“十七年”(1949—1965)时期的广告审美解读——以《人民日报》广告为例  

Aesthetic Interpretation of Advertising in the Seventeen Years After the Founding of New China(1949-1965):Taking the Advertisement of People's Daily as an Example

作　　者：孙会[1] 陈娜辉[1] Sun Hui;Chen Nahui(School of Journalism and Communication,Hebei Normal University,Shijiazhuang 050024,China)

机构地区：[1]河北师范大学新闻传播学院,河北石家庄050024

出　　处：《石家庄铁道大学学报（社会科学版）》2020年第2期100-104,共5页Journal of Shijiazhuang Tiedao University（Social Science Edition）

摘　　要："十七年"(1949—1965)时期的广告审美表现出的特点不仅反映和影响了大众审美的趋向,也对80年代后的广告审美有一定的影响。以这一时期的《人民日报》广告案例为研究文本,分析和梳理广告文本表现出的朴素、直白、实用、实惠及崇高等审美特点,探究其形成原因,对于理解1979年中国广告春天到来后的广告审美风格趋向,有一定的价值意义。During Seventeen Years after the founding of New China(1949—1965),the economy was in a period of recovery and development,and advertising also existed.The characteristics of advertising aesthetics not only reflected and influenced the trend of public aesthetics,but also had certain influence on the advertising aesthetics after the 1980 s.This was an objective reality.Taking the advertising case of the People’s Daily as the research text,the content and characteristics of advertising aesthetics were analyzed,such as simplicity,straightforwardness,practicality,benefits,and sublime.Exploring the reasons for its formation has a certain value to understand the trend of aesthetic style after the arrival of Chinese advertising spring in 1979.

关 键 词：广告审美 十七年 《人民日报》广告 

分 类 号：G219.29[文化科学—新闻学]