“丑陋”的广告——商品广告创意中“丑”的“美学意义”探析

“Ugly”Advertising——Commercial advertising“aesthetic significance”analysis

广告丑主要体现为内容上的丑恶和丑谬,广告丑是现实生活中恶和伪在广告中的延伸。丑广告因形式上经过特殊组织,可能具有一定的美学价值。丑广告审美价值的实现是有条件的。在消费社会,丑可能失去批判和反思现实功能,沦落为自在的丑。因此丑广告需要悲或喜来引导。

Advertising ugly is mainly reflected in the content on the evil and false. Advertising ugly is an extension of the real life evil and false advertising. Ugly ad in form special organizations may have a certain aesthetic value. Aesthetic value of the ugly advertising is conditional. In a consumer society, the ugly may lose the function of criticism and reflection reality, be reduced to ease the ugly. Ugly advertising the spirit of tragedy or comedy to boot.