1. Direct display method This is the most common use of a wide range of expressions. It displays a product or theme directly and faithfully on the advertising board, making full use of the realism of photography or painting. Carefully sculpting and focusing on rendering the product's texture, shape and functional use, and introducing the exquisite texture of the product into the resort, giving people a realistic feeling of realism, so that consumers have a sense of intimacy and trust in the advertised product. .
This approach directly pushes the product to consumers, so pay close attention to the combination of products and display angles on the screen. It should focus on highlighting the product's brand and the product itself is most likely to impress people's heart, using color light and background to enhance, so that Products are placed in an infectious space, so as to enhance the visual impact of advertising images.
2. The prominent feature method uses various methods to capture and emphasize the unique features of the product or the theme itself, and to express it clearly, put these features on the main visual part of the advertising screen or to put it under the control of the audience. The moment of contact with the speech screen is quickly felt, attention is paid to it and visual interest occurs, and the promotion purpose of stimulating purchase desire is achieved.
In the performance of advertisements, these characteristics that should be emphasized and highlighted should be determined by factors such as special capabilities that are distinctive in individual product images, corporate logos of manufacturers, and trademarks of products.
The technique of highlighting features is also a common expression technique that we use very often. It is one of the important techniques for highlighting the theme of advertisements and has a performance value that cannot be ignored.
3. Comparison of contrasts is the most prominent expression of artistic beauty that tends to confront conflict. It expresses the nature and characteristics of the things depicted in the works in sharp contrasts and direct comparisons. By showing them, they contrast each other, and from the differences presented in the comparison, they reach a concentrated, concise, and tortuous change. which performed. Through this technique, the product's performance and features are more clearly emphasized or prompted, giving consumers a deeper visual experience.
As a common and effective expression technique, it can be said that all arts have benefited from comparative performance techniques. The use of contrasting techniques not only enhances the performance of the advertising theme, but also enriches the appeal of the advertising works. The success of contrasting techniques can make the seemingly ordinary picture processing implied rich meanings and show different levels and depths of the performance of advertising themes.
4. Reasonable exaggeration methods With the help of imagination, certain aspects of the quality or characteristics of objects advertised in advertising works are quite exaggerated to deepen or expand the understanding of these features. The writer Gorky pointed out: "Exaggeration is the basic principle of creation." Through this technique, it can more clearly emphasize or reveal the essence of things and enhance the artistic effect of the works.
Exaggeration is the pursuit of novelty in the general, and the use of fiction to exaggerate the characteristics of the object and personality of the Sino-American aspect, giving people a novelty and change of interest.
According to the characteristics of its performance, exaggeration can be divided into two types: exaggeration and exaggeration. The former is an image processing product, while the latter is an implicit modality treatment product. Through the use of exaggerated techniques, the artistic beauty of advertisements has been injected with strong emotions, making the characteristics of products distinctive, prominent, and moving.
5. To emphasize, select, and consolidate the three-dimensional image in advertising design with the concept of "small-faced Dafa." In order to express the theme of thought more fully, the original imagination is grasped by a single point or a local area to describe or extend the enlargement. This kind of artistic treatment takes a holistic view. It is based on a small scale, from incomplete to full performance techniques, which gives designers great flexibility and unlimited expressiveness. At the same time, it provides the recipient with a broad imagination. Get vivid taste and rich associations.
The "smallness" of small and medium-sized schools is the focus of the depiction of advertising screens and the center of visual interest. It is both the enrichment and growth of advertising ideas, and it is also a unique arrangement for designers, because it is not a "small" in general sense. However, it is a simple and deliberate pursuit of the product of a small and medium-sized apartment building.
6. The use of joint ideas in the aesthetic process through a rich association, can break through the boundaries of time and space, expand the capacity of the art image, and deepen the picture of the artistic conception.
Through association, people see their own or their own experiences on aesthetic objects, and the beauty is often particularly strong, thus merging the aesthetic objects with the auditors of Microsoft Corporation in the United States, evoking a sense of resonance in the association process and their feelings. The intensity is always intense and abundant.
7. Humorous humor law refers to the clever reproduction of comedy features in advertising works, capturing local phenomena in the phenomenon of life, and manifesting through the ridiculous features of people's sexuality, appearance, and behavior.
Humorous expression techniques often use funny plots, clever arrangements, and extend certain things that need to be affirmed to the extent of comics, creating a humorous mood that is full of interest, laughs, and intriguing. Humorous contradictions and conflicts can achieve unexpected and artistic effects in the most reasonable way, causing viewers to smile attentively, and to use their artistic appeal in a unique way.
8. Metaphorical metaphor refers to the selection of two things in the design process that are not identical in this copy, but in some respects are somewhat similar, "this object metaphorizes the thing," and there is no metaphorical thing or theme. A direct relationship, but at a certain point, has similarities with certain features of the subject, and therefore can be used as an extension to transform and get the artistic effect of "turning a curve up and down."
Compared with other methods of expression, metaphorical techniques are more subtle and hidden, and sometimes it is difficult to see at a glance. However, once they understand their meaning, they can give an endless feeling.
9. The most direct effect of the artistic appeal of sentimentalism is emotional factors. Aesthetics is the process in which the subject and the object of beauty continually exchange emotions to resonate. Art conveys the characteristics of feelings. The phrase “feeling the person with the heart and not precedeting the feelings†has already demonstrated the role of emotional factors in artistic creation. It focuses on the selection of emotionally-oriented content in performance techniques, and expresses it with beautiful emotions. The theme, which truly and vividly reflects this kind of aesthetic feeling, can be used to affect people and exert the power of art to infect people. This is the literary emphasis of modern advertising design and the pursuit of aesthetic mood and interest.
10. Suspense Arrangement Act in the performance technique trickery, put a suspicious array, so that people do not understand the meaning of the advertising screen, causing a suspicion and nervous state of mind, in the audience's psychological lifted layers of waves, resulting in exaggerated effect , Drive consumers' curiosity and strong actions, open positive thinking associations, cause viewers to further explore the strong desire of advertising issues, and then use advertising headlines or texts to highlight the subject of the advertisements, so that suspense can be lifted. People leave unforgettable psychological feelings.
The suspense technique has a very high artistic value. It can first deepen the conflict and attract the interest and attention of the audience, creating a strong feeling and producing fascinating artistic effects.
11. Choose the idol method In real life, people have their own objects of worship, admiration or emulation, and there is a psychological desire to get as close as possible to him, so as to obtain psychological satisfaction. This kind of technique is applied to people's psychological characteristics. It seizes the people's admiration for celebrity idols, selects the idols worshiped by the audience, and communicates with the product information to the audience. As celebrity idols have a strong psychological appeal, the use of celebrity idols can greatly increase the product's impression and sales status, establish credibility of brand names, produce ineffable persuasive power, and induce consumers to celebrities in advertisements. The attention of the idol's praised product stimulates the desire to buy. The choice of idols can be a super-beautiful female actress who has extraordinary temperament, world-famous male stars, male and female athletes who are famous in the world of sports, and others who can also choose political personalities, celebrities, master artists, battlefield heroes, and handsome men. Beauty and so on. The selection of idols must be consistent with the product or service of the advertisement, or it will give people a sense of far-fetched influence and make people psychologically refuse, so that the intended purpose cannot be achieved.
12. Homogenous imitation method This is a kind of creative aphorism. It does not mean to use the new old name-for-money borrowing method to make the famous arts and social celebrities that are familiar to the general public in the world as an interesting image. Through clever shaping and performance, the celebrity of famous celebrities creates a sense of humorousness, gives consumers a new and unique visual impression and enjoyable fun, and increases the appeal effect of advertising with its anomaly and sense of mystery, increasing the value of the product and paying attention to it. degree.
This method of expression convinces the advertising with a comical, almost comic-like appeal. It makes people admiring, makes you laugh, makes you forget about it, and leaves you with an interesting aftertaste.
13. The magic psychedelic method uses abnormal exaggeration to weave myth and fairy-tale images in an infinitely rich imagination, reproduce the reality in a fantasy scenario, and create a certain distance from the real life. This kind of romance is full of romance. The style of expressionism, freehand writing rather than realistic expression techniques, with the sudden appearance of magical visual feelings, is full of appealing power, giving people a special kind of beautiful feelings that can satisfy people's curious and varied aesthetic taste requirements.
In this way of expression, artistic imagination is very important. It is a symbol of the development of human intelligence. Everything needs to be imagined, especially in art. It is no exaggeration to say that imagination is about the life of art.
From the beginning of the creative concept until the end of the design, imagination is actively carried out. The prominent feature of imagination is its creativity. Creative imagination is the beginning of the excavation of new meanings and the emergence of new images. Its basic tendency is to transform the experience evoked by Lenovo, and ultimately constitute a new image with the unique creation of the esthetic person, resulting in a strong power to defeat the people.
14. The continuous series method forms a complete visual impression through continuous images, so that the advertisement information conveyed through the screen and text is very clear, prominent and powerful.
The advertising picture itself has a vivid and intuitive image. It has accumulated many times over and over. It can deepen consumers' impression of products or services, gain good publicity, and have great influence on expanding sales, establishing brand names, and stimulating purchases to enhance competitiveness. effect. For the premise of the design strategy, it is more important to establish the corporate image.
As the basis of the design structure, the grasp of formal psychology is very important. From the perspective of visual psychology, people are averse to monotonous and uniform forms and pursue diverse changes. The continuous series of expression techniques conforms to the form of "containment and diversity in unity." The basic principle enables people to see differences in the “same†and seek change in the unification, forming artistic effects that are diverse and unified, contrasting and harmonious, and have enhanced artistic appeal.
This approach directly pushes the product to consumers, so pay close attention to the combination of products and display angles on the screen. It should focus on highlighting the product's brand and the product itself is most likely to impress people's heart, using color light and background to enhance, so that Products are placed in an infectious space, so as to enhance the visual impact of advertising images.
2. The prominent feature method uses various methods to capture and emphasize the unique features of the product or the theme itself, and to express it clearly, put these features on the main visual part of the advertising screen or to put it under the control of the audience. The moment of contact with the speech screen is quickly felt, attention is paid to it and visual interest occurs, and the promotion purpose of stimulating purchase desire is achieved.
In the performance of advertisements, these characteristics that should be emphasized and highlighted should be determined by factors such as special capabilities that are distinctive in individual product images, corporate logos of manufacturers, and trademarks of products.
The technique of highlighting features is also a common expression technique that we use very often. It is one of the important techniques for highlighting the theme of advertisements and has a performance value that cannot be ignored.
3. Comparison of contrasts is the most prominent expression of artistic beauty that tends to confront conflict. It expresses the nature and characteristics of the things depicted in the works in sharp contrasts and direct comparisons. By showing them, they contrast each other, and from the differences presented in the comparison, they reach a concentrated, concise, and tortuous change. which performed. Through this technique, the product's performance and features are more clearly emphasized or prompted, giving consumers a deeper visual experience.
As a common and effective expression technique, it can be said that all arts have benefited from comparative performance techniques. The use of contrasting techniques not only enhances the performance of the advertising theme, but also enriches the appeal of the advertising works. The success of contrasting techniques can make the seemingly ordinary picture processing implied rich meanings and show different levels and depths of the performance of advertising themes.
4. Reasonable exaggeration methods With the help of imagination, certain aspects of the quality or characteristics of objects advertised in advertising works are quite exaggerated to deepen or expand the understanding of these features. The writer Gorky pointed out: "Exaggeration is the basic principle of creation." Through this technique, it can more clearly emphasize or reveal the essence of things and enhance the artistic effect of the works.
Exaggeration is the pursuit of novelty in the general, and the use of fiction to exaggerate the characteristics of the object and personality of the Sino-American aspect, giving people a novelty and change of interest.
According to the characteristics of its performance, exaggeration can be divided into two types: exaggeration and exaggeration. The former is an image processing product, while the latter is an implicit modality treatment product. Through the use of exaggerated techniques, the artistic beauty of advertisements has been injected with strong emotions, making the characteristics of products distinctive, prominent, and moving.
5. To emphasize, select, and consolidate the three-dimensional image in advertising design with the concept of "small-faced Dafa." In order to express the theme of thought more fully, the original imagination is grasped by a single point or a local area to describe or extend the enlargement. This kind of artistic treatment takes a holistic view. It is based on a small scale, from incomplete to full performance techniques, which gives designers great flexibility and unlimited expressiveness. At the same time, it provides the recipient with a broad imagination. Get vivid taste and rich associations.
The "smallness" of small and medium-sized schools is the focus of the depiction of advertising screens and the center of visual interest. It is both the enrichment and growth of advertising ideas, and it is also a unique arrangement for designers, because it is not a "small" in general sense. However, it is a simple and deliberate pursuit of the product of a small and medium-sized apartment building.
6. The use of joint ideas in the aesthetic process through a rich association, can break through the boundaries of time and space, expand the capacity of the art image, and deepen the picture of the artistic conception.
Through association, people see their own or their own experiences on aesthetic objects, and the beauty is often particularly strong, thus merging the aesthetic objects with the auditors of Microsoft Corporation in the United States, evoking a sense of resonance in the association process and their feelings. The intensity is always intense and abundant.
7. Humorous humor law refers to the clever reproduction of comedy features in advertising works, capturing local phenomena in the phenomenon of life, and manifesting through the ridiculous features of people's sexuality, appearance, and behavior.
Humorous expression techniques often use funny plots, clever arrangements, and extend certain things that need to be affirmed to the extent of comics, creating a humorous mood that is full of interest, laughs, and intriguing. Humorous contradictions and conflicts can achieve unexpected and artistic effects in the most reasonable way, causing viewers to smile attentively, and to use their artistic appeal in a unique way.
8. Metaphorical metaphor refers to the selection of two things in the design process that are not identical in this copy, but in some respects are somewhat similar, "this object metaphorizes the thing," and there is no metaphorical thing or theme. A direct relationship, but at a certain point, has similarities with certain features of the subject, and therefore can be used as an extension to transform and get the artistic effect of "turning a curve up and down."
Compared with other methods of expression, metaphorical techniques are more subtle and hidden, and sometimes it is difficult to see at a glance. However, once they understand their meaning, they can give an endless feeling.
9. The most direct effect of the artistic appeal of sentimentalism is emotional factors. Aesthetics is the process in which the subject and the object of beauty continually exchange emotions to resonate. Art conveys the characteristics of feelings. The phrase “feeling the person with the heart and not precedeting the feelings†has already demonstrated the role of emotional factors in artistic creation. It focuses on the selection of emotionally-oriented content in performance techniques, and expresses it with beautiful emotions. The theme, which truly and vividly reflects this kind of aesthetic feeling, can be used to affect people and exert the power of art to infect people. This is the literary emphasis of modern advertising design and the pursuit of aesthetic mood and interest.
10. Suspense Arrangement Act in the performance technique trickery, put a suspicious array, so that people do not understand the meaning of the advertising screen, causing a suspicion and nervous state of mind, in the audience's psychological lifted layers of waves, resulting in exaggerated effect , Drive consumers' curiosity and strong actions, open positive thinking associations, cause viewers to further explore the strong desire of advertising issues, and then use advertising headlines or texts to highlight the subject of the advertisements, so that suspense can be lifted. People leave unforgettable psychological feelings.
The suspense technique has a very high artistic value. It can first deepen the conflict and attract the interest and attention of the audience, creating a strong feeling and producing fascinating artistic effects.
11. Choose the idol method In real life, people have their own objects of worship, admiration or emulation, and there is a psychological desire to get as close as possible to him, so as to obtain psychological satisfaction. This kind of technique is applied to people's psychological characteristics. It seizes the people's admiration for celebrity idols, selects the idols worshiped by the audience, and communicates with the product information to the audience. As celebrity idols have a strong psychological appeal, the use of celebrity idols can greatly increase the product's impression and sales status, establish credibility of brand names, produce ineffable persuasive power, and induce consumers to celebrities in advertisements. The attention of the idol's praised product stimulates the desire to buy. The choice of idols can be a super-beautiful female actress who has extraordinary temperament, world-famous male stars, male and female athletes who are famous in the world of sports, and others who can also choose political personalities, celebrities, master artists, battlefield heroes, and handsome men. Beauty and so on. The selection of idols must be consistent with the product or service of the advertisement, or it will give people a sense of far-fetched influence and make people psychologically refuse, so that the intended purpose cannot be achieved.
12. Homogenous imitation method This is a kind of creative aphorism. It does not mean to use the new old name-for-money borrowing method to make the famous arts and social celebrities that are familiar to the general public in the world as an interesting image. Through clever shaping and performance, the celebrity of famous celebrities creates a sense of humorousness, gives consumers a new and unique visual impression and enjoyable fun, and increases the appeal effect of advertising with its anomaly and sense of mystery, increasing the value of the product and paying attention to it. degree.
This method of expression convinces the advertising with a comical, almost comic-like appeal. It makes people admiring, makes you laugh, makes you forget about it, and leaves you with an interesting aftertaste.
13. The magic psychedelic method uses abnormal exaggeration to weave myth and fairy-tale images in an infinitely rich imagination, reproduce the reality in a fantasy scenario, and create a certain distance from the real life. This kind of romance is full of romance. The style of expressionism, freehand writing rather than realistic expression techniques, with the sudden appearance of magical visual feelings, is full of appealing power, giving people a special kind of beautiful feelings that can satisfy people's curious and varied aesthetic taste requirements.
In this way of expression, artistic imagination is very important. It is a symbol of the development of human intelligence. Everything needs to be imagined, especially in art. It is no exaggeration to say that imagination is about the life of art.
From the beginning of the creative concept until the end of the design, imagination is actively carried out. The prominent feature of imagination is its creativity. Creative imagination is the beginning of the excavation of new meanings and the emergence of new images. Its basic tendency is to transform the experience evoked by Lenovo, and ultimately constitute a new image with the unique creation of the esthetic person, resulting in a strong power to defeat the people.
14. The continuous series method forms a complete visual impression through continuous images, so that the advertisement information conveyed through the screen and text is very clear, prominent and powerful.
The advertising picture itself has a vivid and intuitive image. It has accumulated many times over and over. It can deepen consumers' impression of products or services, gain good publicity, and have great influence on expanding sales, establishing brand names, and stimulating purchases to enhance competitiveness. effect. For the premise of the design strategy, it is more important to establish the corporate image.
As the basis of the design structure, the grasp of formal psychology is very important. From the perspective of visual psychology, people are averse to monotonous and uniform forms and pursue diverse changes. The continuous series of expression techniques conforms to the form of "containment and diversity in unity." The basic principle enables people to see differences in the “same†and seek change in the unification, forming artistic effects that are diverse and unified, contrasting and harmonious, and have enhanced artistic appeal.