Ambient Media Touches The Feeling Of AD Consumer

Ikko Tanaka, one of the most famous Japanese Visual designers in world, said that a good advertisement not only should be well elaborated with fresh ideas, and should achieve this idea with very thoughtful means, and its theme should be buildup like plastic arts, but also be the part of daily life to consumer. Reading advertisements shell be in a very normal and nature way to them. Insofar to know that nobody cares about the superficial salesmanship which cannot touch the feelings of people.As we all know, Customers is the core of Advertising. The content of AD is no long the only problem we should pay attention to while we want to achieve the goal of advertisement "The way you say it", "the way you release the information", "the way you infected the customers'decision " might pretty important, too. Nowadays, advertising made a big change from" transmit information" to "infect the customer". Some non-rational factors, like Personality, feelings, participate all be called in to service to reach to customers'thoughts and demands. The importance of my thesis is to expose the effect from ambient infectors in advertising."Ambient" as a virgin soil cultivated by new tech., idea and in-date demand of people between the customers and AD when we want to take a close look to the AD whom showed in the public place, we figured out that ambient infectors play a lead part in advertising not just be an "aura way". Not long ago, "Ambient media" first show in D&AD in England, it different from Poster and Video AD to be an independent award. In this thesis, I will do an anatomy to the "Ambient media" which not very well know now in order to give more choice to the AD designer to achieve their works.To know the effect of ambient media, I've done the following works.First, I collected a lot of AD case in the public place in Shanghai, and also got a lot of foreign AD case which made a very successful connect with its ambient from books and datum cause it can be a very persuasive testimony to my thesis. Second, I looked into and analyzed the behavior of customers to figure out the feeling of customers, because every body is saying its feelings. Third, visual communication is based on psychology of cognizance, but the psychology of cognizance paid less attention on the customers'feeling. I read a lot of books of psychology and consult to the professor of psychology only to know the emotion better.To sum up, the conclusion of my thesis is that use the advantage part of ambient media can make an addict AD environment to customer. In my thesis, the "Plan AD" in my thesis is not the paper-printed AD. It means the AD have plan characteristic. To have that plan-impress, the AD should have three conditions:First, the transfer of information is by visual mean, not in audiovisual like film and movie, or by linguistics like languages. Second, it should looks "'plan", three-dimensional character is not in evidence. Third, it should not inactive the "rudimental visual of motive", like animation.To satisfy the demands of purpose of AD, "the positioning of brand identity" and "multi-media spread" is the heading of AD-development. We can see that the harmony of the different Medias is in evident. The disadvantage of tech. will be in a fade away. "The era of big design" is coming, when design is not divided by media but by its intention.