批判的向度:现代广告的艺术说辨析

关于广告艺术说的争论由来已久。这种争论存在着实证和批判两个向度,我们这里对"广告艺术说"论争脉络的梳理和认知立足于后者。从艺术的历时性考察,广告与艺术的关系有很大不同。就古典艺术而言,广告与艺术有许多相似之处:二者都是一种独立的文化形态;都是以"艺"为核心内容的审美文化;都面临相似的功利性问题;都表现为一种平和而非激越的文化样态;都表现为一种肯定文化。但就现代主义艺术而言,广告与艺术则具有完全不同的性质和功能。而就后现代主义艺术而言,广告与艺术又具有某种暗合关系,后现代主义艺术家的实践打破了艺术和生活之间的界限,被视为大众文化的广告成为了艺术。

The Domain of Criticism:an Analysis of the Artistic Concept of Modern Advertisements

There have long been debates on the artistic concept of advertisements.Two domains exist in the debates: that of concrete evidence and that of criticism.The organization and cognition of the lines of thought in the debates are based on the latter.From the perspective of diachronic examinations,the relations between advertisements and art are similar and different,too.In terms of classic art,advertisements and art are of many similarities.Both are independent artistic forms;both belong to aesthetic culture with technique as their kernel content;both are faced with the similar utilitarianism;both are expressed in a peaceful and non-intense style and both are pertain to a positive culture.But as far as the modernistic art is concerned,advertisements and art have totally different nature and functions.When it comes to post-modernistic art,the two have a relationship of implicit overlapping.The post-modernistic artists' practice has broken the demarcation line between art and life and therefore,the advertisements which are seen as a form of popular culture,have already become art itself.