نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیارگروه ارتباط تصویری، دانشکده هنر، دانشگاه الزهراء، تهران، ایران
2 کارشناس ارشد ارتباط تصویری، دانشکده هنر، دانشگاه الزهراء، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Surrealism has emerged in different categories such as literature, cinematography, visual arts specialy advertisement. it has always attracted the audiences' attention by using techniques such as similarity, displacement and paradox. The main question of the paper is that how far surrealism has been able to succeed in billboard advertisement from audiences' point of view and get close to advertisment's main goal including creating connection, remaining in the mind and encouraging the audience it is assumed that considering varity of the products and advertisments in contemporary communities, audiences make a better conectionwith advertisments which are far from reality and daily life. What is more, seeing unexpected pictures and images lead to a longer durability in the mind.present research using descriptive-analytical method data was gathered from library and field work studying surrealist advertiisment refelction among public audience (10 – 50 years old) which were divided in to five groups so we could study such advertisments among various age groups.
Results indicate that this style has been more successful in creating a pleasant shock in the audience in coparison to other styles; but has not been more successful in regard gaining audiences' trust.
کلیدواژهها [English]
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