Advertising Aesthetics: Principles and Cases

Author: Qi Yumin
Publisher:
Publish Date: 2004-01-01
Features: Advertising is the "rocket" that propels the "spaceship" of corporate branding into the sky. Advertising aesthetics aims to analyze and enhance the artistic level of advertising by integrating aesthetic theory with market demand psychology, starting from specific works. It constructs a new platform for advertising creative thinking and artistic expression, which holds significant meaning for China's advertising to participate in global competition. Advertising is a creative reflection of beauty, serving as an aesthetic object that reflects or permeates the aesthetic concepts, tastes, and ideals of a certain era. At the same time, it embodies the creative effort and unique mental labor of advertisers. In this sense, it is a materialized expression of the advertisers' aesthetic psychological structure. On the other hand, advertising is also an object of appreciation for people with certain aesthetic abilities and awareness, an active reflection of material and spiritual beauty, and a form of social ideology. Through the process of public perception, comprehension, and understanding of advertising, it spreads certain aesthetic concepts—such as moral values, values, concepts of happiness, and consumerism—to subtly influence people's values and lifestyles.