| The tempt of the toy began from the ancient time, and it will never disappear. In modern society, the child is a big social group that has great potential consuming ability. in our country , the toy market has great development potential. However, our country is a big boy making market, not a strong toy sailing. Under the serious competition, in addition to the severe economic situation, the function of the toy and propagate is becoming more and more important.Innovation is the soul of the advertisement, and it is also one of the fundamental factors that decide the success of the advertisement. The effective could increase the aesthetic feeling, artistic quality and artistic quality, and reinforces the power of the consequently, the quality and effect of the advertisement depend on the advertising creative, which is the key factor for advertisement. The advertising creative and advertising performance is important sectors during the advertising campaign. The excellent advertising creative and advertising performance could attract attention , impressed people deeply, change people's traditional opinions about some products and cause people to buy the products or services that are advertised in the advertisement.There are many researches that have been dome to find out the relation between children and children toy advertisement in western countries. Early in 1974, many American psychologists started to study children's understandings of the advertisement, children's attention to the advertisement. children's trust in advertisement, about their affection to the advertisement and about the importance of the children's attitude to the advertisement. In recent years, with the development of the child toy advertisement, many people in our country are beginning to do this kind research, but still have difference with western countries.On the basis of visual thinking theory, the advertising creative and advertising performances of the child toy advertisement have been discussed in this paper. First, the Child psychological characteristics and the basic conceptions of the children toy were discussed, and the development of trends toy market and the t situation of the toy advertisement were analyzed in this paper. Second, according to the investigation of children and their parents, together with relative cases, the effects of children psychological characteristics on the realization of the advertisement are found. The function of the children toy advertisement is summarized. The Child psychological characteristics of the deaf , dumb and blind children were Briefly introduced, and the difference of their realization about the advertisement among those three kind of children were researched. Third, the development situation of the child toy at home and abroad was analyzed, especially focuses on the analysis of the principals of advertising creative and advertising performance. Fourth, according to cases, the advertising creative expression ways were elaborated, including sensibility, rationality, and humour.story and grafting. The advertising creative leads the advertising performance. The advertising performance expresses the advertising creative. Five development trend of the children toy advertisement and the social responsibility of the children using products were summarized.Based on the consuming characteristics of the child group, the investigation on the children and their parents about their realization of the child toy advertisement was made. For problems of the child toys creative advertising, the advertising performance Strategy was researched by analyzing cognitive psychology of the consuming group, expressing ways of advertising creative .finally, the effective Artistic expressions of advertising creative for the child toy advertisement was proposed. |
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