| Advertisement is a kind of comprehensive practical art. It is not only a kind of economic phenomenon, but also a kind of aesthetic cultural phenomenon with particular attract ion. And it has comparatively independent aesthetic value. The art of advertisement has obvious business characteristic, particular image characteristic and great inclusiveness characteristic. In essence.it is different from the pure art in such aspects as value point,aesthetic experiment,performanceform, creative feature, accepting way of customers and so on. The aesthetic value of advertisement, in a broad sense, the beauty of advertisement, is the neutralpractical beauty between artistic beauty and technical beauty and also is the great unity of content and form. The aesthetic value mainly shows in the following aspects: true content, new creativity, beautiful ideal situation, wise humor, and perfect form. The creativity and popular acceptance of the advertisement beauty appear and have the effect in the format of format. Therefore, advertisement is the important part of aesthetic culture. The aesthetic culture of advertisement has the characteristic of competition, nation, and permeation. The impact of traditional culture on the aesthetic culture of advertisement mainly reveals in value concepts, folk customs, moral virtues, thinking ways, aesthetic ideas and so on. The essence of improving the aesthetic value of advertisement lies in the building of aesthetic feelings, which can meet the feeling demands of customers and stimulate the motive of consumption; which can build the beautiful ideal situation and make customers imagine; which can associate the goods nature and human nature and change the commercialization to humanization. The aesthetic feelings that advertisement conveys include human nature, human care, ambiguous nostalgic complex, family warmth, love, friendship, and homesickness and so on. |
PDF Full Text Request