The Aesthetics Of Post-modern Advertisement

Whether as a purely commercial art or art itself, the ads will have to show a certain age people's living condition and spiritual pursuit. "Post-modern ad" post-modernist culture is a form of show, it's a unique way to record and performance of the changes of the times, reflecting the post-modernist ideas of all kinds of cultural identity, is an innovative style of the forms of advertising. "Post-modern advertising" is not an academic has been recognized in the strict concept, but in the post-modern thought and culture under the ad posture, should not be neglected and a growing development trend of the ads. In form and in content, the ads are now hiding or how much publicity the various post-modernist law. After the paper as the background of modern and the post-modern ads produced, and as a commercial nature of the art form, post-modern ad with the aesthetic value and its unique form of performance, a summary of post-modern aesthetic characteristics of the ad, summary Analysis of the post-modern advertising in China's development and the impact of it.This paper is divided into four parts. Introduced after the first part of the background of modern advertising, specifically from what is "post-modern," post-modern cultural identity, the crisis facing the modern ad three levels of analysis of the inevitability of modern advertising came into being. "Post-modern" is relative to the modern concept of a proposed, it is the modern tradition of subversion and beyond, showing all kinds of modern society "deconstruction" of features, such as digestion Center, subversion against the authority, such as diversification. This article from the three aspects of post-modern cultural identity, that is, after the modern real-life environment, the main plane flu and flu loss of the main mental state, and consumer culture and the rise of popular culture. They are in the post-modern society, the unique phenomenon, but also breeds post-modern ad the soil. Faced with such a background of post-modern society, modern advertising dull, flat, boring form of expression from the audience dissatisfaction with the new culture calls for a new ad the emergence of post-modern ad is in such an environment the Potuerchu.The second part of a post-modern aesthetic value of advertising forms and manifestations. Advertising as a utilitarian nature with the arts, both economic value and have aesthetic value. According to Hegel's aesthetic value of things the criteria for judging from the "statement" and "elephant", "intended" three aspects of post-modern ad reflection of the aesthetic value. Post-modern ad's "statement" in the United States and its copy of the plane and visual, text can be a means in itself is a "stunning" beauty "as" beauty lies in the traditional development and subversion, Show "aesthetic" and "ugly" two trends, "intended" the beauty of the post-modern theme of the performance of your deep, creating a mood of the United States is not modern advertising and the rate.The third part of post-modern ad summed up the aesthetic characteristics. According to a lot of advertising case, summed up a post-modern ad's seven major features of the aesthetic, visual dominate, ideology, the people, entertainment, personalization, fashion and style liberalization. With the aesthetic of contemporary culture to visual, post-modern ad showing a master of the visual characteristics of the surface in the form of becoming a more significant presence, the audience is to seize the decisive factor in the eyeball; do not involve any product-related information, from Ideological impact on the audience, inspire the audience from the subconscious, is post-modern ad break your emotional demands of the modern and rational demands of unifying the world to show the tradition of the typical post-modern aesthetic characteristics; Post-modern culture is an inclusive form of a strong cultural diversity, recognize the existence of any reasonable, therefore, post-modern ad boldly to the way the performance of non-mainstream groups to survive, and this shows a person of the United States; With The authority of the resolution, "individual" gradual escalation, after more modern "self", after the demands of modern advertising is gradually from "individual demands" to "personal aspirations." When the main character of a female, on the formation of a wave of feminist, post-modern feminist advertising is an important part of fashion and advertising has become an economic community in the twin sisters, after the fashion of modern advertising is emerging Another aesthetic characteristics of the modern advertising, post-modern art forms of advertising is more inclusive, serious themes can be used easily in the form of expression and lively, this is post-modern philosophy and a reflection of survival.The fourth part of a brief analysis of post-modern advertising in China's development. Analysis of the post-modern advertising in China's development status, development and post-modern ad on the impact of China's advertising creativity. Post-modern development in China as a Juanjuanxiliu, but it also can not contain the speed and intensity for the expansion. We should be the correct approach to treatment, can not be pursued or absolute exclusion, but should be in accordance with China's national conditions and characteristics of target groups of consumers to decide whether to adopt the post-modern means of advertising performance. Study and learn from the West after the essence of modern advertising, better used for the development of China's advertising to create a new path.