The Research On Broadcast Advertising Function Under Modern Western Aesthetics Perspective

On the essence of beauty, aesthetic activities denies practical and utilitarian purpose; as far as the essence of broadcast advertising is concerned, it pursues precisely the ultimate practical and utilitarian purposes. The two is seemingly unrelated or even opposite, in fact, broadcast advertising with the practical and utilitarian purposes does not exclude the aesthetics, on the contrary, there is an urgent need for aesthetic support and modification. In other words, radio advertising and aesthetics have the intersection, the two has many inherent association, which creates the room and left a space for the topic.The first chapter briefly describes the purpose and significance of the topic, the research status and research methods. The second chapter, the author describes in general terms the broadcast advertising connotation, characteristics and classification and radio advertising three main functions——①media-oriented function, It is mainly reflected in the public service broadcast advertising, namely non-commercial broadcast advertising, which passed advancing cultural patterns, positive and healthy spiritual quality, proper solid values, world view and outlook on life to a wide audience.②goods recommend function, broadcast advertising can influence the audience consumption habits and behavior; broadcast advertising can transfer and highlight important information of commodities.; broadcast advertising can directly increase sales of goods; broadcast advertising can create a good social image for enterprises; broadcast advertising can enhance the brand value of goods.③cultural entertainment function. Broadcast advertising can speed up the process of socialization of the audience; broadcast advertising can bring joy and happiness to the audienceThe third chapter, the author discusses the main content of the modern Western aesthetics of western Marxism aesthetics, hermeneutic aesthetics and intuition aesthetics, but also digs and sorts out their internal relations with radio advertising. The fourth chapter, the author explores the value and significance of modern Western aesthetics towards radio advertising from three aspects, namely, modern Western aesthetics helps broadcast advertising show beautiful imagery, reveal the laws of aesthetics in broadcast advertising, guide the practice of aesthetics, The fifth chapter expresses conclusions of this paper...