| As a comprehensive art form, TV advertising has become an integral part of our daily life, it is not only a barometer of socio-economic and the indicator of culture, but also the pen that depicts era, which reflects and promotes the social changes with its unique aesthetic sense.With 30 years’ reform and opening up, China TV advertising has shown its strong vigor and vitality, which has went through the development from waking to prosperity and ordinary to abundance. This paper aims to outline an overall look of TV advertising by depicting the evolution of its aesthetic sense for the past 30 years, and review the changing development of mass consumer awareness and aesthetic sense by case study on most representative TV advertisements with knowledge of Aesthetics, Advertising and so on.The TV advertising creativity and aesthetic expression of one era is totally different from that of others, thus we could look into the aesthetic memory and creative quality of an era through the changing aesthetic sense of TV advertising, which has a guiding significance on the improvement of TV advertising art practice standard. |
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