| The advertising image is core content of the ad. The images experienced from prehistoric totem, Oracle hieroglyphics to painting and sculpture, from camera photographies, to virtual image produced by the development of the computer. Advertising images also experienced a change from the image to simulacrum, and this evolution is not a totally substitute, but a complement. Through text analysis, comparative analysis and exemplification, the article summarizes the development track of the image and advertising image and dig out the reasons of change in advertising images and the dynamics during the change. It also find out the value and the significance of the process. Finally, it’s the social and cultural criticism about the advertising images rheological, for profound cultural acknowledge.The first chapter defines the concept of image as well as the era of images, and points out that the advertising’s image-turning is to get the unlimited signals and designation; to quickly get the audiences’view; to get the reaction from the viewers.The second and third chapters describe the development track of the images and advertising images, grasp the rheology of the advertising images:from image to simulacrum, and conclude that this evolution is from the developing of image techniques, the copy of industrial machine, as well as the alienation of the public appreciation of the beauty. Advertising image is caused by the constant improvement techniques and theory of montage, the jointment of intertextuality and the rhetorical.The forth chapter combines the Western political and economic critics scientist theories, especially from Jean Baudrillard to brings out the cultural criticism on the evolution of the advertising image narrative, and point out that this evolution dismisses the real world and mixes the real and virtual, generalizes the Aestheticization which causes advertising images lead the modern people to pursue "charm" again; after of all, it incurs the advertising image itself meaning implosion which confuses people who surrounded by advertising landscape.This paper concludes with the result and doubt thinking of how the advertising images develop in the further. It may constantly be promoted by the technology, but more than likely to take the existing technologies to design image appearance and take more attention to the audience. |
