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电视广告审美发生的研究,探讨的是电视广告审美实践活动背后的运作机制,即美从哪里来的问题。纵观中国近40年的电视广告史,笔者总结了电视广告审美发生的三种模式:客观论、主观论与关系论。这三种模式的厘清对电视广告制作者而言无疑具有实际的指导意义。一、客观论模式客观论模式认为,美来自于客观事物。与纸媒广告相比,电视广告视听结合的宣传方式虽然使得被宣传主体更加生动直观,但并没有脱离单纯的商业宣传模式。这种模
The research on the aesthetic appearance of television advertisement explores the operating mechanism behind the aesthetic practice of television advertisement, that is, the question of where the United States came from. Throughout the past 40 years of TV history in China, the author summarizes the three modes of TV commercial aesthetics: objective theory, subjective theory and relationship theory. The clarification of these three models undoubtedly has practical guiding significance for television commercial producers. First, the objective theory model Objective theory that the United States comes from the objective things. Compared with the paper media ads, TV ads, audio-visual combination of publicity while making the main publicity is more vivid and intuitive, but did not deviate from purely commercial promotion mode. This model