تبيين نسبت «بافت محورانه » ميان زيبايي شناسي و اخلاق در گرافيك تجاري

Explaining the «Contextualism» Relationship between Aesthetics and Morality in Commercial Graphics.

شرح و تبيين رابطه ميان هنر و اخلاق، از ديرباز سهم عمد ه اي در پيكره تفكر فلسفي داشته است. با مطالعه اي بر گونه شناسي اين نظريات، مي توان روابط ميان هنر و اخلاق را در دو ساحت «اصالت اخلاق » و «خودآييني هنر » طبقه بندي كرد. قائلان به نظريه اصالت اخلاقي، بر مبناي اصول اخلاقي، به قضاوت آثار هنري مي پردازند؛ حال آ نكه مدعاي حاميان خودآييني، جدايي مرزهاي زيبايي شناسي از اخلاق است. در گرافيك تجاري كه از اقتضائات جامعه امروزي و هنر آن به شمار مي آيد، امروزه با كمترين تبليغي مواجه هستيم كه به بازنمايي عيني ويژگي هاي كالا يا خدمات بپردازد؛ شمار كثيري از تبليغات تجاري، به مدد استفاده از عناصر تخيلي در بيان و تكنيك هاي تصويري، به «بازنمايي كاذب » ويژگي هايي از محصول مي پردازند كه مطابق خصوصيات ماهوي كالا و خدمات نيست؛ با اتخاذ رويكردي اخلاقي به مسئله حاضر، عدم صدق يادشده در تبليغات تجاري، از مصاديق قبح اخلاقي است، اما از سوي ديگر، نمايش ويژگي و خصوصيات عيني محصول، ساحت خلاقانه اثر را مخدوش خواهد كرد. پژوهش حاضر با بهره گيري از روش توصيفي و ابزار جمع آوري اطلاعات كتابخانه اي، به بازخواني نظريه هاي هنر و اخلاق پرداخته و كاربست ديدگاه بافت محوري «بريس گات » را در صورت بندي تناقض يادشده ميان وظيفه اخلاقي و وجه زيبايي شناختي در تبليغات، نشان مي دهد.

Explaining the relationship between art and morality, has played a major role in the body of philosophical thoughts. Because of the cultural contribution of the art in society and it`s impact on ethical practices and behavior, this relationship has always been reviewed. Therefore, with the advent of philosophy and it`s continuation until now, the relationship between moral values and aesthetics values has always been scrutinized by many theorists and philosophers. The two basic views about this relationship can be seprated based on theories and putting other views in the subset of those two. The first point of view which is known as «Ethicism» points that a qualified work with aesthetics value do not violate moral concepts and stengthen ethics. The second point of view which is called «Autonomism»,basically has questioned the relationship between aesthetics field and ethics and considers a seprate domain for each of them .On the other hand, to avoid dogmatism and absolutism of these two views, we can refer to moderate views in ethics which considers a moderate idea and Contextualism about the existence or none-existence constant and direct relationship between aesthetics and ethics. This one is a kind of general provisions of two views. In commercial graphics, which is the demand of today`s society and art, we encounter less propagandas with objective representation of goods and services. Multitude of commercial propagandas, represent false product features, by using imaginative elements in expression and video techniques.By adopting an ethical approach to this issue, the lack of truth in commercial advertising, is an example of moral evil. According to this view, by entering these two statements «conventionalism» and «cognitive», we can add an exit for the relationship between art and moral. Ethics has contracted moral concepts of good and evil as default and examine the issues and the impact of these actions on thoughts and human societies. The relationship between art and morality is rooted in the depth of West St. mainstream thinking and the relationship between art,as an aesthetic issue, and philosophy which is an area of thinking and explaining the facts by the concepts was beloved by numerous philasophers and theorists. From ancient Greece so far, a kind of philosophical mainstream had been common which linked the good and evil moral to good and evil point of aesthetics view.The prominent example of this is eighth Plato's attack.In the republic ,he almost takes issues of all forms of art imitating.Since he considers them as the false trigger of emotions and feelings which causes false knowledge. Causing «false knowledge» is the example of lack of ethics and it is placed among the «moral evil». On the other hand, objective presentation of product and it`s real features may deface creativity and the artist remains in a dilemma of showing reality or performing arts. The current studies rereads the theory of art and ethics by using discriptive methods and the datas collected through library and shows the Berys Gaut application of Contextualism in these contradications between moral duty and aesthetics.