A Study Of Symbolic Aesthetics In Micro - Film Advertisement

With the progress of science and technology, the "micro era" is coming on the corner. As a new type of art forms, micro-film advertising has opened up a new field of modern advertising, which combines the unique artistic characteristics of film and the great value of commercial ads. In recent years, the study of micro-film advertising has focused closely on advertising communication, brand marketing and other aspects of art and design, or macroscopic phenomena based on individual classic cases. In this paper, modern micro-film advertising has been put into the vision of contemporary aesthetic culture, and been analyzed with the semiotics aesthetics theory of Susan Langer. which fills the study vacancy in this field and enriches the micro-film advertising research system.In the first chapter, it relies on the semiotics aesthetics theory of micro-film advertising. With the development of western semiotics, the symbol concept has spread widely. Susan Lange creatively made a point that art is a symbolic form of human emotions. As an emerging art and culture, micro-film advertising has represented the unity between the symbolic form and emotional content, which has been linked with semiotics aesthetics theory of Susan Langer.In the second chapter, it presents three different kinds of symbols in micro-film advertising. All the arts present themselves with the form of phantom or similar symbols. which has been more expressive and can be resorting to intuition. They are poetic language symbols, illusory audio-visual symbols and other classic symbol styles.In the third chapter, it talks about how to create the micro-film advertising signs. According to Susan Langer "s " life forms saying’with practice, it analyzes the narrative way and the unique characteristics, uses montage as well as unfamiliar means, and explores the expression styles of micro-film advertising.In the fourth chapter, it discusses the different aesthetic dimensions of micro-film advertising. Using Susan Langer "s" aesthetic intuition thought", we can solve the problem how to accept the art symbols of micro-film advertising. In addition to the dimensions of aesthetic form and emotion, there is another important aspect, which realizes the cultural significance of transcendence.