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在现代社会里,铺天盖地的广告时时刻刻的充斥着我们的视野。作为一种功利性的艺术,它本身所具有的审美特性与传统美学中的审美特性是截然不同的,这种不同主要体现在它通过功利性消解传统审美形态,在诉求重点上张扬人性、凸显人的魅力,在诉求手段上善于戏说历史和经典以求削平历史和经典的深度,在诉求方法上偏爱运用时间和空间碎片来打破传统审美的时空限定。总体来说,这些特征表现出了广告审美对传统审美经典理论的背离和挑战。
In modern society, overwhelming advertising is always full of our horizons. As a kind of utilitarian art, its own aesthetic characteristics are totally different from the aesthetic characteristics of traditional aesthetics. This difference mainly manifests in that it shows off human nature through highlighting human nature by highlighting human nature through utilitarian dissolution of traditional aesthetic forms, Human charisma, on the means of appeal, is good at playing history and classics in order to flatten the depth of history and classics. In appealing methods, it is preferable to use time and space fragments to break the space-time limitation of traditional aesthetic. In general, these characteristics show the departure and challenge of advertising aesthetic to the traditional aesthetic classic theory.