| 生命的华衣：广告美学的学科根基 |
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| 引用本文： | 汪顺宁.生命的华衣：广告美学的学科根基[J].上海财经大学学报,2008,10(2):18-24. |
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| 作者姓名： | 汪顺宁 |
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| 作者单位： | 上海财经大学人文学院,上海200433 |
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| 摘 要： | 本文试图揭示广告美学的学科合法性。这是因为当广告意味着欲望而美学意味着智慧的时候，广告美学便成为悖论。而要揭示广告关学的学科合法性，就必须首先回答一个基本问题，在欲望之外，什么是广告的关学意义。本文指出，广告是凡人生命的华衣，而衣服或许就是凡人的本原。由此广告既非神话亦非悲剧，而是凡人生命的喜剧性的盛筵。
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| 关 键 词： | 广告 美学 广告美学 |
| 文章编号： | 1009-0150(2008)02-0018-07 |
| 修稿时间： | 2007年12月6日 |
Beautiful Cloth of Mortal Life: the Subject Basis of Advertisement Aesthetics |
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| WANG Shun-ning.Beautiful Cloth of Mortal Life: the Subject Basis of Advertisement Aesthetics[J].Journal of Shanghai University of Finance and Economics,2008,10(2):18-24. |
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| Authors: | WANG Shun-ning |
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| Institution: | WANG Shun-ning (School of Humanities, Shanghai University of Finance and Economics, Shanghai 200433, China) |
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| Abstract: | This paper attempts to reveal the validity of aesthetics of advertisement as a subject,because when advertisement means desire,and aesthetics means wisdom,aesthetics of advertisement becomes a paradox.While,if one attempts to reveal this,he must answer a basic question firstly.That is what is the aesthetic meaning of advertisement except desire.This paper indicates that,advertisement is the beautiful clothes of human being,and clothes might be the essence of human being.So advertisement is neither myth nor tragedy.It is a comedic banquet of human being. |
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| Keywords: | advertisement aesthetics aesthetics of advertisement |
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