视觉范式与话语建构:对民国建筑业广告中建筑图像的考察  

Visual Paradigm and Discourse Construction:An Examination of Architectural Images in Advertising in the Construction Industry of the Republic of China

作　　者：邢鹏飞 耿新 Xing Pengfei;Geng Xin(School of Architecture,Southwest Minzu University,Chengdu 610225,China)

机构地区：[1]西南民族大学建筑学院,成都610225

出　　处：《艺术与设计（理论版）》2024年第9期42-46,共5页Art and Design

基　　金：中央高校基本科研业务费专项基金项目编号:2023SQN15;西南民族大学引进人才科研启动金资助项目项目编号:RQD2021054;中国近代建筑展览会研究与国家话语建构教育部人文社科青年基金项目编号:24YJC760142。

摘　　要：建筑业广告本可使用突出其产品自身属性的写实性图样,但却不约而同的选择了建筑图样,并形成了建筑业广告的基本视觉范式。建筑摄影和建筑图纸直指具有“伟大”属性的地标建筑,借助一系列的赞美词和建筑师信息,赋予建筑业广告特有的“韵味”和“特权”,建构一种建筑厂商依附于建筑师和营造厂的霸权话语。虚拟建筑图样则消解了这种依附关系,概括了地标建筑的视觉形式,并试图重构一种更为纯粹的时代话语。Architectural advertisements could have used realistic llustrations that highlight the attributes of their products,but they unanimously chose architecturalillustrations and formed a basic visual paradigm for architectural advertising.Architectural photography and architectural drawings directly point to landmark buildings with great attributes,endowing architectural advertisements with unique charm and privileges through a series of compliments and architect information,and constructing a hegemonic discourse in which architectural manufacturers rely on architects and construction factories.Virtual architectural illustrations dissolve this dependency,summarize the visual forms of landmark buildings,and attempt to reconstruct a more pure discourse of the times.

关 键 词：建筑广告 视觉范式 建筑图像 霸权话语 时代精神 

分 类 号：J0[艺术—艺术理论]