The Advertising Aesthetic Implication In The Mass Culture Sight

Modern society of thriving popular culture, not only promotes the innovation and development of the advertising industry and related industries, such as television commercials, public-service advertising, television advertising, online media advertising, but other advertising such as outdoor signs, light-box advertising and other forms of advertising with Chinese characteristics is being constantly developed and utilized. Fundamentally speaking, advertising is a tool and a means of communication, the information it disseminates exists on social culture, and this determines the dependence of advertising. Therefore, rose in contemporary urban culture, loved by the people, popular culture, which uses global-scale modern communication as media, is an important carrier for modern advertising. In the real development of advertising, it always seeks the high point of beauty and art, meets with beauty and art everywhere, find a spring in the temple of beauty and art, and challenges traditional aesthetics simultaneously. The new aesthetic features of modern advertising is unmatched by other forms of non-modern art, the new aesthetic features make modern advertising and beauty closely linked and inseparable.In this paper, we use popular culture in the context of modern information age as a perspective, and complex, colorful advertising aesthetic phenomenon as the objects of analysis and interpretation. This paper investigates the aesthetic of modern advertising, explores modern advertising comprehensively and systematically, on aspects of aesthetic characteristics(including type, style, features, etc.), aesthetic activity, aesthetic value, etc. of modern advertising. Advertising as an aesthetic phenomenon, is an integral part of human aesthetic phenomena. Learning and summarizing advertising aesthetic rules, analyzing how the rules play a role in advertising, and using these aesthetic rules consciously, are the purposes of this paper. Advertising aesthetic from a perspective of mass culture is a new field of study and it is vague on the interpretation and definition of concepts, which virtually strengthens the difficulty of advertising aesthetic research. Regardless, the development of mass culture, will lead the modern advertising into a new era of aesthetic experience, and show the charm of advertising in the process of urbanization. Modern advertising has become China’s rapid economic development accelerator, on the whole, China’s advertising industry is now in its golden age, but is still lagging behind compared with developed countries. In order to achieve higher performance and to adapt to the Chinese community economic, political and cultural development requirements, we must accelerate the development. Meanwhile, with the progress of time, social concepts and mass culture, modern advertising must put more emphasis on social responsibility, the concepts of the public and cultural connotations, etc. Only with such functions, modern advertising can create more socially-influential cultural values and show "gluttonous night" carnival scene.