Aeathetic Research On The Visual Image Of The Cosmetic Advertising

After the society goes into the reading times, people pursue the fashion and accept the visual image gladly, the advertisers try their best to make good productions to attract the audiences'eyeballs. The audiences often say I like this cosmetic advertisement, because the actor is a star, but they have neglected that the stars only can't make so good advertising, and they don't take themselves so beautiful or handsome. So we will discuss what cause advertising tend to the aesthetics except for the reason of star effect.Cosmetics refer to "the chemical industrial or fine chemical products which distribute in any parts of the body surface, such as the skin, the hair, the fingers nails, the lip and so on, for the purpose of cleaning, hairdressing, maintaining, modifying and changing the appearance, or fixing human body odour to maintain good condition, by the method of daubing, spraying or other similar approaches,." So the cosmetic advertisement spread the function of this definition, fully mobilize the imagination of the designers to make the limited items become the infinite originality. It uses the common things that consumers often touch to hint the audiences'psychology and make the audiences naturally accept cosmetics. When designers design the visual image of cosmetic advertisement, they often make use of color, shape, font, lighting, sound techniques, etc. to interpret and package.In this article, author only take the voice limited in the television advertising, as the author try to discuss the visual image of the cosmetic advertisement. In television advertising, expect for the visual, we should also use the audio feeling to experience the beauty of the whole AD works. Corresponding to the visual image, consumers will also show their advertising aesthetics and remember the AD features, then remember this cosmetics brand through the degree of color and exaggeration. So the purpose of advertising that we do comes true.We can say the aesthetic value of the visual image in cosmetic advertisement is in the design process of the whole cosmetic advertisement, because of its utilitarian, cosmetics advertisements make the designers have to face the problem. The purpose of utilitarian advertising implanting is very strong. First, it should make the audience accept this advertisement. Second, it should make the audience like this advertisement. Finally, it should try their best to make the audiences like cosmetics of this brand, then consume things of this brand for they like this brand. This is the dominant utilitarianism of advertising. And analysis on the recessive utilitarian of advertising from the perspective of ideology is a long forming process. Maybe in the beginning of the recessive utilitarian, it is just a pure performance of the dominant utilitarian, however, as time goes on, some advertisement says a cosmetics brand stands for that era, for example, when we speak of "cold cream", a kind of skin cosmetics often used in that age, which is the represent of the 1960s and 1970s. We can say this typical cosmetics is a result of function of the potential ideological recessive utility,Cosmetic advertisement experiences the baptism of passing years, just like the silkworm morphs into a butterfly. Experienced the modern, the contemporary and the postmodern, works about the visual image of cosmetic advertisement become more completely, and constantly hit audiences'eyes. But times constantly go on, along with the development of times, consumers'appreciation vision for beautiful things continuously improves, which also enables cosmetics ads to innovate. We can't forecast the visual image of the future cosmetic advertisement, but we are sure that it will get better and better based on the creation of the predecessors.