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在作为审美消费对象的广告产品一定程度上将重塑审美主体,这包括两种情形,一是广告的外在审美消费,是指对广告内容之外与广告有关的媒介产品或广告形式上的认知,这些审美实践可以改变主体的审美意识结构,影响审美主体的欣赏水平和审美能力;一是广告的内在审美消费,是指审美主体对广告内容本身的认知。广告审美客体在一定程度上决定着审美主体的审美实践和审美理想,改变审美主体的审美选择方式,从而确立新的社会审美标准。
As the object of aesthetic consumption of advertising products to a certain extent, the aesthetic body will be reshaped, including two situations, one is the external aesthetic consumption of advertising refers to the advertising content and advertising related to the media products or forms of advertising Cognition, these aesthetic practices can change the subject’s aesthetic awareness of the structure, affecting the appreciation of aesthetic subjects and aesthetic ability; First, the advertising of the internal aesthetic consumption, refers to the aesthetic subject of the advertising content itself. To a certain extent, the advertising aesthetic object determines the aesthetic practice and aesthetic ideal of the aesthetic body and changes the aesthetic choice mode of the aesthetic body so as to establish a new social aesthetic standard.