Explore The Real And Fantasy Margins

This paper analysis the surreal works fromCannes Advertising Festival, discusses the influence ofsurrealism on contemporary advertisement creativity inthe creative method, ideology and other aspects. It isoften have seen the Contemporary surrealadvertisements. From the five most famousAdvertising Festival award-winning works can be seen,the proportion of surreal advertisements is rising in allcategories these years. Especially in the most influentialCannes Advertising Festival, most winners have theirstyle. Superrealism originates from French literatureand art genre. After Freud scientifically discoveredhuman “unconscious mind”, It takes “surrealistic” dream,hallucination, intuition and other mental state as thesource of art creation, proposes to break out logic，ordered experiential memory and reflects objectivethings truly. In the early period, it always special in thefield of literature and pure art. After several decades ofdevelopment, surrealism have area in design field, dueto its characteristic of extraordinary and attractive, playan important role in advertising. Based on this trend, thispaper analyzes graphic surreal advertise from theCannes Advertising Festival in recent five years, theaward-winning case. From the technique of expressionand the way of strengthen visual effect, gradually, getthe surreal way of thinking. At the same time, surrealismdesign thought and surrealism essence will connectwith each other. Finally, depend on systemize andclassification, sum up the influence and significance ofsurrealism design in advertising creativity.