广告审美文化的审美嬗变与美学走向

The Aesthetic Changes and Direction of Ad Aesthetic Culture in the Consumer Age

在消费时代,广告设计者以美学为外衣,按照美的规律进行审美创造。受众进行审美接受的活动时,广告便进入了审美文化视野。在消费文化影响下的广告审美文化已经泛滥成灾,人们的审美创造和审美体验受消费文化的影响不断异化和嬗变。本文在分析广告审美文化嬗变的几个突出问题基础之上,进一步探广告审美文化的美学走向。

In the consumer age, advertising designers took aesthetics as a coat, in accordance with the law of aesthetic creation. Advertising will enter the aesthetic and cultural perspective when audience can accept aesthetic activities. Under the influence of consumer culture, advertising aesthetic culture has flooded people＇s aesthetic creation and aesthetic experience by the growing influence of consumer culture and the evolution of alienation. This paper analyzes the evolution of advertising aesthetic culture based on several outstanding issues, further explore the aesthetic direction of aesthetic culture.