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广告艺术是当代文化背景下商业竞争的一个全新产物,广告艺术是传达产品信息、交流品牌文化、构建社会公益的一个重要途径。随着信息技术的发展和信息传播工具的普及,广告艺术形式已经成为了人们生活中不可分割的一个重要部分,如何在激烈的广告竞争中取得胜利也成为了广告制作商们所追求的内容。本文首先分析了当代广告艺术的美学元素及美学特点,进而对当代广告艺术的色彩美和视觉美进行重点探讨。
Advertising art is a brand new product of commercial competition under the contemporary cultural background. Advertising art is an important way to convey product information, exchange brand culture and build social welfare. With the development of information technology and the popularization of information dissemination tools, the art form of advertising has become an integral part of people’s lives. How to win the fierce competition in advertisement has also become the content sought by advertisers. This article first analyzes the aesthetic elements and aesthetics characteristics of contemporary advertising art, and then focuses on the color beauty and visual beauty of contemporary advertising art.