The Investigation Of Audio-Visual Advertising Form Of Innovation And Aesthetic Meaning

As technology improved and new technological research and development of the media, many new technologies are being applied to the Audio-visual advertising campaign. Audio-visual advertising as a practical art, not only offering consumers with effective goods and services but also a very high aesthetic value. Since 1979 Shanghai TV has broadcasted the first commercial AD, our Audio-visual advertising developed rapidly. But owing to technical standards and practitioners of low quality, the development of our Audio-visual advertising is below the level of international standards.Audio-visual advertising is very difficult to achieve both the effective dissemination and esthetic meaning .This paper will be from the point of Awakens theory , by means of the aesthetics of art and methods of Consumption Psychology.we will analysis the form or aesthetic meaning of the advertising cases in recent years.The text mainly includes the following three parts:First, from the angle of awakens theory, we study the practicability and the aesthetic of Audio-visual advertising. Advertising is a practical art of aesthetic value. It is the inherent demands of the consumers can make advertising appealing to consumers, because of different needs, consumers will pay attention to different advertising messages. The numerous Audio-visual advertisments only from the heart of aesthetic attention and needs of consumers that we can achieve effective communication and convince the audiences to purchase goods or services.Second, since the repetitive visual of advertising makes audience easy to produce aesthetic fatigue in the process.So Audio-visual advertising must be spread by artistic means to improve the aesthetic value,to create an advertisement that we can better to the public eye. This part of the major combined with case studies, to summing up experience and principles.Third, from the formal language of the development process and the specific form factors to start the discussion on form of innovation, with the case on the form of Audio-visual advertising innovative methods,we can summarize the experience which the form innovated and esthetic meaning produced.