Aesthetic Reflection On Advertising Copy

In the era of consumption,aesthetics and consumption have complex relationships.With the abundance of material life,people's spiritual needs become more prominent,people's aesthetic taste and aesthetic level are improved,and consumption has,to some extent,turned to a symbolic consumption of cultural and aesthetic significance.The development of the aestheticization of daily life has brought the aesthetics closer to the real life of the masses.The materiality and utilitarianity of the aesthetic activities have become increasingly prominent and become a part of planned and premeditated production process.Modern advertising pays more and more attention to excellent production,attractive performance and beauty,and strives to meet the aesthetic tastes of the audience.In this context,on the one hand,the aesthetics and aesthetic value of advertising copywriting are noticed.The aesthetic view of advertising copying disguises the relationship between human and person being constantly materialized and alienated,and enriches the value of material products with aesthetic connotation.From the point of view of aesthetic practice,affirming the material needs of consumers and acknowledging the rationality of consumption,at the same time,the generalization of aesthetics in the era of consumption has spawned people's greater consumer demands and desires,and encouraged consumers to obtainaesthetic pleasure through consumption.On the other hand,the content and meaning advocated in the advertising copy imperceptibly influence people's life concepts and aesthetic orientation.The makers of advertising copywriters are also the shapers of aesthetic standards and styles,and they produce through the manipulation of advertising symbols and their symbolic meaning.Develop an ideal lifestyle to cultivate consumer tastes and style.From the aesthetic point of view,this article uses the theory and research methods of advertising,aesthetics,sociology,psychology,and other related majors.Through the advertisements in 2000-2015 "China Advertising Works Yearbook" and other advertising classics at home and abroad as a case,the aesthetic construction of advertising copywriting is studied.The full text is divided into four parts.The first part is the aesthetic direction of advertisement writing in the era of consumption.The first is the concept,constituent elements and characteristics of advertising copy.Second,it explains the aesthetics of daily life,namely,the aesthetic generalization background,including the boundaries between art and life.Ambiguity and the secularization of aesthetic ideas and the art of life.Furthermore,it is the aesthetic characteristics of advertising copywriting in the era of consumption,including the symbolic nature of the symbol of the consumer era and its self-referentiality and the conspiracy of consumption and aesthetics;The second part summarizes and summarizes the construction of the aestheticimplication of advertising copy,which is specifically summarized as the penetration of cultural consciousness,the highlight of emotional appeal,the choice of imagery,the creation of artistic conception,and the leading part of consumer fashion;the third part is advertising.The aesthetic form of copywriting is analyzed from the perspective of the adaptability of different media carriers,the sentence patterns and rhetoric of advertisement language,the diversified genre of advertising copywriting,and the diversification of aesthetic styles;the fourth part reflects on and reflects the aesthetic expression of advertising copywriting.It points out the unreasonable concept of consumption,homogeneity,and aestheticism in the aesthetic expression of advertisements in the era of consumption,and looks forward to aesthetic expectations from the aspects of harmony,authenticity,creativity,figurativeness,and humane care.