Research On The Innovation Of Emotional Symbolic Language In Chinese Contemporary Commercial Advertising Design

There are so many commercial advertisements in contemporary China.The Internet of all things has diversified and differentiated consumer needs,which requires designers to find new perspectives to gain consumer recognition.At the same time,the people-oriented design concept requires designers to pay more attention to people’s emotional experience from the needs of users.There is room for improvement in the application of emotional design in the field of commercial advertising.There is an urgent need for a complete scientific argument to provide a theoretical basis to change the current situation,so as to make China’s contemporary commercial advertising design better serve people.In order to solve the above problems,this paper takes Chinese contemporary commercial advertising design as the research object,and carries out a special study on Chinese contemporary commercial advertising design through the analysis of emotional symbolic language.The first chapter discusses the changes of Chinese contemporary commercial advertising design symbol language.After the reform and opening up,it is divided into three time periods for analysis,mainly from the surface symbol language aspects such as image,text,color and composition to describe the design of contemporary Chinese commercial advertising in detail.Through the above analysis,we can get the symbolic language characteristics of the functional Chinese contemporary commercial advertising which was prominent in the 1980 s,the creative Chinese contemporary commercial advertising which tended to be internationalized in the 1990 s,and the interactive Chinese contemporary commercial advertising design with multi-dimensional communication in the 21 st century.The second chapter summarizes the functional evolution of emotional symbolic language in Contemporary Chinese commercial advertising design.Based on the development of Chinese commercial advertising design in Chapter one,this paper analyzes the reasons for its changes and finds that advertising as a carrier of information dissemination is not limited to commercial functions,but should also tend to its social functions,strengthen the release of meaning and improve service experience.Through the analysis of the first two chapters,it is not difficult to find that its design tends to be emotional,which lays a foundation for the innovative application of emotional symbolic language in Contemporary Chinese commercial advertising design.The third chapter is about the innovative application of emotional symbolic language in Chinese contemporary commercial advertising design.This chapter mainly discusses from four aspects: first,the interpretation of emotional symbolic language in Chinese contemporary commercial advertising design,including expressing warm love,creating a humorous atmosphere and arousing nostalgia;The second is the extension of emotional symbolic language in Chinese contemporary commercial advertising design,including highlighting the national genetic code,integrating the international fashion trend,and showing the multiple personalities of the times;Thirdly,emotional symbolic language reshapes contemporary commercial advertising design in China based on image,color and copywriting;The fourth is the presentation of emotional symbolic language in Contemporary Chinese commercial advertising design,including restoring the truth of goods,highlighting the goodness of human nature,strengthening the communicative function,returning to the spiritual home,extending rhetorical thinking,and strengthening visual appeal.The above has conducted a complete system research and Discussion on the innovative application of emotional symbolic language in Contemporary Chinese commercial advertising design,and this chapter is the top priority of this paper.The fourth chapter gives a comprehensive overview of the aesthetic perspective of emotional symbolic language in Contemporary Chinese commercial advertising design.Taking the aesthetic culture as the starting point,this paper makes a systematic explanation from two aspects: the transformation of aesthetic consciousness and the reflection of aesthetic culture of contemporary Chinese commercial advertising design based on the emotional symbolic language,and this part is the distillation of the previous chapters.