论广告意境的审美特性及创设策略  

On the Aesthetic Characteristic and the Creating Strategy of Literary Mood of Advertisement

作　　者：相喜伟[1] 张思佳[1] 

机构地区：[1]河北大学新闻传播学院,河北保定071002

出　　处：《保定学院学报》2009年第1期105-107,共3页Journal of Baoding University

摘　　要：意境是中国美学思想的一个重要范畴,也是中华民族审美理念的集中体现。无论诗词曲赋,还是绘画书法,均十分重视意境的创设,广告亦不例外。在界定广告意境的概念、分析广告意境的审美特性的基础上,提出广告意境的创设策略。Literary mood, which epitomizes the aesthetic philosophy of Chinese nation, is a significant category in Chinese aesthetic. People attach great importance to the creating of literary mood in not only poetry and ode, but also painting and calligraphy. And advertisement makes no exception.First of all, this thesis defines the concept of literary mood of advertisement. Then it analyses the aesthetic characteristic of advertisement. Finally, it puts forward some creating strategies of literary mood of advertisement.

关 键 词：广告意境 审美特性 创设策略 

分 类 号：G206[文化科学—传播学]