The Study Of Ugliness Appreciation In Commercial Advertisements

Since the beginning of advertisement, the connection between advertising and aesthetics has been improved greatly with the rapid development of advertising business and study. Speaking of advertisement, it will always be involved with aesthetics, and it seems only when connected with aesthetics, the advertisement can get rid of the rigid image of being “only a tool of communication and publicity”, making people resonate as well as enjoy it. The advertising aesthetics has been a part of advertisement study since the very beginning and developed with it all along, thus the ugliness study of advertising has been left ignored. However, in recent years, a variety of “ugly” advertisements reached into people’s life and the study of them has become a new serious topic in academic world.In academic area, ugliness is an important aesthetic definition, and has its own multi-angled extensive aesthetic significance. However, the relationship between beauty and ugliness, beauty appreciation and ugliness appreciation, ugliness appreciation and ugliness have always received divergent theories. As being a new study theme, ugliness appreciation advertisements is becoming a fresh advertising expression pattern. This essay is going to comprehend ugliness in more extensive ways and its inter-conversion with beauty focusing on the angle of aesthetics and art, as well as distinguish aesthetic ugliness from the natural and social ugliness. The ultimate purpose of understanding ugliness is to affirm, enrich, and expand beauty from the opposite aspect, not to brag or cater to ugliness.This is also the fundamental difference between ugliness appreciation advertisements and ugly advertisements. Some people misbelieve that ugliness appreciation advertisements equal to ugly advertisements which is a huge misunderstanding. Ugly advertisements are those which violate social morality, overthrow traditional values, disseminate negative energy, cater to vulgar interests, even include deceptive information. However, ugliness appreciation advertisements only use discordant, irrational, conflicting and unconventional elements as its expression patterns, while its true purpose is beauty.Under the current modern consumption market and cultural background,the real value logic reasons for ugliness appreciation advertisements presented on the stage of marketing are the center of academic study. Both its theoretical values and practical significance are instructing the relationship among product producers, advertising business and consumers, as well as the trend of social culture development.The advertising culture recognizes the existence of ugliness appreciation and its positive significance, while attaching more importance to its real effect and economic benefit. Then the comparative differences study between beauty appreciation and ugliness appreciation has become the paramount part of advertisement creation.Thus, this essay is going to do a thorough research and analyses on ugliness appreciation advertisements, elucidate its formation as well as the background and significance of communication, and explore its influences and values to the whole consuming market, advertising business and social culture so as to perfect its functions and complete relative area revolution. This research will be a comprehensive study on aesthetics and advertisements. Also, it will possess positive instructing significance towards the improvement of ugliness appreciation advertisements.