The Regional Aesthetic Consciousness In The Advertising Creative In Bashu Area As An Example

This paper takes the advertising creative in aesthetic consciousness inBashu area as an example, to explore the characteristics of the regional aestheticconsciousness in advertising creative, based on the comparison and the discussion withthe Chinese and western aesthetic theories. By researching the different methods inBashu advertising creatives and non-Bashu creatives to creative the same product orbrand, and combining product and brand advertising in bashu area, it analyses andconcludes the regional aesthetic consciousness of the advertisers of originality in Bashuarea. In term of the regional aesthetic consciousness of the advertisers of originality inBashu area, One is pursuing the combining of “beyond” and “internalization”,especially “Shenyun” which is a sigtificant form of freedom and nature. The other oneis a kind of aesthetic tendency within “solidification” and “melting”.The regional aesthetic consciousness in Bashu advertising creatives not only showsin the views mentioned above, but illustrates the features of advertising aestheticscharacteristics. In this paper, it takes the Bashu area as an example, based on researchand cases, and then concludes that: in the creative of the advertisers of originality inBushu area, they usually show "copycat" aesthetic psychological activities in terms ofthe regional aesthetic consciousness. Compared with "empathy" and "materialized"thought, the "copycat" aesthetic psychological activities both have differentapproaches but equally satisfactory results and have a style of their own significance.The conflict of advertising aesthetics and classical aesthetics is mainly reflected in theconflict of aesthetic consciousness of advertisers of originality and aestheticconsciousness of the audience in advertising creativity. It is supposed that geographicalaesthetic consciousness in advertisement creativity is a key to solve this conflict. Andthe aestheticization of everyday life provides the possibility for the legalization of advertising aesthetics. The interaction between the advertisers of originality and theaudience in advertising creativity in regional aesthetic consciousness participates inconstruction of aesthetic psychology of the advertisers of originality and the audience inadvertising creativity, which constitutes an important part of the transformation ofmodern aesthetics.Lastly, the paper suggests for the consctruction of regional aesthetic psychologyand the further developments of advertising aesthetics.