The Advertising Aesthetic Research In Business Sight

Modern advertising is a combination of commerce and art. Many advertisingworks contains a dialogue between the two. In this dialogue, the advertising is not onlyto complete certain commercial purposes, but also need to pass the words and symbolsof the aesthetic. Advertising aesthetic is a special kind of aesthetic activity, and it is not"non-utilitarian" unlike traditional aesthetic. Advertising aesthetic has a lot ofparticularity, for example, the mechanism of the aesthetic, aesthetic generated path. Thisspecificity shows not only the advertising aesthetic value, also the advertising aestheticcharm. This article is based on utilitarian aesthetic and it discusses the advertisingaesthetic occurrence with formation, the advertising aesthetic particularity andinterpretation morphology, the relationship between advertising aesthetic andsocio-cultural and other issues. This article triggered attention to advertising aestheticthrough comparative analysis, case analysis, theory combing research methods. Thearticle called on people to fully affirmed advertising aesthetic significance in the field ofaesthetics, and called on people to practice advertising works aesthetic value in the fieldof advertising.The first chapter discusses the existence of mechanisms and the occurrence of theadvertising aesthetic. The aesthetic is an experience in our daily life. Its occurrence canhave two paths: the non-utilitarian aesthetic (traditional aesthetic) and the utilitarianaesthetic. In the non-utilitarian aesthetic, the aesthetic attitude is the in-position viewing.In the utilitarian aesthetic, the aesthetic attitude has limited utilitarian. If the utilitarianaesthetic attitude is maintained within certain limits, the aesthetic subject can also getharmony of man with nature. And merely Aesthetic arrangement and aesthetic realmdiffer only. Only when this utilitarian attitude completely broke through the bottom lineof the material needs of aesthetic subject, utilitarian attitude will curb aesthetic. Advertising aesthetic become a typical utilitarian aesthetic activities on the basis of themodern material living standards in abundance. Advertising aesthetic mechanism hasthe following characteristics: the authenticity of the content, the aesthetic level, theproduct features introduced fusion aesthetic cultivation, the aesthetic paradigm with twosystemic.The second chapter discusses the special advertising aesthetic. Advertisingaesthetic is one of the aesthetic forms. It has a lot of difference, compared to bothtraditional aesthetic and utilitarian aesthetic. Comparative advertising aesthetic andtraditional aesthetic, we will find advertising aesthetic dispel general non-utilitarianaesthetic and achieve esthetically pleasing on the utilitarian purposes. It establishes adual relationship between the aesthetic subject and aesthetic object. The advertisingaudience and advertising works set aesthetic relationship between subject and object. Atthe same time, they are also convinced and persuaded relationship. Advertising aestheticareas usually fixed in a limited occurrence dimension in the economic sphere and thecommercial goal is one of the limited conditions. The advertising aesthetic broke thesacredness and the elite in traditional aesthetic. It suits the general audience in a masscommunication mode. Comparative advertising aesthetic and other utilitarian aesthetic,we will find advertising aesthetic attitude is commerce and the contact of advertisingaesthetic is passive and advertising aesthetic media is relatively strong.Advertising aesthetic have different published media. In every form of mediaforms, advertising aesthetic reflects a certain degree of particularity. Print ads reflect theillusory nature of space. Television advertising presents dream in real life. Radioadvertising reflects the illusory nature in terms of time. New media advertising reflectsthe aesthetic in the experience of context. Advertising aesthetic in the event of a processinfluenced by the following factors: the aesthetic subject of aesthetic style, theinterference of the "distance" between the aesthetic subject and object, the advertisingembroiled degrees, stored commodities evaluation factors.The third chapter explores the relationship between advertising aesthetic and socialculture. Advertising aesthetic culture is a sub-culture in the socio-cultural system.Advertising aesthetic and socio-cultural associate and interact. In this interaction, theadvertising aesthetic indirectly reflects the social and cultural. Advertiser createsadvertising on the base of socio-cultural psychology. Advertising aesthetic has a certainrole in promoting social and cultural. It improves the aesthetic value of humanity and set the topic of spiritual salvation of society and limited reconstruction of the socialculture. The emergence and development of advertising aesthetic prove that theutilitarian aesthetic objectively exists. It opens up another area occurred in aestheticpath. But we also need to dissect the ‘false prosperity’ in a calm and objective attitude.Utilitarian purpose should not be to restrict advertising aesthetic, but calls foradvertising aesthetic. The aesthetic symbols integrate superficially into advertising justmeans it handle the audience aesthetic consciousness superficially. Mental agitation andemotional resonance in the aesthetic realm and aesthetic trend are the real advertisingaesthetic liberation.Advertising aesthetic is the result of the interaction of aesthetic and advertising. Itcarries and passed the aesthetic in the commercial development. Advertising aestheticaffirms the status and role of the aesthetic in the economic field. Discussed from anaesthetic point of view, it is the expansion of the aesthetic in the practical field. Anddiscussed from an advertising point of view, it practice aesthetic guiding role inadvertising design.