Brief Study On Advertising Creation And Aesthetics In The Context Of Chinese Contemporary Popular Culture

The advertisements, as product of commodity economy, come into being and develop with the development of social economy. Compared with other countries, especially the developed countries, Chinese advertisements have developed with the development of the Chinese contemporary popular culture and have had no completed and continuous forms in advertising creation, advertising performance and advertising style. So Chinese advertisements have their own characteristics.The author thinks that the existential value of advertising creation can be considered from two aspects of economic value and psychological value. In the process of being created, creation is the first prerequisite, meaning is most important. Advertising creation in content goes through a process from entirety to part, in creative method goes through a process from singleness to plurality, in creative perspective goes through a process from the masses to individuals, the rapid development of the advertising which relys on modern media and technology means, becomes more and more popular resources and carriers. In the context of popular culture, how to master advertising creation and how to implement it have become the key to decide advantages and disadvantages of advertising creation and strong and weak of advertising effects.With the development of Chinese advertisements, the research about advertisement is also more and more specialized, extensive and intensive. In this paper advertising creation and aesthetics is studied primarily with aesthetics perspective. The multiple investigation includes aesthetics attribute, aesthetic thought and aesthetic criticism. The basic content of framework of advertising creation and aesthetics is analyzed.