On The Emotional Appeal In Modern Design Originality

Emotional appeal advertisement refers to that in the way of emotional persuasion,advertisement appeals emotions to and makes known the truth to the consumers,and in the end to make them produce favorable emotion and attitude to the product in the advertisement.Generally speaking,the stronger of the emotional activity one has,the easier for the occurrence of his purchase activity.Even we may say that,in most cases,the occurrence of the purchase activity lies on people'S personal emotions radically.Emotional appeal happens in this COndition.Emotional appeal is set beside the rational appeal,though rationalism design has its shortcomings,rational appeal still is one of the important appeal methods in modem design originality.Compared with rational appeal,emotional appeal design pays attention to the telepathy of the public'S emotional factors;it Can express distinctive artistic conception;value people's deep spirit need and to a large extent, weaken the stiff commercial odor in the modem commercial advertisements; therefore, emotional appeal advertisement is the new trend of the modem design originality and the advanced phase of rational appeal. The main aspects that differentiate it from the traditional advertisement appeal are as follows: the "humane care" in the emotional appeal advertisement becomes the most important cultural gene in modem design originality; it further evolves from the theoretical foundation of 'unity of nature and human' and 'telepathy of nature and human' which are brought forward by the 'moral theory' and 'ontology theory' of the Chinese traditional culture. Meanwhile, emotional appeal advertisement carries out its humane care spirit specifically in this way: work with the environment-protection enterprises of all human beings and transmit emotions which comprise the emotion for nation, the emotion for relatives, the emotion for families and the emotion for friends etc. and thus make it close to the goal of'building a harmonious society'.Emotional appeal is not omnipotent. The idea of it, on one hand, should conform to the mind of the consumers; on the basis of emotion, sentiment and values, it should care about people's inner world and simulate their inspiration for life; on the other hand, it should be consonant with the general cultural background and must be on the basis of its root national culture; it has more human-based factors.The design that attaches importance to the emotional appeal will shape up the unique compatible charm for the commodities; in this way, it makes the commodity that doesn't have any individuality posses distinctive features; at the same time, it finds a way out for the embarrassment of 'commodity-homogenization' and makes the commodities occupy a more competitive development position in the more and more fine-sorted market.Consequently, modem design originality should transfuse emotional factor. Taking emotion as the appealing point, emotioners induce public's emotional association, in which they achieve the purpose of the design originality.