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广告艺术最终是和观众打交道，广告的功能在于影响观众者，因此，设计师面临的问题是双重的：一方面去预料观众的反应，另一方面要满足自己的审美需求。

用视觉描绘的解决方案是：发现一个能被普便理解的图像，将抽象的想法转换成视觉语言。

That many, perhaps most, of the articles and utensils made at present for use are not genuinly esthetic happens, unfortunately, to be true. But it is true for reas*** that are foreign to the relation of the 'beautiful' and 'useful' as such. Wherever conditi*** are such as to prevent the act of production from being an experience in which the w*** creature is alive and in which he possesses his living through enjoyment, the product will lack something of being esthetic. No matter how useful it is for special and limited ends, it will not be useful in the ultimate degree-- that of contributing directly and liberally to an expanding and enriched life.

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