Study The Post-modernistic Advertisement In Terms Of Aesthetic Angle

Under the influence of postmodernism, the advertising is in order to achieve the better propaganda effect, have adopted some eye-catching postmodern expressional ways, post-modernistic advertisement arises at the historic moment. Post-modernistic advertisement with respect to traditional advertising is the Breakthroughs and betrayal .It is a beneficial exploration and practice for the modern advertisements to innovate and maintain life vital. Post-modernistic advertisement serves as an additional commercial value of cultural communication carrier, must through beauty forms to express, so people are more likely to receive. Post-modernistic advertisement comes into our vision continually, quietly influences our thinking and action. We tried in terms of aesthetic angle to decode the post-modernistic advertisement, in order to have a deep understanding.The article studies the post-modernistic advertisement mainly from the aesthetic perspective, is divided into four parts:The first part is basically to say that the background of post-modernistic advertisement. In the 1960's the rise of postmodernism sweeps the globe from the west, impacts people's old concepts, sadly affects people's thinking ,behavior, life, aesthetic appreciation, etc. In the contaxt,the traditional advertisement performances fatigue, post-modernistic advertisement arises at the historic moment. Post-modernistic advertisement arises because the concept of advertising design keeps pace with the times. That bold rebel and innovation has certain social significance.The second part is basically to say that the aesthetic expression of post-modernistic advertisement. Expressing emotions is aesthetic process without utilitarian. Meanwhile ,it is post-modernistic advertisement performance in the aesthetic. Nostalgic class post-modernistic advertisement mainly uses historical and realistic space-time tremendous changes to impress people. Rebellious class post-modernistic advertisement mainly uses the longing rebellious heart to attract eyeball. Absurd class post-modernistic advertisement mainly uses contradiction expressional ways to put unreasonable and impossible things into reasonable and possible things to make the audience get novel, strange,deep aesthetic feelings. Emotional class post-modernistic advertisement emphasises on creating a kind of circumstances, introduces the audience freely to experience, makes people acquire a kind of happiness and contentment.The third part is basically to say that the aesthetic characteristics of post-modernistic advertisement. Visual dominate is the primary feature of post-modernistic advertisement, most advertisements mainly rely on good visual perception to attract consumers. Post-modernistic advertisement not only sells goods, but also sells an ideology. Post-modernistic advertisement emphasises on showing humanity care to get more resonance and support. Post-modernistic advertisement introduces a lot of entertaining elements,strengthening the experience to get the public attentions .Post-modernistic advertisement always try to capture the latest popular element to guide you to consume. Post-modernistic advertisement emphasizes respecting personal freedom, claiming that keep releasing bottled-up humanity. Post-modernistic advertisement sometimes creates a kind of circumstances, atmosphere or idea to let the audience to read and understand at will.The Fourth part is basically to say that the aesthetic reflection of post-modernistic advertisement. Post-modernistic advertisements are different in style , some of them are very elegant , and some are vulgar. Suitting both refined and popular tastes can promote the post-modernistic advertisement booming. At the same time, we should realize some negative influence of post-modernistic advertisement, and keep away from the adverse effects.