试论电视广告的审美教育功能  

The function of TV advertisement in aesthetic education

作　　者：王伟[1] 

机构地区：[1]山东艺术学院艺术文化系,山东济南250014

出　　处：《宁波广播电视大学学报》2006年第2期87-90,共4页Journal of Ningbo Radio & TV University

摘　　要：我国的学校审美教育往往以绘画、音乐等传统艺术形式为主要途径。实际上,在大众传媒及信息技术飞速发展的今天,不必说各类所谓“通俗”艺术的审美合法性地位不容抹煞,即使有着鲜明商业目的的电视广告也因借用诗歌、绘画、音乐、戏剧等艺术的“外衣”而具有了自身的审美功能与价值。学校审美教育应当将包括电视广告在内的有一定审美价值的“通俗”艺术引入到美育课堂上,从而将审美与生活真正联系起来。Aesthetie education in our country depends on traditional arts such as painting and music. TV fact, the rapid development of mass media and information technology makes all kinds of ＂popular＂ arts including TV advertisement acquire aesthetic legitimacy. TV advertisements make use of traditional artistic elements from poem, painting, music and drama to add their aesthetic value. Our aesthetic education should introduce popular arts including TV advertisement into classroom so as to combine aesthetic experience with our living.

关 键 词：电视广告 审美教育 审美 

分 类 号：F713.8[经济管理—广告]