Advertising Aesthetics: Principles and Cases (21st Century Journalism and Communication Series Textbooks)

Author: Qi Yumin Su Yang
Publisher:
Publish Date: 2003-12-01
Features: Advertising is a creative reflection of beauty. As an aesthetic object, it reflects or permeates the aesthetic concepts, tastes, and ideals of a certain era. At the same time, it embodies the creative effort and intellectual labor of advertisers. In this sense, it is a material manifestation of the aesthetic psychological structure of advertisers. On the other hand, advertising is also an object of appreciation for people with certain aesthetic abilities and awareness. It is an active reflection of material and spiritual beauty, and a form of social ideology. Through the process of cognition, perception, and understanding of advertising by the public, it spreads certain aesthetic concepts—such as moral values, values, concepts of happiness, and consumerism—to society, thereby subtly influencing people's values and lifestyles.