本文试图揭示商业广告中悲剧元素的美学意义。这是因为当前大多数广告创意都以轻松、夸耀、诙谐的风格进行设计,期望激发消费者的喜爱之情,促使其购买商品。但是,广告要刺激消费,打动人心,远不止诱惑和逗趣这么简单,还必须尽可能地发挥广告审美效果。悲剧作为一种广泛而深刻的审美形态,是构筑广告美学基础不可或缺的重要元素,虽然目前在商业广告中运用不多,但它的美学意义却不容忽视。 This article attempts to reveal the aesthetics of tragedy elements in commercials. This is because most of the current advertising ideas are designed in a relaxed, boastful, witty style in the hope of arousing consumers’ love and motivating them to buy goods. However, advertising to stimulate consumption, touching, far more than the temptation and fun so simple, but also must be as much as possible the aesthetic effect of advertising. As an extensive and profound aesthetic form, tragedy is an indispensable and important element of advertising aesthetics foundation. Although it is not widely used in commercial advertisements, its aesthetic significance can not be ignored.