广告的塑造与传播离不开对美的特质的发掘与创造。广告作为艺术不能脱离美的规律,必须符合人的审美理想和审美趣味。 崇高、善、真等作为人的本质力量的体现,在人们的审美过程中占有重要的地位,在广告的策划中也日益受到重视,并为不少企业的形象构建产生了巨大的作用。 The shaping and dissemination of advertising can not be separated from the discovery and creation of the characteristics of the United States. As an art, the advertisement cannot be separated from the laws of beauty, and must conform to human aesthetic ideals and aesthetic tastes. Sublime, good, true, etc., as the embodiment of human essential power, occupy an important position in people’s aesthetic process. It has also been paid more and more attention in the planning of advertising, and has produced a huge role for the image of many companies.