| 2016 is known as the "VR first year",VR as a new medium in the field of advertising marketing is com mon.CCTV in the 2017 Chicken Spring Festival Evening first try "VR panorama live ";Taobao officially r eleased VR shopping products "Buy +"......from advertising to online shopping platform,from online to of fline,VR Advertisement is sweeping the corner of people's lives.It is found that the research on "VR Advertisement " still exists in the analysis of the case,the prospect,the basic stage of conservative criticism,Lack of depth theoretical tracing and environmental thinking;an d "VR Advertisement " is developed in the communication environment,rooted in the audience to accept,but the VR Advertisement aesthetic research is blank.Therefore,it is necessary to study the phenomenologi cal analysis and theoretical speculation of the aesthetic characteristics of "VR Advertisement ",which will h elp to enrich the research field and view angle of "VR Advertisement ".At the same time,the aesthetic char acteristics of VR Advertisement are the marketing strategy of advertisers development also has realistic refe rence significance.In the view of visual culture,discusses the aesthetic characteristics of VR Advertisement by using the method of text analysis,comparative induction and theoretical verification.The main problems of VR Adve rtisement research are the aesthetic characteristics of VR Advertisement,the motive of VR Advertisement ae sthetic characteristics and the deconstruction of visual culture.This paper explores the aesthetic characteristics of VR Advertisement,and analyzes the aesthetic chara cteristics of VR Advertisement.It shows that the aesthetic object extends horizontally and the aesthetic func tion tends to be multivariate,and the aesthetic standard changes to the stimulating experience.And then fro m the three aspects of media technology,communication theory and audience psychology analyzes the aest hetic of the VR Advertisement,and then analyzes the aesthetic tendency of the aesthetic subject of the VR Advertisement aesthetic subject,the aesthetic object "symbolic digestion",the aesthetic standard "science an d technology presentation".the deconstruction of the visual culture in the three aspects of "symbolic collaps e","audience remodeling" and "immersion communication".VR Advertisement in the past year's development is irresistible,but also exposed a lot of embarrassing short board: VR equipment such as high prices,VR glasses wearing dizziness;VR adult entertainment and other issues,these technical and practical problems are also restricting the development of VR Advertiseme nt.Therefore,as the main body of VR Advertisement aesthetic,advertisers,technology platform,Advertise ment audience should find out the aesthetic characteristics of advertising and its new trends under the premi se of their own development strategy. |
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