摘要
电视广告的整体美主要由视觉美、听觉美、文学美构成。这三类美的特征主要区别在于:视觉美的各个部分在空间中并存,具有直观可感性;听觉美的各个部分在时间中承续,可感但不具象;文学美不可感知,只能意会,其内容超重于形式,而视觉美和听觉美则可以感知,其形式超重于内容。三类美在电视广告中融合成综合美,给受众造成了多种多样的审美效果,主要有优美效果、壮美效果、喜剧性效果,有时还有悲剧性效果。
The integrative beauty in television advertisement consists chiefly of visual beauty, auditory beauty and literary beauty, each of which has features of its own. The main differences among them find themselves in that the visual beauty, whose parts co -exist in space, is visually perceivable; that the auditory beauty, whose parts follow each other in time, is perceivable but not visual; and that the literary beauty cannot be perceived but appreciated only by mind, and its content overbalances its form, whereas the beauty visual and auditory can be perceived, and their form overbalances their content. These three kinds of beauty are mingled into an integrative beauty in television advertisement, which provides receivers with various aesthetic effects, principally the sense of grace, of sublimity, of comedy, and sometimes of tragedy.
出处
《湖南第一师范学报》
2007年第1期71-73,共3页
Journal of First Teachers College of Hunan
关键词
电视广告
整体美
视觉美
听觉美
文学美
审美效果
television advertisement
integrative beauty
visual beauty
auditory beauty
literary beauty
aesthetic effect
