Visual Communication and Creative Design of Modern Product Advertising II

2 Description of Visual Myths

The description of advertising is generally divided into two types:

1) Functional description, description of the product in terms of technical, material or functional properties of Yuko's other similar products, emphasizing the value of the use of the product, which is the traditional way of appeal, it can provide consumers with a rational, scientific basis Convince consumers;

2) Try to create a "myth" that makes consumers believe in material happiness, and use the symbol or meaning of seduction and inflammatory symbols to make consumers get deep satisfaction and achieve the purpose of promotion. Obviously, in the increasingly fierce competition for commodities, the satisfaction of using functions has been unable to take advantage of the market. The value of commodities lies not only in their use value and exchange value, but also in the symbolic value. As technology becomes more mature, technological innovation and breakthroughs will not be realized in a short period of time. That is, the satisfaction of using functions has become a reality. However, the market needs fresh stimulation all the time. Concentrate on whether it has a symbolic value, who grasps this symbolic value, and whoever has mastered this symbolic coding method, whoever obtains the difference, will be able to label the product with a fashion, the satisfaction of this symbolic value. Material, conceptual, emotional, cultural. The product at that time was given a social purpose, which supplemented the pure material.” Today, when the technology is relatively mature, the creation of symbols in advertising design has become a means to establish product image and enhance differentiation.

The advertisement itself is the product of mythology speech, which is the interpretation of the product, the interpretation of the corporate culture, and even the deconstruction of the social ideology. The function of the advertisement is not to provide a copy of the realistic style, but to spread the product or commodity as a kind of meaning. It is like a Motorola V70 mobile phone, whether it is a beautiful appearance or a rotating cover-opening method. The charm of unique personality and charm. The slogan “The world is different for me” promotes the function and material appeal to the spirit, culture, and society, and describes the myth of “a machine is in hand, the world is changing” for consumers. This does not seem to be a mobile phone anymore, but a power bar that enables owners to have the power to change the world. The advertising personality is a magic stone, not only in the competition can be full of self-confidence, courage, and lead the fashion, subversion trend. The mobile phone in advertising has become a signification system, "it means the entire value system: a history, a geology, a morality, a zoology, a literature." Advertising will have a unique look The designed product becomes a product with abundant meaning. This product delivers and disseminates spiritual information to people, making them believe and willing to own it. Once purchased, the symbolic value of the commodity will be realized as a myth, while the content of the text is understood and accepted by the consumer.

In addition, today's large number of advertisements are no longer simply functional interpretations, but rather they disseminate a concept to a consumer, create a myth, or tell a story. If advertising is described at the first level, ie at the language level, of the function of the use of goods - because the unique design can give people the sense of stimulation and enjoyment, then the second level of the mythical system is directed at the people's mind - including conquest The desire, the possession of power, the victorious stance, the unrestrained patience, the social status, and so on. In other words, in the consumer society, in the face of fierce competition in similar products, advertisements embody the use value of the products, while their symbolic value and symbolic value that are more attractive and tempting are more evident.

3 series of advertising and visual impact

Advertising visual communication constantly adjusts its own image. Under the premise of completing the function of product promotion and brand promotion, it begins to deeply explore the humanized language of information dissemination and strives to enter a more humanistic state, not just a company. And merchants sell tools for selling goods. With the rapid development of the current advertising market and the ever-increasing convergence of competitive means, people began to have a clearer and more rational understanding of their advertising needs. Advertisers are also more selective about the choice of advertising agencies. Therefore, today's advertising needs to be repositioned. Converting people's attention to paying attention to people's attention. As a result, serialized advertising has entered our field of vision. Advertising design has unique aesthetic values ​​because of its large coverage and its close relationship with people's daily lives.

Advertising design has the basic characteristics of change and unification. According to the needs of delivery, the designer will subdivide the individual components of a complete creative into a group of small units. Each group of units is only a part of the entire idea, and includes an advertisement. Full advertising morphemes such as: graphics, text, symbols, colors, etc. Each unit must maintain its internal connection and form a relatively independent and meaningful picture. We can understand this way: Creativity comes from inspiration and develops along the linear, vertical, horizontal, reverse, or radiological lines, extending several possibilities. Choosing some of the possible clues for compositional modeling can be used to develop and improve the picture. The overall design should reflect Point, line, surface trinity of the overall relationship. The series of parts are like the leaves of the same tree. Although the specific details such as angle, posture, shape, and color are different, they have roughly the same structure and organization.

Change and unity are both contradictory and uniform, and determine the structure of the series. The proportion of changes and unifications should be different depending on specific categories such as product category, media distribution, and marketing cycle. For example, large-scale series of outdoor advertisements usually have a large spacing between works, and it is appropriate to adopt uniform and significant forms of expression to enhance continuity. For smaller series of printed advertisements (such as newspapers, periodicals, and brochures), because their works are relatively concentrated, it is appropriate to adopt significant changes in the form of expression to enhance the sense of richness. The elements of change and unification are not limited in terms of formal beauty and design rules. They can be one, or they can be several. They can be this element or they can be elements. Generally, the unified elements of a series of advertisements are concentrated in the signs and logos. , Symbols, and copy, graphics, colors often change more. (to be continued)

(Author/Huang Minggao Hunan University of Science and Technology)