摘要
广告意境,就是广告人主观的“内情”和客观的“外景”的结合。由于广告具有直观可视性和社会功利性,所以广告追求的意境美是瞬间的顿悟的美感,它要求人们在进行广告创作时,注重意境的创造。
Advertising artistic conception is the combination of advertiser's subjective 'inside information' an objective 'exteriors'.Because the advertisement has ocular visuality and social utility,the artistic conception pursued in advertisement is beautiful is the aesthetic feeling of short insight,it requires people to note the creation of the artistic conception while designing advertisement.
出处
《商业研究》
北大核心
2005年第14期207-209,共3页
Commercial Research
关键词
广告
美学
意境
advertisement
aesthetics
artistic conception
