Emotional Design Of Commercial Cyber-media Advertisements

Emotional design is an important element and the future direction of modern advertising creation. With the diversification of people's concepts of consumption, the worldwide advertising industry has emerged the tendency which lays more and more emphasis on emotional design. The novel idea of this thesis lies in the explanation of necessity and inevitability of the usage of emotional design in the process of creating commercial cyber-media advertisements in the future, from the perspectives of marketing, social-cultural studies, psychology and by means of logical reasoning, exemplifying narration, case studies.First of all, emotional design is helpful for the enterprises to carry out customer-centered marketing strategies. At the present moment, marketing on Internet has become one of the most important methods for corporations to hold market resources; thus the online advertisements by means of emotional design can promote to make the brands popular immediately and to get the consumers'enjoys and supports. Secondly, emotional design is aid to set up effective cultural communications between the companies and audience, through online advertisements. Social cultures are the unique wealth of humanity, which are considered outlook on cultural values as the subject, particularities of languages as the contents and cultural differences as the characteristics. Emotional design enables to make commercial cyber-media advertisements rely on different kinds of cultural images, mobilize the audience's mentalities and find critical points between the products and social cultures, so as to obtain good economic and social benefits. Thirdly, emotional design is conducive to satisfy the customers'various types of psychological demands and stimulate their consuming desire. From the analysis of the buyers'general purchase behaviors after contacting advertisements, there is an incremental process, i.e."cognition of commodities—demands of commodities—enjoys of commodities", in which contains a wealth of motivations of cognitive psychology, psychology of needs and psychology of design. Besides, on the basis of the concept of"to move people and to strengthen cognition", emotional design is also able to make use of"teaser communication" to capture the information of consumers'demands and change the customers'enjoys into instincts, behaviors and habits, through"moral of the situation".In brief, the aforementioned three perspectives will play an active role in the field of the study of emotional design over creating online advertisements, because all of enterprises need to grasp the consumers'feelings correctly and firmly, no matter how they make marketing strategies, how they set up their images on public or how they hold the audience's psychological trends. Obviously, only on the basis of"impressing people's spirits"can the advertisements get good effects of publicity; only by means of"pleasing people's senses"can the companies stand in the fierce market competition.