摘要
伴随着数字化时代的来临,影视广告正以其不同的形式传播着。社会意识形态不断变化,文化的内涵和形态也在不断地革新。相应的,广告作为一种审美活动也发生了根本性的变化,美学已不再是狭义的美学,应将其延伸到文化精神层面。文章通过分析影视广告发展的现状,试图从“人文关怀”的角度出发,探究现代影视广告发展中的美学趋势。
As digital age comes, screen and video advertisements are spreading in different forms.Social ideology is changing, the connotation and modality of culture are also regenerating constantly. Correspondingly, as a kind of taste activities, advertisement has changed fundamentally. People do not understand aesthetics in narrow sense any longer, which should be understood in cultural and spiritual aspects now. Through analyzing the circumstance of modern screen and video advertisements, this article tries to discuss the aesthetics trend in its development from humanities.
关键词
影视广告
广告
美学
人文化
screen and video advertisements, advertisement, aesthetics, humanities
