Aesthetics Research Of Chinese TV Public Service Advertisement Under Consumer Society

Consumerism has dissolved the traditional China's consumption patterns and social structure,so that there emerged a noticeable transformation in the collective mass culture aesthetics and in accordance with the current consumption culture,a new set of aesthetic models was established.under such a background,TV public service advertising as a specific form of art under the macro-culture shall be given full play with its advantages to guide the community towards an upward development.Attempting and analyzing the historical context of TV public service advertisements and the change of Chinese social background under the consumer society,this paper is to strike the balance between the two and to combine TV public service advertisements and aesthetics,integrating traditional aesthetic thoughts with modern art,so as to figure out some effective recommendations to the TV public service advertising under the impact of the consumer culture.The paper is divided into three parts.Part I: Analysis of the aesthetic evolution of Chinese TV public service advertisements.This part has prescribed the development stages for Chinese TV public service advertising based on the timeline from the historical point of view,summarizing the Aesthetic Course of TV Public Service Advertisement in China,including the straightforward slogan stage,the mainstream aesthetic guidance stage and the individual aesthetic divergence stage.In addition,from the aspects of the content and art form,it explores the current China's TV public service advertising aesthetic characteristics.Part II: Analysis on the Current Situation of China's TV Public Service Advertisements under the Background of Consumer Society.This part analyzes the impact of consumerism on our social environment,people's lifestyles and TV public service advertisements.In the face of the impact of consumer society,the plight of China's TV public service ads is showing its own weaknesses,including serious homogenization,over-idealization,low audience participation,etc.Only when the current situation of China's TV public service advertising is fully understood can we find the right path of development.Part III: Development Thinking on China's TV public service advertisements.In the face of the challenges brought by the consumer society,in order to five the functionality of China's TV public service advertising its full play the function as a public discourse to help establish the correct values,it is necessary to break the limitations of the environment and society: not only should we learn foreign TV public service advertising production methods and modes of operation,but also we must avail the industry of the essence from the traditional Chinese aesthetic thinking to deepen the ideological connotation of China's public service advertisements.The final conclusion part assumes an optimistic attitude towards the vitality of China's TV public service advertising in its future development.From the perspective of the trend of social aesthetic change and the development of science and technology,TV public service advertising is an indispensable part of social development.As long as it conforms to the law of social aesthetic change and is supported by science and technology,it is believed that the current difficulties for China's TV public service advertising can be overcome and a better development can be achieved in the future.