Advertising Art Aesthetic Interpretation

Advertising art, which comes into the world with the era developing, is a new topic attracting everybody抯 notice. It has developed so swift and violent that it has become the most dazzling artistic scene. As a result, theoretical research unavoidably becomes a historic task for literature subject. This dissertation, integrating tightly in our life advertising phenomena, researches the new theoretical subject dialectically and in depth from the point of view of aesthetics. This dissertation is divided into five parts.The first part discusses what advertising art is. There does not exist a unitary definition to this concept at the present time so far. In this article, advertising art is defined as expressive art for sales promotion and practical art which has explicit purpose and brings into play creativity under the confined condition. In this problem is discussed form three aspects. First, why we can say advertisement is a kind of art. With the social development, art not only exists as psychic product but also infiltrates into artistic organically, practical art, which has both practical function and aesthetic function, has become a sort of art. Art as an open concept revises ambit continually and takes on new member. Secondly, the history and source of modern advertising and modern art. Modern advertisement, whose modern quality-4-and force in particular is not detached from concentratively, reflect the stylistic change and art nouveau movement and symbolism art exert great influences on advertising. Thirdly, advertising requires art. The nature of advertising only expressing its appeal to customers in such a way as appealing, letting them know and persuading them into buying goods, which has some common points to artistic inflecting way determines its demand for art. So advertising art is reflection that satisfies people抯 demand of holding realistic demand aesthetically.The second part discusses aesthetic character of advertising art. This part falls into four sections. First, unification of utilitarian and aesthetics. Though advertising art is in possession of aesthetics, it is a sort of commercialized artistic form and its aesthetics serves for utilitarian, which is of significance to aesthetics. Secondly, unification of factuality and artistic postulation. 揊actuality is the life of advertisement.?An item of advertisement represents nothing more than a given commodity. It is essential attribute of advertising art to demonstrate adequately actual existential beauty. Advertising art as well is in possession of presumable character, which is a kind of artistic means that has functional significance. Its presumption is in premise of absolute truthfulness of advertising content and serves for authenticity. Thirdly, unification of technicality and multiple artistic components. At present, much high technological means are widely used in the realm of production and transmission of advertising art. It has become a kind of multi-dimension new art integrating painting, music, writing and photography etc. Finally, simple content and vivid form. Because the length of advertising art is short, content rnythos must be simple andexplicit so as to get attention of the audience, while the expressive form-5-should be vivid and concise.The third part discusses aesthetic significance of advertising art. It is expressed in two aspects. First, identity of aesthetics and life. The development of artistic art effectively expresses the trend of identity of aesthetics and living. It participates in and constitutes realistic living, which is different form extramundane realm of conventionalist. Secondly, development and conversion of aesthetic connotation. (1) Because new technology is widely applied to creation and transmission of advertising art, got-up component of advertising art goes beyond creative component and manufacture overtops creation. Under the background of cultural industry, artistic image of advertisement also becomes the similar phantom, which is replicated and...