I have choose 2 advertisement for this aesthetic evaluation
which is Ajinomoto Stadium and Marcedes Benz advertisement.One criteria
has been set based on relativism.
From criterion references,the criteria for beauty are not
universal and they usually change within a culture.In the first
advertisement,assessment of beauty for the man is the women must have a soft
voice.Assessment of beauty it not just depend on women face although all the
women in that advert is beautiful.For the second advertisement,it show that
beauty is nothing without wisdom.So,in that advert,wisdom is one of criteria
for assessment of beauty although they have natural beauty in outside.
From the norm references assessment,the beauty assessment for
the first and the second advertisement is totally different.In the first
advertisement,the beautiful of women is about voice not only their beautiful
face.The voice make the guy fall in love with that women although she is not
beauty enough for his appearance.In this second advertisement,
the beauty assessment in this advertisement is wisdom of women.Although the
women is beautiful but she is nothing without brain(wisdom).
From the ipsative references assessment,assessment of beauty
is about the voice, appearance and widom.The women in second advertisement
must have a wisdom although she is enough beauty in his appearance.The women in first
advertisement must have a soft voice and having a beauty in their face
based on their beauty assessment individuals, cultures, time periods and
contexts.
The audience should be able to remember full of Ajinomoto Stadium advertisement in a short time as compared to Marcedes
Benz advertisement because they use several Principles of Advertising in above advertisement that is Use Humor: Use a Metaphor,Give Off a Feeling, Stand
Out and Be Memorable,Not Make audience think too much,and Clever and Creative.
For Aesthetic evaluation,I think we have to conducted
from relativism.Relativsm is
most suitable criteria to make an evaluation.It is because relativism
is the doctrine that knowledge, truth, and morality exist in relation to
culture, society, or historical context, and are not absolute.Points of view have no absolute truth
or validity, having only relative, subjective value according to differences in perception and
consideration.Truth is always relative to some particular frame of reference,
e.g. a language or a culture.
The judgement of beauty is relative to individuals, cultures,
time periods and contexts.There are no universal criteria of beauty.
We cannot use subjectivism because the doctrine
that knowledge is merely subjective and that there is no external or objective
truth.
Besides,objectivism quite not
suitable in making aesthetic
evaluation because it is only belief in certain things,especially
moral truths,exist independently of human knowledge or perception of them. The
tendency to emphasize what is external to or independent of the mind.
Then,for the criteria of emotivism,it
is also not suitable in making aesthetic evaluation because it is an ethical theory which regards ethical and value
judgements as expressions of feeling or attitude and prescriptions of action,
rather than assertions or reports of anything.Moral judgments do not function
as statements of fact but rather as expressions of the speaker’s or writer’s
feelings and the
emotions are essentially physical in nature, and bodily changes come before, and
cause, emotional changes.
So,as a conclusion,the criteria of relativism is most
suitable in making aesthetic evaluation better than other criteria (subjectivism,objectivism,
emotivism) although it is also can be acceptable in making aesthetic evaluation.
