Basic Theory of Literary Aesthetics Advertising Aesthetics

The basic theory of literary aesthetics Advertising aesthetics

Advertising aesthetics is an integral part of commodity aesthetics and its subordinate branches. It studies the laws and principles of how advertisements can have aesthetic value in order to arouse the aesthetic feeling of the masses and meet their aesthetic requirements.

"advertisement" is a widely publicized tool, which has existed since ancient times. In Shang and Zhou Dynasties, there were original advertisements for displaying goods and selling them to attract attention. The Book of Songs, Zhou Song, You You, according to "Kong Ying Da Shu", reflects the situation of selling flutes. "Han Feizi" reflects the advertising form of wine sellers in Song Dynasty who "hung high flags" to attract customers with wine flags. In the Song Dynasty, Meng Yuan's Dream of China in Tokyo said, "Ji Chun is full of flowers, and the flower sellers decorate it with horse's head and bamboo baskets. The sound of songs is strange and audible. " The lyrics in the drama "Traveling Salesman's Bear" in the Yuan Dynasty: "Nothing is to catch up with a few boiling places, put on a few mulberry snakeskin drums, and sing a few melodious words." It reflects that advertisements at that time were musical and had aesthetic characteristics.

with the development of society, commerce and culture, the forms of advertisements are increasingly rich, including oral hawking, physical display, text description, sound soundtrack, flags and covers, shop signs, engraving paintings, poems, images, neon lights, window arrangement, colorful buildings, large posters, posters, radio, television, newspapers, magazines, outdoor street signs, samples and leaflets. These forms of advertising can please the eyes and attract the audience, so they all have aesthetic nature.

Advertising has its importance and necessity in human life, and it is an important object that people are looking for in order to understand the commodity situation and choose essential goods. Marx pointed out: "In commodity production, circulation is as necessary as production itself, so the parties involved in circulation are as necessary as the parties involved in production." As the editor-in-chief of the New Rheinische Zeitung, Marx attached great importance to advertising and participated in the formulation of the Articles of Association of the New Rheinische Zeitung. Article 15 of the articles of association stipulates that the person in charge of newspaper distribution shall edit advertisements, including those of a service nature (such as shipping schedule advertisements), a production nature (such as introducing new products) and a political nature (such as meeting notices). Marx once suggested that Engels put an advertisement in the book newspaper and try to find the book Engels wanted. In order to speed up the spread of his and Engles' works, in 186, Marx cooperated with booksellers to sell his book Mr. vogt and sent advertisements to more than 4 newspapers and periodicals in Germany, Switzerland, Britain and the United States. In order to enhance the role of advertising, he also pays attention to the artistic and aesthetic characteristics of advertising words.

Socialist advertising plays an active and important role in promoting production, expanding circulation, guiding consumption and invigorating economy and trade. Socialist advertising, not simply to make money, does not deceive the masses with false contents, but in accordance with the socialist business direction, makes advertising better serve the vast number of consumers and users and serve the construction of socialist material civilization and spiritual civilization. Therefore, it can't enhance its appeal with pornographic, decadent, low-level, simple * * * sensory, chaotic and ugly advertisements, which are everywhere in people's living environment from morning till night and ruin the aesthetic taste of the masses. Its aesthetics and artistry must be subject to correct and healthy ideology, veritable authenticity and strict policy, which is conducive to the planning of the national economy and people's lives.

Advertising should not only be fraudulent and vulgar, but also have beautiful artistic appeal, which can enrich people's cultural life, improve people's aesthetic taste and spiritual realm, subtly edify people's hearts, and make people feel pleasing to the eye, relaxed and happy, and enjoy beauty. Therefore, advertising should make use of the achievements of literature and art as much as possible to make the composition pleasing to the eye, the words beautiful, the colors, lines and forms harmonious and beautiful. It can also use beautiful artistic images of instrumental music and vocal music, drama, film and dance to make people feel relaxed, intoxicated and fascinated, and properly cooperate with and contrast the ideological content of advertising, which will help to urge people to find products that meet their needs.

Generally speaking, advertising should obey the propaganda content, and its use of artistic means is subordinate to this propaganda purpose; At this point, it is different from works of art that meet people's aesthetic requirements. However, it can be artistic, and it should get rid of the situation of generalization, mediocrity, boredom, similarity, monotony, formulation and conceptualization, and it has creative, infectious and intriguing aesthetic value, which can make people look at it before and find it eye-catching; After reading it, I feel with relish and want to appreciate it again and again; After reading it, it's unforgettable, with beautiful memories and endless aftertaste.

Therefore, advertisements must adapt to people's aesthetic psychology and be good at using various artistic techniques. In order to attract attention, it is necessary to have a certain * * * nature, not too dull and ordinary, but not too harsh and self-defeating. Put it in a position that is easy to be noticed. Layout and font size should meet the aesthetic requirements of the masses. Contrast can also be used appropriately, such as black and white contrast, different shades, opposite sizes, disparity in light and heavy, and harmonious configuration of colors. Words and pictures should not be crowded together, and there should be reasonable arrangements for the density of reality and reality, highlighting the main body of publicity. The forms of expression can be ever-changing. There are also many types of advertisements, some of which simply explain the commodity situation, concise and simple, and the effect will be good. Some are suggestive, some are interesting, some are enlightening, and some are questioning. Some tell a story first, show the nature of scenic spots first, or dance first, sing first, perform first, say two idioms first and then say: why does he need this commodity, and what problem does this commodity solve for him? The titles of advertisements can be in the form of notes, dialogues, stories, questions, imperative, praise, urging, information, comparison, metaphor, suspense, epigrams, diagrams and so on. It arouses people's interests, feelings, curiosity and thirst for knowledge, combines with people's interests, wishes and requirements, and combines with the actual characteristics and strengths of commodities, and can use infinitely diverse novel techniques.

pictures, words and music used in advertisements can be combined to introduce the characteristics, forms, performance, quality, usage and distinctive advantages of commodities, and can be realistic, contrasting, exaggerated and implied, highlighting trademarks or effects, and can use comic books, photography, drama, dance and patterns, which are the latest news that people pay attention to at that time. Advertising design can use a variety of artistic skills to make advertisements eye-catching, clear and beautiful. Therefore, attention should be paid to the proportional allocation in all aspects to avoid monotony and confusion. It should be changeable and unified, rich and harmonious, giving people a sense of beauty, pleasing to the eye and pleasing to the eye.

Advertising also has its limitations. After all, it is not a work of art for appreciation. It uses artistic means to promote goods. Moreover, it generally does not introduce the shortcomings of goods, and it introduces the advantages of goods, which is easy to exaggerate and misrepresent. Therefore, in the use of aesthetic means, we should pay more attention to authenticity, conform to the reality of goods, and do not exaggerate, which will damage the prestige and honor of goods.