民俗文化广告的审美价值  

On the Aesthetic Value of the Advertisement of Folk Custom and Culture

作　　者：张冀[1] 

机构地区：[1]吉首大学文学与新闻传播学院,湖南吉首416000

出　　处：《吉首大学学报（社会科学版）》2009年第4期154-156,共3页Journal of Jishou University(Social Sciences)

基　　金：湖南省社会科学基金项目(07YBA030)

摘　　要：民俗文化广告是一种综合性的实用艺术,也是一种独具魅力的审美文化现象,具有相对独立的审美价值。民俗文化广告通过民俗文化与广告传播的有机结合,以新颖的创意、优美的意境和富有冲击力的表现手法,在满足受众审美需要的同时,利用民俗文化拉近受众与商品之间的距离,从而达到更好的广告效果。The advertisement of folk custom and culture is a practical and comprehensive art,and is also a cultural phenomenon of unique aesthetic value. Connecting folk custom and culture with advertisement, and often represented in an original, artistic, and appealing way, it shortens the distance between customers and commodities and reaches better effect.

关 键 词：民俗文化广告 审美价值 

分 类 号：J206.3[艺术—美术]