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Explore the aesthetic of China's reform and opening up 30 years of public service ads

Author: WangYou
Tutor: YuLiXin
School: Southwestern University
Course: Aesthetics
Keywords: Public service advertising Aesthetic Reform and opening up Aesthetic Education
CLC: F713.8
Type: Master's thesis
Year: 2011
Downloads: 162
Quote: 0
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Abstract


The public service advertising in our country has been found in various scenes of our social life with different forms since the founding of our country. Before the first TV advertisement forming, that is the era which was applying the planned economy, most common kinds of commercial advertising and promotional posters, in my opinion they already had the characteristics of public advertisement. In the paper, the author also discusses it into categories.(see chapter one) in detailThe reason why using both the timeline of the vertical and horizontal space from the two clues to trace the development of public service advertising since the establishment of state is as following. The reason is the aesthetic factor PSA and its current orientation of the social environment and age are inextricably linked. In the first chapter, the authors come mainly from the duration of public service advertising on the source analysis and combined with reform and opening period of the previous planned economy when the domestic social and political factor, the aesthetic ideas of change and reform and opening up to the time of 1987 watershed, the last two decades of the last century as a public service advertising to determine the formal stage of embryonic development. According to data collected in the course of the sum obtained in the public service advertising on the development of their aesthetic in the twentieth century before and 90 single weak, especially in the planned economy era. Come on, it is a political propaganda tool. Reform and opening up as a turning point in China’s economic development, development of the domestic public service into a new stage, the true meaning of public service advertising began to appear. To the end of last century 90’s, the domestic public service advertising started coming out, form and content have been enriched and expanded.Thus, the author thinks that the 21st century will be essential to the ten years the development of domestic welfare advertisement discussed unfolding, as the major object of the aesthetic investigation. Because contemporary public advertising works form of diversity and more colorful. The author will numerous works classified, in order to welfare advertisement integrity grasp of the rules of the development, (see chapter 2)In the third chapter, the author of the previous quarter, according to different type advertisement work will its aesthetic form summarized as several:humanistic emotional beauty, lofty life value beauty, and subject the beauty of reflection. Secondly, public service ads as a piece of art, the author thinks that it is necessary to its formal beauty for analysis, so from the rhetoric, sound melody, the line and color works analysis. According to public service ads development so far has the aesthetic characteristics of audience, will be produced on aesthetic tastes and values, and the influence in chapter 4, author of three philosophy truth in advertising works dimensions public audience produces aesthetic effect and its aesthetic values are discussed.To sum up, the authors think through the review of the aesthetic and the commonweal advertisement for the audience to affect, on the one hand, benign advertisement creator bit inspiration, on the other hand, PE think through this kind of review of research promote our country’s public service ads cause the benign development.

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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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