基于“多层累突创说”的电视广告审美意识变迁研究

A Research on the Change of Aesthetic Sense TV Ads Based on the Theory of Cumulative Emergence

电视广告审美意识的变迁不仅深受社会审美环境的影响,也与国家的政治、经济、文化盘根交错。改革开放以来,中国电视广告的审美意识经历了一个动态的历史发展过程,而国内既缺少对新时期电视广告审美意识的系统性研究,更鲜有深入的历时性论述。用"多层累突创说"去观照电视广告审美意识的生成与演变,并通过分析具有时代审美特征的电视广告案例,揭示中国电视广告审美意识变迁的动因及其基本特征。研究显示:电视广告创作者与受众是这一动态过程的直接参与者。一方面"美"在30多年的电视广告创作实践中不断凸显,使兜售商品的行为逐渐艺术化;另一方面受众将自己的情趣和意志投射到电视广告中,表现出旺盛的审美需求,自觉地参与了对电视广告审美意识的历史性构建。

The change of aesthetic consciousness of TV commercials is not only influenced by social aesthetic environment, but also connected with the national politics, economy and culture. Since the reform and opening up, Chinese TV advertising aesthetic consciousness experienced a dynamic, historical development. But we are in need of any systematic research in the new era of TV advertising aesthetic consciousness, and short of in-depth diachronic description. This paper aims to outline an overall look of TV advertising by depicting the evolution of its aesthetic sense for the past 30 years, and review the changing development of mass consumer awareness and aesthetic sense by means of case study on most representative TV advertisements with knowledge of Aesthetics, Advertising and so on. The paper finds that the creators and the audience of the TV ads are the direct participants of the dynamic process. On the one hand, ＆quot;beauty＆quot; in the 30 years of television advertising creation practice continues to highlight the selling of goods gradually art; on the other hand, the audience will mix their own taste and will with the TV commercials, showing strong aesthetic demand, and being consciously involved in the history of TV advertising aesthetic consciousness construction.