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电影中的隐性广告兼具商业性与艺术性双重属性,同时又容易陷入商业与艺术悖论的泥沼。如何让隐性广告既有艺术美感又能为观众熟知是无数传媒追求的境界。本文以黑格尔对艺术美的标准来品评隐性广告所具有的“严峻、理想与愉悦”三种美学风格。
Implicit advertising in the film combines the dual attributes of commercial and artistic, but also easily fall into the quagmire of commercial and artistic paradox. How to make the implicit advertisement not only the artistic beauty but also the audience is the innumerable realm of media pursuit. This article uses Hegel’s standard of art beauty to evaluate the three aesthetic styles of “austere, idealistic and pleasurable” hidden advertisement.