in the field of architecture, and then extended to industrial design. From the perspective of ideology, post-modernism design is opposite to modernism and internationalism design which stress visual enrichment through decoration. It advocates concern toward feeling and psychological satisfaction, not just the monotonous functional ism-orientation.As the dramatic social change greatly alters human life style, the role of clothing, which is closely related to human beings, began to take on such trends as diversification and individuation from the primitive basic function satisfaction and integrated far more factors as social role concepts, lifestyle, cultural accomplishments, personality, taste, cultivation, education to show its value. Therefore, as an important sort of ads, fashion ad design faces greater necessity to proceed from feelings, and focus on the concerns of human living situation and mental experience as a design presentation. Those features as human-orientation, superb realistic picture, adhesive presentation of twisted beauty, bold tradition overthrow, and stress on creative idea are among the most obvious features in post- modernism design. The present paper mainly deals with the following aspects: to analyze and describe in detail those out- striking features of modern fashion ad in terms of post- modernism style; to fully illustrate with representative post-modern fashion ads as banarton ad and the ideological ad for Zhongxing Department Store in Taiwan; to point out with consideration of Chinese fashion ad design status quo that, in order to make our fashion ad full of more wonderful innovative thought and keep pace with trend in society, we need to learn and use as reference the essence in post- modernism fashion ad. Beyond doubt, we can't totally copy from western post- modernism fashion ad. Instead, we need to retain our national inherent elements and essence, after all unique features deeply rooted in folk tradition make ever-lasting. Without blind worship, parrot-like imitation, too much self-admiration, and totally conservativeness can we create excellent fashion ads which not only conform to the potential consumers' aesthetic and spiritual needs, but also effectively guide their consumption concepts and life doctrines.