新时代公益广告艺术图像消费论析

Analysis of the Artistic Image Consumption of Public Service Advertising in the New Era

公益广告艺术图像消费潜移默化地影响着大众心理,牵引大众社会意识方向,强化意识形态,是社会文化建设的视觉先导。新时代公益广告艺术图像消费是一个不断扬弃的过程,发挥着传统媒介与网络媒体在培育、实践和建立社会价值观等方面的重要作用,为新时代和谐社会文化场域的建构提供有效的视觉宣传。同时,兼具对大众个体文化素养的“惯习”与“品位”修正的功能。

The art image consumption of public service advertising unconsciously affects the psychology of the public.It leads the direction of mass social consciousness,strengthens ideology,and is the visual guide of social and cultural construction.The art image consumption of public service advertising is a process of developing and discarding in the new era.It plays an important role in cultivating,practicing and establishing social values between traditional media and network media.It provides effective visual publicity for the construction of the harmonious society cultural field in the new era.At the same time,it serves the function of correcting“habit”and“taste”of the mass individual cultural literacy.