论作为审美对象的电视广告艺术

On the Art of TV Advertising as Aesthetic Object

电视和广告的结盟可称是２０世纪最具创造性、最富历史意义的文化现象之一。电视广告具有实用和审美双重属性，内容美是电视广告魅力的核心。电视广告形式构成诸要素按一定法则组合而体现出来的审美特征，能在激发审美愉悦感中激起消费者的欲望。

One of the most endive and significant cultural phenomena in the 20th century is the alliance between TV and advertising. TV advertising has the duality of being practical and aesthetic. It persuades by the pleasant art form and the delivery of the sense of beauty. The beauty of content is the focus of the charm of TV advertising. With a healthy theme and brilliant creativity (or appeal), the value of the product being advertised may easily be recognized by consumers. The aesthetic features(i .e. the wonderful and moving structure and the creative visual scheme) represented according to certain rules by the various formal constitutive factors (shape, color, lines, language, actions, etc. ) of TV advertising can arouse the urge of consumers through the pleasant aesthetic feelings. As the carrier of 'image culture', TV advertising has become a world full of beauty in the the 20th century.