反美学观照:广告文化对艺术审美价值的消解
发布时间：2019-06-10 05:14
【摘要】：广告与艺术各自有着不尽相同的审美规范和不能互容的审美价值,广告的存在根据并不在广告文化内部,广告的商业属性决定了其他在他为的特征,广告文化的当下性和功利性构成了对艺术普遍性和超越性的消解。我们这里对广告文化的反美学关照并非要进行优劣的价值判断,因为我们不认为审美价值应该定于一尊,艺术本质不能代表所有的审美价值。当然,广告的反美学观照也不表明我们要举双手赞成广告对艺术美学规范的冲击,我们的立场是人本主义的理性审视,即对人类健全精神的关注。
[Abstract]:Advertising and art each have different aesthetic norms and can not accommodate each other's aesthetic value. The basis for the existence of advertising is not in the advertising culture. The commercial attributes of advertising determine other characteristics in him. The contemporary and utilitarian nature of advertising culture constitutes the digestion of artistic universality and transcendence. The anti-aesthetic care of advertising culture here is not to judge the quality of the value, because we do not think that the aesthetic value should be set to one, the essence of art can not represent all the aesthetic value. Of course, the anti-aesthetic observation of advertising does not mean that we should raise our hands in favor of the impact of advertising on the norms of art aesthetics. Our position is the rational examination of humanism, that is, the concern for the sound spirit of human beings.
【作者单位】： 复旦大学新闻学院
【分类号】：F713.8;J524.3
[Abstract]:Advertising and art each have different aesthetic norms and can not accommodate each other's aesthetic value. The basis for the existence of advertising is not in the advertising culture. The commercial attributes of advertising determine other characteristics in him. The contemporary and utilitarian nature of advertising culture constitutes the digestion of artistic universality and transcendence. The anti-aesthetic care of advertising culture here is not to judge the quality of the value, because we do not think that the aesthetic value should be set to one, the essence of art can not represent all the aesthetic value. Of course, the anti-aesthetic observation of advertising does not mean that we should raise our hands in favor of the impact of advertising on the norms of art aesthetics. Our position is the rational examination of humanism, that is, the concern for the sound spirit of human beings.
【作者单位】： 复旦大学新闻学院
【分类号】：F713.8;J524.3
【共引文献】
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