Aesthetic Perspective Of Online Advertising Creative

The network advertisement as a new form of advertising based on internet, after more than 10 years'development, has acossed different stages, the application becomes more extensive to modern life and become an important catalyst for the development of market economy.In order to promote the healthy development of network advertising, to better serve the market economy, this article attempts to expatiate and analyse systematicly from an aesthetic point of view on the network advertisement creativity, and by case studies to analysis the dissemination function and aesthetic value of network advertisement creativity , to have a more profound understanding on the the network advertisement's creativity on the view of theory and practice.This article first carries on to the network advertisement creativity's development circumstances, the study found, although network's promotion will impel the network advertisement directly, but the competition essence and dissemination effect of network advertisement, depends mainly on the quality of network advertisement creativity . Subsequently, in view of the importance of network advertisement creativity, the third chapter of this article further creative advertising in the network to explore the aesthetic value, carries on the discussion to the creativity in the network advertisement's aesthetic value, elaborated that creativity is reason of the network advertisement core competitiveness. Thought that the creativity is the core competitiveness of network advertisement who brings to attention, the mood infection, and can create beautiful conception, interests, to build a nice image&condition, attracting the audience's esthetic sense, favor. Next, the chapter IV from the aesthetic point of view, starting a esthetics analysis to network advertising creativity's esthetic evolution & characteristics. Through a comprehensive interpretation to the network advertising creativity, aesthetic shift from subject-object dichotomy to multi-dimensional interaction, from the space-time limitations to other threshold changes, with a detailed analysis on the complex nature & diversity of aesthetic forms to network advertisement creativity , emotional and other aesthetic features of the aesthetic symbol .Finally, in the above examination of multi-dimensional perspective, this article then make a dialectical analysis in the domain of aesthetics, as under the symbol facing the network advertisement creativity distortion, emotional abuse and other aesthetic dilemmas, and based on synthesis esthetics, the advertising elementary theory request and in the network advertisement creativity present situation , set a corresponding request to the network advertisement creativity, must insist that the true, the good and the beautiful the unification, insisted the innovation, the cultural property, the internationalization strategy. By the end of article,we have analysed how network advertisement creativity to lead the aesthetics, to highlight the aesthetics,to promote the aesthetics, stressing that the network advertisement creativity needs the aesthetic theory to enrich, simultaneously it is also the important carrier of aesthetics.