2009•Journal of Liaoning UniversityRequires access
On the Postmodernity of Advertising Aesthetic Culture
Chunfei Wang
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Abstract
The advertising aesthetic manifestation is,in a sense,a paradigm of postmodern aesthetic culture.Its utilitarian,non-remote and physical aesthetic activities basically deviate from some classic aesthetic theories.It challenges traditional aesthetic taste by pursuing and confirming worldly aesthetic taste and deconstructs the traditional aesthetics which worships individuality and creativity by using simulacrum pictures mass-produced by modern technology.Such aesthetic activities of advertising manifest its postmodernity.