Researching On The Sell Ability On Vision Of Plane-advertising

This research takes a angle from the visual communication,and looks the "The sell ability on vision of plane-advertising"as an object of study,that is to study how plane-advertising to use the visual elements to attract the readers attention and pursuade them to buy the goods or change their mind towards the direction which advertisers anticipate.Recently,the images become the important media of communication, and the phenomenon of visualization appears in every level of morden life. As the significant part of morden economy,the advertisings more and more use images to convey the information. Almost all the advertisings have a same aim which is to associate the goods , images and consumers,then persuade the consumers to buy the commodity,especially the plane-advertising which is mainly deppend on the images to convey information.The development of morden plane-advertising faces some questions:one is the competition from the advertisings on TV,Internet and mobile etc. The increasing rate of plane-advertising was reduced in the past years,some people even deem that "the development of plane-advertising enters into winter".The other question is the superfluous of image resources which makes the readers'eyes too tired and meanwhile impels them to pursue the more interesting and higher quality advertising pictures. If the plane-advertising want to go out of the "winter" ,there is one choice,that is promoting the actual effect of plane advertising. In fact,the actual effect which is the life of advertising is the realization of persuasive result,that is the reader's action and attitude changed according to the advertising. So,we pose the conception of the sell ability on vision of plane-advertising". The connotation of this conception is the ability to use the visual elements to attract the readers and pursuade them to buy the goods or change their minds. We send this ability as a criterion to judge the actual effect of plane-advertising."The sell ability on vision of plane-advertising"has two functions :the first is to attract the reader's attention;the second is the competency of visual persuasion to potencial consumers. The sell ability on vision which is different from the conception of the lash power on vision"is not only emphasize to use the paradoxical stimulation to attract readers,but also encourages the use of gentle visual elements to affect readers'mentality. Therefore, "the sell ability on vision"represents a wider and moreoverall development of the plane advertising's design. The second function——thecompetency of visual persuasion embodies the demand of advertising's actual effect. The visual persuasion that is to use various visual elements to persuade people to purchase the goods or change their minds. We know that to arrract the reader's attention is only the first steep to success,the last aim for advertising is to persuade consumers.So,we consider that the advertising is a kind of Influential Economy",other than the"Attentive Economy".The modern plane-advertisings mainly depend on the images to convey information,but there is no copula in the image language,so,the effect of visually persuade must rely on the association among the goods, images and consumers. "The sell ability on vision"which is no longer affected by the"Hypodermic Needle"theory in communication research ,is more respected for the reader's own thought. In fact,it's a kind of advertising which depends on the reader's comprehension of the images that contain the advertiser's sale intention.According to the question how to achieve the two functions of the"sell ability on vision",this thesis posed some methods which guided by the"Visual Psychology"and"Knowledge Psychology".For example,re-explained the design princile of plane-advertising,posed the new view that is to use the visual rhetoric to persuade consumers and discussed the relationship between the words and images.The research of "the sell ability on vision"is more important for the development of plane-advertising,and it gives more insruction for the design of plane-advertising. "The sell ability on vision"is a significant judgement for the actual effect of plane-advertising,it is a more important factor for plane-advertising to compete to the advertising onTV,Internet and mobile ect.And this reasearch has some benefit for the development of theories:Firstly,it summarizes the achievement of "Visual Psychology" theory and"Knowledge Psychology"theory,and gives a new direction for the plane-advertising study. It's a fresh attempt to the study of"Visual Communication".Secondly,the methods which gived by this article are more useful for developing the persuasion theory of advertising.Thirdly,the research of the sell ability on vision"has a more important effect for the advance of visual accomplishment theory".It not only helps the designers of advertising to design the more interesting and meaningful pictures,but also guides the comprehension of the consumers and makes them to understand the whole plane-advertising.