广告的美学特征与美学效应

Aesthetic Characteristics and Effects of Advertisements

广告作为一门艺术,具有自己的美学特征。在当今"酒香也怕巷子深"的时代,广告对商业销售、社会经济、文化事业起着举足轻重的作用。一则成功的广告,能唤醒人们对美好生活的向往,激发消费者的购买欲。这种"广告效应"很大程度上取决于广告中艺术载体的美学特征所产生的"美学效应"。本文试从中国古典美学、实用美学与情感的角度,结合广告实例,探讨广告的美学特征(意境美、简单朴素美、情感美)及由此产生的美学效应。

Advertisement is an art, which has its own aesthetic characteristics. Advertisements play a very important role in business marketing, social economy and cultural undertakings in recent times, when ＂good wine may not sell well if deep in an outlying lane＂. A successful advertisement can amuse people＇s dreams of a good life and stimulate the purchasing desires Of consumers. Such ＂ad effect＂ is caused, to a great extent, by the aesthetic characteristics of the artistic carrier in the advertisement. This paper aims to explore the aesthetic characteristics （imaginary beauty, simple beauty and emotional beauty） and effects from the aspects of Chinese ancient aesthetics, practical aesthetics and emotion on the basis of the examples of advertisements.