生态视野下的商业广告设计

Commercial Advertisement Design in the Ecological Field of Vision

从生态学的角度审视现代商业广告设计,是一种超越人类自身狭隘利益的价值思考,是可持续设计观的关键所在。生态商业广告设计必须是功利、审美和伦理的和谐统一,是广告设计商业性、社会性和文化性的多维度体现,只有几个维度之间的关系调整到最适合人的生存状态和可持续发展时,商业广告设计才可能是生态文明的。

To look carefully at modem commercial advertisement design from the angles of ecology is considera- tion of the value surmounting human narrow self-interests and is the crux of the view of sustainable design. Ecologi- cal commercial advertisement design must be harmonious unification of the realm each of convenience, aesthetics and ethics ; and must be multi-dimensional embodiment of commerce, society and culture. Only when the relation- ship between dimensions is adjusted to most suitable state for human being, and to sustainable development, adver- tisement design can be ecologically civilized.