Advertising Art Under The Context Of Visual Culture

Advertising, generated in commodity society, yet with particular artistry, bears both properties of utilitarian and aesthetics, commerce and art. An obvious tendency of advertising art, a special form of which, is towards visualiziton under the context of visual culture. As feedback, this omnipresent visual symbol system promotes the development of visual culture as well.The feature of visual aesthetics of advertising art, by the intervention and promotion of electronic video medium and etc. Under the visual culture age, the feature of visual aesthetics appears more obviously. Whereas the advertising art is still changing and developing, the disputes of its artistic speciality and visual representation still exist. With noticing the gradual recognition for visual communication and enjoyness, this thesis took the twoness of advertise art as the stand to investigate the artistic practice and aesthetic significance in visual representation of advertising.Furthermore, basing on the logical root of the visual culture age, this thesis also paid attention to the effect of advertising art (visual advertising) to the popular culture, especially the style culture from the angle of view of art and culture. In addition, both the positive and negative features represented by advertising when which had artistically changed into visual consume symbol, were systematized.