The Study Of Postmodernism Advertisement As The Object Of Consumption

In the contemporary society of information overload and attention limited,how to win the attention of the target audience is an important challenge for all advertisers.Different from the traditional advertising that the main content is product information,the focus of postmodernist advertising is not to promote the use value of the product,but to cultivate the consumers' preference for the brand through the ad to meet the ideology of consumers.Based on the theory of modernism,this paper stars with the social phenomenon to explore the contemporary consumer motivation.At the same time,the paper explores the creative principle of postmodernism advertisement,and reveals its unique style and visual presentation.The most important thing in this article is to reveal the deep connotation hidden in its external style which is Ideological communication skills and "Unfamiliar" creative approach.And it is hoped to provide the advertising industry with reference experience.This paper is divided into four parts.In the first part of this paper,the author summarizes the connotation of postmodernist advertisement and defines the object of this study.The second part analyzes the significance of “postmodernist advertising is consumed " in depth,and explains it from four subsections.First of all,starting from the phenomenon that “postmodernist advertising is consumed",pointing out the three manifestations of this phenomenon.Secondly,combined with the theory of consumer society,this paper analyzes the consumption logic of postmodernism advertisement according to the three kinds of performance.Finally,from the perspective of the relationship between the aesthetic characteristics and ideology of postmodernism advertisement and audience's "aesthetic needs" and "spiritual needs" to explore the nature of postmodern advertising audience consumption.The third part is to explore the creative principle of the aesthetic characteristics and ideology in Postmodernism advertisement and using the principle of "Defamiliarization" to put forward a set of advertising creative process from the perspective of advertising Ontology.The fourth part points out that consumers' consumption of the aesthetic characteristics and ideology in Postmodernism advertisement is actually the consumption of "brand image",and explores the application of postmodernism advertisement from the perspective of brand building.First of all,according to the case of three brands explore how to build the brand image by producing symbols and meanings.Then,this article objectively evaluates postmodernism advertisement.Although the use of postmodernism advertisement is limited,the creative space is infinite.Finally,summarize the full text,and prospects for the development of postmodernist advertising.