广告景观的审美期待

Aesthetic expectations of advertisement spectacle

后现代社会的形成意味着批量化、标准化、统一化的消费时代已宣告结束，个性化、分众化、多样化的消费时代已然到来，整个社会对商品的审美层次已由标准划一向个性多元转变。与此同时，整个社会也对作为审美对象的广告景观提出了新的审美期待，具体来说，广告景观应能充分展现展示物之美、先进的科学技术之美、景观背后蕴含的人文之美、景观自身之美和广告景观诸要素的和谐之美。

The formation of post-modern society means that the consumer age of massification, standardization and harmonization has come to an end. The era of individualization, diversification and diversification has come. The aesthetic level of consumers has changed from standard planning to personality diversification .At the same time, the whole society also put forward new aesthetic expectations on advertisement spectacle as an aesthetic target. Specifically, advertisement spectacle should fully demonstrate the beauty of exhibits, the beauty of advanced science and technology, the beauty of humanity behind advertisement spectacle, the beauty of advertisement spectacle itself and harmony of elements consisting advertisement spectacle.