Research On The Design Of Modern Commercial Demands Of The Emotional

In ever-improving socialist market economy condition, the enterprise survival, development and grandness, mainly depends on the product quality stringent guarantee and product information effective communication. Therefore, the enterprise on one hand we should accurately grasp market rules and pulse, develop cheap and marketable and proper products, on the other hand also want the ably product information dissemination to society to communicate among consumers, by consumers, so as to achieve, win the market's purpose. Advertising is the most direct and efficient product information spread the one way. In the design of advertising, emotional appeal people-oriented, is to let consumers to get emotional comfort and produce heart as the breakthrough, and get resonate social is extensive approbate, finally drive people's shopping psychological a more art more humane expression.Emotional appeals advertising, is through the emotional appeal to consumers do to initiate consumer buying action, thereby contributing purchase behavior of a kind of advertising types. Actually consumer is buying and use of a commodity in many cases is the pursuit of a kind of emotional satisfaction, or is its self-image show, enjoy the kind of process purchase. When a commodity can satisfy the demand in a consumer or fully embodies its self-image, so this commodity in the consumers' mind value may be far beyond the value of the products themselves. Emotional appeals from advertisers are not completely itself inherent characteristics of goods, but more to study psychological demands of the consumers, application of artistic expression way reasonable advertising creation, find the most can move the starting point, consumer emotional resonance to prompt consumers to accept an advertising in affection move in, triggering purchase behavior. In consumer expectations and demand increased today, relatively rational advertising is concerned, emotional appeals advertising can achieve more promotional products purpose, also more and more widely applied in modern commercial advertising in.Emotional appeal, showing the advertising is a strong emotional color and lyrical aesthetic concept that express emotions into design originality in. Emotional appeals advertising is through the use of product and emotional element to express the relationship between emotional needs, the contents of the advertisements is through vivid image, outstanding individual character, extraordinary creativity, varied artistic processing way to express out, make consumers produce experience personally feeling, and feel products with heart exerts direct communication, thus arouse consumer subconsciousness product requirements. Emotional appeals advertising at consumers spirit and psychological needs, expressed the consumer and brand, product and service related feelings and emotions, through to the customer and brand establishment, stimulate the emotion between consumers and the emotional resonance of consumer brands to a preference for speakers, products or services, triggering desire for consumption, to buy action.This paper attempts to analyze the current situation of emotional appeal advertising and explore emotional appeal and the modern commercial advertisement design, the relationship between the modern business that emotional appeals to advertising design in the important position; Through the analysis of modern commercial advertisements in emotional appeal, define the design of using the real feelings, art performance, based on the original and rational romantic general principles and the form; According to the different age, gender and group and so on the different categories of consumer psychology, the author found modern commercial advertising design marketing to change the internal causes; Finally, through the emotional appeals of advertisement design of modern commercial impact analysis, and looks forward to the modern commercial advertisements in emotional appeal, to grasp the future design and stylist puts forward corresponding limit the requirements; Thus advantage of modern commercial emotional appeals display ads.