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在消费时代,广告设计者以美学为外衣,按照形式美的法则和规律进行审美创造。受众进行审美接受的活动时,广告便进入了审美文化视野。在消费文化影响下的广告审美文化已经泛滥成灾,人们的审美创造和审美体验受消费文化的影响不断异化和嬗变,本文在分析广告审美文化的同时,进一步探索广告的审美走向。广告不仅带给人们独特的审美享受,而且给人们带来一种新的生活方式、生活观念。广告通过情感诉求引起受众的某些体验,创造贴近大众的生活氛围,如充满爱心、关心、亲情、友情、极富人情味
In the consumer age, advertising designers to aesthetic as a coat, in accordance with the rules of beauty and beauty of the rules of aesthetic creation. Audiences to accept the activities of the aesthetic, the ad will enter the aesthetic and cultural vision. Under the influence of consumer culture, the aesthetic culture of advertisement has been flooded. People’s aesthetic creation and aesthetic experience are constantly changing and changing under the influence of consumer culture. This paper tries to explore the aesthetic direction of advertisement while analyzing the aesthetic culture of advertisement. Advertising not only brings people the unique aesthetic enjoyment, but also brings people a new way of life and life. Advertising through the emotional appeal to some of the audience, creating a living atmosphere close to the public, such as full of love, care, affection, friendship, very humane