试论广告的审美无功利性  

The Aesthetic Disinterestedness of Advertisement

作　　者：王圣[1] 

机构地区：[1]兰州商学院,兰州730020

出　　处：《四川教育学院学报》2010年第11期65-68,共4页Journal of Sichuan College of Education

摘　　要：广告以其他作品无法比拟的普遍性和审美性,使其成为消费文化语境下的艺术作品。文章从纯粹审美的无功利性、广告目标的功利性以及广告审美的无功利性几个方面,分析了广告审美无功利性的特点。虽然广告本身具有强烈的功利性,但对广告的审美却也具有纯粹审美的无功利性特点,这可以为广告作为消费文化语境下的艺术作品提供理论依据。With its unexampled universality and aesthetic,advertisement has become the art in the context of the consumerism cul-ture.This article has analyzed the aesthetic disinterestedness of advertisement from the next three aspects： the disinterestedness of the pure aesthetic,the interested aim of advertisement and the aesthetic disinterestedness of advertisement.It will afford theory gist for the adver-tisement＇s being art in the context of the consumerism culture if you can improve the aesthetic disinterestedness of advertisement despite of it＇s interestedness.

关 键 词：广告 审美 无功利性 功利性 

分 类 号：B834.4[哲学宗教—美学]