Gradually shift in contemporary visual culture and cultural context . Getting to go to modern advertising images, graphics as the main channel of visual communication . Images, graphics and other visual forms become the dominant form of modern advertising communication performance visualization performance in the modern advertising occupies a central position . Whether film or plane. Yihuo emerging electronic media or traditional print media . We can all feel strongly that ads have been Ambilight, vivid visual images are diffuse . Modern advertising by showing such an obvious visual characteristics . Most powerfully confirms the visual communication era.
在当代文化渐渐转向视物感觉文化的环境下．现代广告越来越走以图像、图形为主要通道的视物感觉广泛散布．图像、图形等视物感觉化的表显露原形式变成现代广告广泛散布的主导形态视物感觉化表达已在现代广告表达中占领了核心位置．
Advertising is fundamentally an economic phenomenon , business practices. Its purpose is to achieve efficient communication with target customers .
How to effectively understand the visual communication era advertising information content . Pass by both sides has become a common concern for the spread of the dominant form of modern advertising - visual expression - a rational inductive analysis , for understanding the advertising information to achieve efficient communication with target customers , thus achieving an important goal of advertising marketing Throughout the modern sense of visual advertising performance . We will find itself with the following characteristics:
广告从根本上讲是一种经济现象、经济活动行径．其目标是成功实现与目的主顾的高效沟通．怎么样管用了解视物感觉广泛散布时期广告的信息涵养．已经变成传受双边并肩关切的问题对现代广告广泛散布的主导形态——视物感觉化表达——施行理性的归纳剖析。
First, there is the visualization
一、存在的视像化
Modern advertising emphasizes visual performance of the most significant characteristics. Is to own something non- visual visualization of traditional advertising theory more emphasis on the language of advertising information . Advertising guru David Ogilvy once said: " Advertising is the text of the work," many of the early classic advertising is a text known for . But today's advertising performance has been quite different. Once the ad expert scenery is not the author . Language has been simplified without the sometimes too fragmentary. Atrophy into images , graphics, symbols and comments vassals , and images , graphics, symbols serve as a text message to convey , in a big way to show in front of the audience recalled the many award-winning advertising in recent years . We can easily find images , graphics, in which significance. This visual manifestations , the code ideographic visual image and plain sex . Also make people's traditional reading behavior has undergone a fundamental change. Makes reading body language no longer subject to restrictions on the level itself . Read the cultural enrichment of the principal requirements of the mind is almost reduced to only need to have a general visual perception ability to " visualize reading " the modern advertising to become universal , popular culture of a group of consumer behavior . Greatly improve the dissemination of results of modern advertising as a means of information dissemination Attention Economy explore the vanguard . Pursuit of information dissemination fast, intuitive features are highlighted .
It should be noted to be. Modern advertising visual performance is not only emphasized to the exclusion of all other visual sense : not dependent on the general sense of visual perception images. But relies on the existence of the visualization or visual . Heidegger 's "World Image" does not mean a picture about the world . But refers to "the world is conceived and grasp the image of the" " world images are not from a previous medieval picture of the world evolved into a modern picture of the world : better to say . Fundamentally world into images " humans have always been looked upon the earth with your eyes the . But in the past due to technical limitations . Humans can not use all of the world the way the image reproduced. " Existence visualization " is also limited to relatively simple and intuitive images depicting the image : And today increasingly advanced electronics and digital technology makes everything there is a way you can use the images presented constantly updated technology has put the entire world from a macro universe to microscopic cells ~ becomes visual objects.
In the modern advertising . People not only observed with the naked eye things can get the perfect present . Even the brain activity , heart beat , drugs play a role in the mechanism of the human body , and many other eye can not see , or even completely non-existent things have been complicated technology into a visual picture of one : one still in the planning the municipal engineering , residential real estate through electronic technology which allows you to stroll watching : flowers bloom , the long process of the passage of time , the effect of long-term use cosmetics can be oriented in an instant magic trick revealed : dreams, visions and various in reality illusory things in life can also be computer graphics , digital images simulated.
In the modern advertising . Visualization to become an excellent way we perceive things exist paths , visual symbols become describe, understand and grasp the world's major way . People from seeking information through visual symbols , meaning, and joy. People not only increase their knowledge in the visual symbols , but also visual symbols to relax , pleasant mood . Advertising visual symbols also create demand for consumers . Impact on people's thinking and behavior , to tell people what is beautiful and what is fashionable and what is hyun , what is the avant-garde. All desires , all ideas can be interpreted as an image advertising guru Jameson says: " Advertising is the deepest desire of those visual image through into consumer to go into ." Image shows a powerful tracing capability. It can be said , in the advertising visual manifestations . As long as you can think of. You can see , there can be visual .
Second, emotional appeals sharpening
In the modern advertising . Visual images is not only a medium for information dissemination . It is a sensory immediacy medium. It is this characteristic makes a variety of different visual image and the printed text , as opposed to printed text "linear" information dissemination . Visual images of the "list " of information dissemination feature so that people can be when you first saw it whole , strong impact .
For a long period of time . Due to various reasons. There is not much competition between products . Carrying advertising , just to seek from conceptualization , rational perspective to induce consumers can. Such as telling them what kind of computer is a dual -core, what is the most punctual watches and so on. ( Of course, the rational and emotional is relative. Rational advertising is still important today demands means of advertising , such as advertising in the consumer durables which are more multi-use ) of this rational appeals the decision of the printed text in the ad competition advantage. But compared to the past in terms . Especially under the influence of visual culture . Light in terms of its extensive advertising , the competition is becoming increasingly fierce competition . Advertising visual performance is increasingly prominent. Emotional appeals ads get people's attention. Wyatt has become the consumer to take a sword. Greatly surpass the trend.
For example: by shaping the success of modern advertising image and fashionable image , etc., the public's "dream" and the product linked. The use of modern television technology and anti- traditional " non- story ", "non things rational" montage . Organizational novelty , strong impact visuals to attract the target consumers' attention , visual sensory pleasure to meet and promote the production of consumer behavior . These ads are known for its warm, soft, natural and smooth image style, reflected through the value , free romantic , passionate seduction and other people to create an atmosphere and mood to render a kind of words intended to do endless back ignorant sense . So you have thoughts and feelings. Make you crazy. About your emotions so that you achieve " fantasy" depth , the consumer introduction of the " scenes , were I blend, reason go hand in hand ," the artistic realm . It constantly impact on people's vision. Impact people's feelings toward it and make you feel good about it . Finally conquered by it emotionally . In order to achieve the purpose of selling products or services .
Emotional appeal of modern advertising sharpening is highly congested in the information today . Advertising adapt to the times change . Close 've had too many advertising messages stimulation fatigue, numbness of the consumer as a strategy if the emotional freedom of artistic creation can be vague , esoteric . Others can not understand the words , emotional appeals advertisements hopes more intuitive and exposed , exaggerated emotional expression and catharsis. Reduce the rational dissemination of information , so that consumers in the case of unthinkingly accept advertising merchandise. Overall, in our " digitizing ", " resolution " of the era , visual performance and convey meaning has formed its own cultural logic. Advertising is no exception in this concept under the influence . The focus is no longer advertising rational convey product information . The focus of the question, and consumers to communicate a strong emotional visual impact is also for those who appreciate a kind of enjoyment in the flamboyant works . Gorgeous visuals can bring consumers emotional catharsis. And this catharsis is to communicate with consumers chips.
Third, the audience 's popularity
Modern advertising as a business marketing tool. It is a community culture that industrial and social development as the background to the globalization of modern media ( especially electronic media ) as a medium for mass production of contemporary cultural forms . Is in the consumer age or quasi- consumption era . By the consumer ideology to plan and guide the public. Adopt market-oriented mode of operation of contemporary culture, which is different from high culture consumption patterns has the obvious hierarchical ; also different from the local culture and mass culture , because the latter has obvious spontaneity. It is a modern industrial and market economy after the full development of the product . Is the mass scale , to participate in contemporary social and cultural public space or public domain.
"At present, the dominant visual concepts, sounds and sights , especially the latter , the organization of aesthetics . Commanded the audience in a mass society , which is almost inevitable" from the superficial point of view, mass society requires the public consumption and entertainment. The visual images shape is the most "popular" : a deeper reason lies in two aspects: " First, the modern world is a one city in the world . Metropolitan life and social way for people to see and want to see ( not read and hear ) a lot of things that provide excellent opportunities second . contemporary tendency is the nature of its desire to act , the pursuit of novelty , seeking sensation and the most able to meet these urgent desire than the visual arts component of the " former reveals an aspect of contemporary visual culture tends . It is a man-made environment. For people to "see" provides a great number of opportunities, but also for people to "look of desire" to create the conditions for the rise : the latter aspect is focused on the main aspects of the inner desires and impulses in this " contemporary tendencies" in action replaces the traditional aesthetic contemplation . The immediate reaction of the moment instead of it imply infinite experience. This is bound to " the pursuit of novelty , seeking sensation ." It can be said . The tendency of contemporary consumer society but the public body shape . Become the dominant cultural forms of visual culture it is inevitable .
With the development of social life . People work increasingly busy and stressful. In an interview with the information at the same time . Would love to recreation, entertainment and artistic enjoyment. You want your ads only to convey information, but there are entertaining, artistic aesthetic to meet the psychological needs , so . In this era of visual culture propagation . Public awareness of the rapid increase in the visual pleasure of looking modern graphic arts as a spatial existence , focusing on instant asking experience in front of the image to view replaces contemplation . Replace intuition meditation ; aesthetic ideal in the pursuit of visual impact on the mind shocking , that Benjamin outlined " aura " and " shocking" the spirit of this aesthetic is the modern pace of life , lifestyle and ideas in the typical advertising art reflects the desire of the consumer society as bulking agent . Certainly the most popular way to encouraging people's consumption desire to convey the information in the ad , something more than the visual discourse ( language ) expression is more intuitive and more effective . Also more easily accepted by the public and consumption. Visual performance has naturally become the best of modern advertising messages to convey a visual manifestation of advertising performance has become a typical reflection of popular culture .
Fourth, the manifestation of postmodernity
Modern industrial society in general advertising is spread in the form of advertising . It follows the modernist aesthetic principles , focusing on the normative expression , the actual situation of coherence and logic is reasonable. But in the audience tired of modern advertising rational and emotional appeal after appeal . Advertisers began looking for a new advertising appeals . The audience to be able to bypass the advertising boycott psychology. So modern advertising in post-modernity will naturally appear in front of people.
Visual manifestations of modern advertising postmodernity is built on a highly developed based on the economic life of affluence , showing a high degree of space technology , visualization, image and graphical class . Even without the subject , thanks to the materialization of post-modernity , is that everyone can enjoy , regardless of decency , nor Ya also vulgar , relaxing pastime postmodern culture in the postmodern theorizing . Showing a sense of emotional center of the image , not only in everyday visual ads stand out. Also occupies a postmodern philosophical thought most cutting-edge post-modern ideology emphasizes the role of advertising performance . Changed the modern advertising intuitive visual performance style, often absurd, joking , mocking , masochistic form of obscure and ambiguous intent . Weird way , the content blur , theme rebellion ; it has a strong negation and destruction of colors. Deconstruction and neglects the importance construct . These ads are targeted audience demands subconscious . Hope audience unknowingly accept advertising preached ideas, products , etc. for example . Taiwan Sunrise Department Store Advertising vast majority are in the consumer's personal subconscious is appealing . Advertising through camouflage, assertive consumer desire to quell consumer brand potential emotional resistance and commodities : The Benetton ad is based on social subconscious is appealing . Advantage of social justice in the name of concern for social issues and establish their own brand image in order to obtain maximum profits. Therefore , we have to think uh , visual manifestations of modern advertising postmodernity . Is the face of modern advertising audience fatigued , self- visualization strategy caused the failure of the transition .
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