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户外广告在美学方面的特点介绍

所属分类:行业资讯 发布时间:2021-02-02 来源:http://www.jnguanggaopai.com/ 浏览量:18

形式美
Formal beauty
美学意义是社会、历史、文化、道德等的载体。户外美学作为广告的文化部分,也在不断探索大众的内心世界。一方面,它弘扬美德,伸张正义;另一方面,又为了促进销售而张扬个性、颠覆常规。
Aesthetic significance is the carrier of society, history, culture and morality. As a cultural part of advertising, outdoor aesthetics is constantly exploring the inner world of the public. On the one hand, it promotes virtue and justice; on the other hand, it promotes personality and subverts convention in order to promote sales.
边缘性
Marginality
从文化层面看,户外广告是极具个性的文化和艺术;从经济层面看,它又表现出赤裸裸的功利性。而且,无论从何种角度,都无法将其归属于学术领域。它是社会、市场、文化、艺术和科学的混血儿,这就是户外美学的边缘特性。
From the perspective of culture, outdoor advertising is a culture and art with great personality; from the perspective of economy, it shows naked utilitarianism. Moreover, no matter from what angle, it can not be attributed to the academic field. It is a mixture of society, market, culture, art and science, which is the marginal characteristic of outdoor aesthetics.
这种特质使户外美学向各个领域深入和渗透,又受到各个领域的抵触。比如,形式美向艺术领域靠拢,但又显得不入主流。边缘性促使户外广告不断寻求独立的位置,以构筑一整套美学体系,从而更好地发展和进取。如文案美学、图形图像美学、媒体造形美学、媒体灯光美学、字体艺术美学等等。
This characteristic makes outdoor aesthetics go deep into and penetrate into various fields, and is also contradicted by various fields. For example, formal beauty is close to the field of art, but it does not appear to be mainstream. Marginality promotes outdoor advertising to seek an independent position to build a set of aesthetic system, so as to better develop and forge ahead. Such as copywriting aesthetics, graphics and image aesthetics, media shaping aesthetics, media lighting aesthetics, font art aesthetics and so on.
意境美
The beauty of artistic conception
由形式衍射而来的意境,使得户外广告对城市愈来愈重要。看大范围,意境是对广告所处环境的意象营造,以创造贴近乃至提升大众生活质量的氛围。这种意境美,是媒体造型、画面(图形图像、色彩、文案)、照明等的综合效果。同时,受众的审美行为也刺激着它的不断完善。
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The artistic conception diffracted from the form makes the outdoor advertisement more and more important to the city. On a large scale, artistic conception is the image creation of the advertising environment, so as to create an atmosphere close to and even improve the quality of public life. This kind of artistic conception beauty is the comprehensive effect of media modeling, pictures (graphics, colors, copywriting), lighting, etc. At the same time, the audience's aesthetic behavior also stimulates its continuous improvement.
动态美
Dynamic beauty
主要来自流动媒体,包括公交车、地铁、霓虹,还有户外影像如LED和投影、媒体的局部动态。在动态世界里,分众人群会对动态美有不同的认识和需求。
Mainly from mobile media, including buses, subways, neon, as well as outdoor images such as LED and projection, local dynamic of media. In the dynamic world, focus groups will have different understanding and needs of dynamic beauty.
静态美
Static beauty
就媒体类型来说,它通常指单立柱、大牌和广告塔街道媒体等。在这个喧嚣躁动的世界里,它们所表现出的静态美,能带给大众人群片刻的心理宁静。不过,在静态美中我们一样可看到动态的美感,这便是户外媒体中的美学转换。正是这种美学转换,使得户外广告(广告塔媒体)美学价值越来越丰厚、深化。
In terms of media types, it usually refers to single column, big brand and advertising tower, street media, etc. In this noisy and restless world, the static beauty they show can bring the masses a moment of psychological peace. However, in the static beauty, we can also see the dynamic beauty, which is the aesthetic transformation in outdoor media. It is this aesthetic transformation that makes the aesthetic value of outdoor advertising (advertising tower media) richer and deeper.
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