中国当代广告中的辩证审美关系

Dialectic Aesthetic Relation of Advertisement in Modern China

中国古代的哲学思想和美学思想是当代广告创作的重要源泉,正与奇、简与繁、雅与俗、直与曲等辩正审美关系在广告中有着突出的表现。正,即要求广告合乎人们习惯的思维方式,奇,则要做到广告出人意料,出奇制胜;广告既要简单、明了,又要繁复、详尽,同时,还应该在通俗与唯美之间,委婉、含蓄与直白、明了之间寻找最佳的平衡与和谐,以符合消费者的审美心里,达到广告信息的有效传递。

One of the important resources of advertisement design comes from Chinese ancient thoughts in philosophy and aesthetics whose dialectic aesthetic relationships are indicated in advertisements——the normal and the astonishing, the simple and the complex, the refined and the vulgar, the frank and the obscure: the normal, conforming with people’s thinking; the astonishing, exceeding all expectations. In addition, advertisements should keep a best balance between the simple and the complicated, the popular and the refined, the obscure and the frank so as to reach its effective transmission of product information in accordance with consumer’s aesthetics.