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The Philosophy for the Existence Rationality of Advertising Aesthetics

Author: ZouShaoLing
Tutor: XuHong；YangJiaYou
School: Wuhan Textile University
Course: Aesthetics
Keywords: Advertising aesthetics desire technology wisdom regularity purposiveness reasonable existence
CLC: F713.8
Type: Master's thesis
Year: 2010
Downloads: 106
Quote: 0
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Abstract


Advertising aesthetics is the cross-discipline of advertising and aesthetics, which campaigns in the aesthetic phenomena and aesthetic rules in this study. The main tasks of advertising aesthetics is that grasp the aesthetic phenomenon of advertising to reveal the aesthetic law of advertising, and guide the practice of advertising. There are many issues in the contemporary advertising, so, need to rethink the nature of advertising. The advertising desire is hugely magnified now, resulting in advertising deeply bored by people, and modern advertising technology to become a tool to meet the advertising desire, which almost cover the advertising’s human wisdom. The highlight issues of advertising need the help of the theory and power of aesthetics. However, whether aesthetics can resolve the issues or not, and how to solve these issues, need to be pressed on the thinking of the aesthetics nature, this is the logical premise of reasonable existence for advertising aesthetics. Because aesthetics is to study the joint law and purpose of the forms of discipline, the aesthetics consists of much regularity (the principle of truth or truth) and harmony of purpose (good or justice principles) of the content and purpose of this content without appearing form of purposiveness. The nature of aesthetics determines the rationality and reasonableness standards of advertising aesthetics. If the advertising aesthetics is the desire of good principle of advertising, with true principles of advertising technology, with the aesthetics in the form of highlights and display ads that are hosted by a better quality of life of human wisdom, then the advertising aesthetics is like the existence of its reasonable value. On the contrary, the presence of advertising and the advertising aesthetics are worthless or ever counter-value.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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