Degradation And Beyond

Advertising has been around for hundreds of years, until now advertising not only remained, and has become an important part of life.As a famous ad man said, the air we breathing is nitrogen, oxygen, and the composition of advertising. But with the commercial nature of advertising it was on the edge of theoretical circles. But there is no doubt that advertising not only affects our view of consumption, but also influence our thinking, culture, ideas, aesthetics and so on. This article simply cast aside the praise and the devaluation of the ads, but from the humanistic position, from the aesthetic point of view, tapping the aesthetic features to advertising.Chapter I, consumer advertising and cultural Perspective, in this chapter, briefly introduced the development of contextual advertising, from the perspective of consumerism, the relationship between advertising culture and consumerism, while from the perspective of semiotics, the meaning of means the representation-Advertising cultural practice as a means of consumerism, this deep relationship, points out the essence of the advertising culture of consumption.Chapter II, degradation - advertising culture of anti- aesthetic view. In this chapter, from two points to find the anti- aesthetic of advertising culture. First of all, from the perspective of the modern aesthetic criticism to express advertising culture departure from aesthetic, because of some extent, advertising culture and mass culture are closely related, making the aesthetic of modern advertising culture of criticism and anti-science side is connected with together. In addition, standing on the position of the classic aesthetic, reveal the aesthetic digestion from the four aspects of the advertising culture with the microscopic analysis.Chapterâ…¢, beyond - the aesthetic characteristics of advertising culture. This chapter, the perspective from the text and the aesthetic characteristics of micro-two aspects of advertising culture to Investigate the possibility of aesthetic transcendence. First of all, advertising and cultural development today is no longer a pure selling, it has penetrated into the mainstream of society, the text of a structure, the interaction between the text so that we have to raise the theoretical level of advertising culture. In addition, this article from the aesthetic effect of advertising culture, and from four aspects to the analysis of advertising culture, the real possibility of aesthetic transcendence.Chapterâ…£, harmony-the pursuit of advertising aesthetic culture. Advertising can not overcome the side of anti-A aesthetic, and can not be overlooked aspect of transcendence, then the aesthetic culture of the future direction of advertising, it is particularly urgent, but this time, the theory of harmony aesthetic culture from Mr. Zhou Laixiang is also invisible in for the ad. this is the aesthetic harmony of the advertising culture, in this chapter, from the four aspects of the advertising culture to Investigate how to get harmonious aesthetic.Over the years, the aesthetic culture of advertising has been in an awkward position, ad beautify our daily lives, so that our daily consumption of products with the aesthetics of the content, But there is no doubt advertising depart from a lot of aesthetic theories, and take the subversion of the many aesthetic values. Therefore, not only to recognize anti-American aspect of advertising culture. But also know the characteristics of advertising aesthetic and cultural.More importantly, advertising aesthetic culture should be guided towards a healthy and Harmony Road.