审美泛化背景下商业广告的审美表达嬗变研究  

On the Aesthetic Expression Evolution of Commercial Advertisements under the Background of Aesthetic Generalization

作　　者：付凌云[1] 

机构地区：[1]江西服装学院,江西南昌330201

出　　处：《吉林艺术学院学报》2015年第2期34-37,共4页Journal of Jilin University of Arts

摘　　要："审美泛化"是进入新世纪以来美学领域的重要趋势,广告作为与大众生活最为接近的艺术形式以及广告功利性本质造成的社会审美趋同,必然会受到"审美泛化"的深刻影响,并在审美表达上进行一系列嬗变。研究认为在审美泛化背景下,广告审美表达日益呈现出从稀缺美到竞争美、从形式美到艺术美、从功利性到真善美统一的嬗变,并对广告设计创作产生长期而深远的影响。＂Aesthetic Generalization＂ is an important aesthetic trend in the new century. Advertising as the closest art form of public life, with its social aesthetic convergence caused by the utilitarian nature, must be deeply influenced by ＂Aesthetic Generalization＂, and undergoes a series of aesthetic expression changes. The writer believes that advertising aesthetic expression changes from the beauty of scarcity to competition, from the beauty of form to art, from utilitarian to the unity of truth, goodness and beauty, with a long-term and profound influence on advertising design.

关 键 词：审美泛化 商业广告 审美表达 

分 类 号：J523[艺术—艺术设计]