| The advertisement is one of symbols of the culture and aesthetics which are created in the human civilization and the society developing process. In some kind of significance, the advertisement is a product of the technology, specially the visual technology. In the times of high technicalization, the advertisement has stepped onto the visual route with the aid of the modern technology and media. Making and disseminating the pictures possessing high visual impact is the basic present way and expressive system of the advertisement. The purpose of the article is to study the advertisement's aesthetic vector in the technicalization context from the angle of view of the technical visual presentation. It is divided into the following three main parts:The first part: the phenomenon carding: the advertisement is the technical visual presentation. It is made of two aspects, the visual trend and the technical camp that the advertisement is. It indicates two representation characters of the advertisement ,the visual surface of features and high technical-holder.The second part: internal analysis: aesthetic thinks on the advertisement in the technicalization context. It studies the aesthetic characters of the advertisement from the facet of the aesthetics and essence. The technology controls the living and development of the advertisement, and becomes its noumenon existence with a kind of strong manipulation power. The advertisement is separated from the reality and becomes the simulacrum. The criterion of the ontology on film and televition is dispelled thoroughly by the modern visual technology. The advertisement presents particular aesthetic paradigm because of the overall intervene of the technology, it dispels the classical value of the traditional art, becomes the game that the technology collages the reality.The third part: external analysis: the advertisement's evolution under the influence of the technology. Remarkbale changes of the advertisement happen under the comprehensive and profound influence of the technology. High advanced technology and communication media make the advertisement become the new public sephere, the real mirage and Utopia of the life. The manipulation of the technology makes the adveryisement form particular ideas of space and time. Using perfect images resorts to persons'sense organ enjoyment and desire satisfaction becomes the advertisement's demand. The advertisement becomes a kind of false ceremony possessing extreme performance characteristic of the daily life.Above the content of the article indicates the advertisement's aesthetic features from different angles of view. In a word, the advertisement aesthetic vector may be summed up as coming under a category on philosophy facet, which is that the technology power and humanities spirit, the desire satisfaction and ultimate concern, the material demand and spiritual promotion should be in a kind of perfect and harmonious state. |
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