Visual Banquet And Picture Allegory

We live in a consumption time in which an visual image culture grow up rapidly, the development and prosperity of television medium have resulted in various TV cultures. Along with that, the modern advertisement and its culture have developed greatly as well. As we all can see, advertisement and TV culture can be touched diffusely. Being the strongest one in comprehensive modern media, occupying the main status in broadcasting domain, the television media has become the most important information carrier in modern advertisement.Along with the specialization of television column and the channel, also the fashion of TV culture and consumption principle, we are surrounded by flooding various television advertisements. It's characteristic with spreading rapidly, directly, vividly and repeatedly, and that makes television advertisement become stronger compare with other advertisement forms. The splendid development of television advertisement has made it become the swinging flag in modern cultural life, and also the basic expressing way of modern social life. It plays a direct role not only in market and economic activities but also affecting people's idea and behavior, it even has already become a human's life style and a special annotation to social current, moreover, guided human's cultural fashion and the esthetic interest.As a" mirror" of social life, the television advertisement not only comprises the judgment to cultural value but also reflects and shapes the social culture psychology and the mainstream ideology words in a certain time. It is a luminescent spot in modern culture life, but simultaneously the dark stain which inevitably resulted by its profit-chasing nature and promotion function. If we carry on a deeper research, we can discover that television advertisement has already surmounted its basic mechanism and function, form the view of how it affects to the society in breadth and depth, the television advertisement has already deducted the comparatively independent cultural form which named television advertisement culture.This kind of cultural attribute, attaching to the commodity value idea, is established above the marketing function. However, because of the various form and value estimate system, television advertisement which incarnated on commodity by the way of plus-value, has presented as a diverse polyhedron, forms a unique mirror image phenomenon.This paper is based on the researching principle of "entering into the television advertisement"while "keeping outside of the television advertisement". From the phenomenon and the performance of television advertisement, the paper is trying to present the thoughts on society, culture and aesthetic under the linguistic environment of television advertisement. Meanwhile, the social latitude, cultural value and esthetic significance of television advertisement are within this article's research attempts. It's also trying to discuss the various social attributes and how the cultural purport come into being of the television advertisement as well as the lost and embarrassment which television advertisement represents in modern society and social transformation of post-modern society.