The Study About Literary Mood Of Advertisement In China

Being penetrated with high-leveled aesthetic conception of literary mood has been the pursuit of the advertising art. Enlightened and influenced by art mood, literary mood of advertisement possesses the outstanding aesthetics features with authentic feeling and real scene, feeling and scene mingling pleasantly, and implied meaning. Meanwhile, the close relationship occurs on the aesthetics pursuit and the creation method as well. However, literary mood of advertisement differs a lot from art mood with its unique characteristic and principle. The core purpose of putting the theory of art mood in the field of advertisement is to handle the good advertising product, brand name and the relationship between receiver and literary mood, realizing the perfect consolidation. The study of literary mood of advertisement will be the helping action for the advertising art of China to develop furthermore.