Aesthetic interpretation of the advertising image of the advertising image

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Traditional print advertising creativity can play a role in shaping and disseminating brand image. Brand image refers to the personality characteristics of an enterprise or one of its brands in the market and in the hearts of the public, which reflects the evaluation and cognition of the brand, especially consumers. Brand image and brand are inseparable, image is the characteristics of the brand performance chain, reflecting the strength and essence of the brand.

The brand image includes the product name, packaging, pattern advertising design, etc.

Advertising art refers to the art of expression for the purpose of selling goods. Advertising art is a unique form of music separated from modern art, advertising art involves almost all fields of modern art, is a splendid branch in the jungle of modern art, and has its own characteristics and development laws. The forms of expression of advertising art include painting and photography, language and literature, ** and performance, sculpture and architecture, etc.

It is a creative and applied art form with a clear purpose and many constraints. Advertising art belongs to the category of applied arts, which belongs to the category and field of modern design. It is not a "pure" art.

We believe that distinguishing advertising art from pure art is of great significance for further understanding the characteristics of advertising art and for the creation and production of advertising art. The difference between advertising art and pure art is at least in the following aspects.

Features 1, the picture is beautiful 2, the brand and products should be highlighted 3, the organic combination of sound and picture 4, give people the enjoyment of beauty 5, see people moved 6, will give people deep thought.

Advertising aesthetics is a discipline that studies the aesthetic phenomenon in advertising and aesthetic disciplines, is a marginal discipline combining advertising and aesthetics, is the basic theory guiding advertising creation, has social use function and market value, and obeys the basic principles of aesthetics.

Aesthetic forms mainly include linguistic reception, and textual impressions.

The language of the advertisement is clear, short, catchy, and very demagogic.

For example: Although it is good to drink alcohol, don't be greedy!

A "Although it is good", immediately boasted about its own products.

There are also some obscure words that belong to the elaborate "Strange and Weird" - to get people's thoughts and attention. For example, stupid eggs, native eggs, see more. As a result, there are names such as agricultural eggs, pollution-free chicken eggs, and assured chicken eggs.

There are also tricky and quirky names such as "First Laid Eggs".

Another example, the rice cooker, cooking rice is fragrant! Haha, rice can be fragrant, it's not the pot's problem, it's the quality of the rice! However, in the advertising period after the news broadcast, such a sentence was read aloud by a girl, which played a refreshing role. , at this time, the audience is not serious, think carefully!

I won't go into detail here.

1 Tragedy shows the affirmation of the value of life through the negative experience of the existence of life 2 The aesthetic conflict of tragedy reflects the conflict between man and nature, and the existence of society itself and transcends 3 The emotional experience of tragedy is a deep experience of the existence of life practice