广告的美学特征与美学效应

广告作为一门艺术，具有自己的美学特征。在当今“酒香也怕巷子深”的时代，广告对商业销售、社会经济、文化事业起着举足轻重的作用。一则成功的广告，能唤醒人们对美好生活的向往，激发消费者的购买欲。这种“广告效应”很大程度上取决于广告中艺术载体的美学特征所产生的“美学效应”。本文试从中国古典美学、实用美学与情感的角度，结合广告实例，探讨广告的美学特征（意境美、简单朴素美、情感美）及由此产生的美学效应。

Aesthetic Characteristics and Effects of Advertisements

Advertisement is an art, which has its own aesthetic characteristics. Advertisements play a very important role in business marketing, social economy and cultural undertakings in recent times, when good wine may not sell well if deep in an outlying lane. A successful advertisement can arouse people's dreams of a good life and stimulate the purchasing desires of consumers. Such ad effect is caused, to a great extent, by the aesthetic characteristics of the artistic carrier in the advertisement. This paper ai...