Print Advertising, Creativity And Performance

Advertising idea and expression are so important that attract one's attention, change people's attitude toward the product and enhance the consumption. In the basic of correlative theories in visual thoughts, the thesis thoroughly studies in plane advertising idea and expression. Firstly, through analyzing the cases, the paper focuses on the effects to visual image in the process of creating and ones from other factors such as visual psychology. Secondly, by some examples of ad expression, the thesis analyzes the expression form and function of the graph, character and color, which are the basic elements in visual language, as well as the types based on the visual regular of layout design. Thirdly, it explains the relations between idea and expression in ad, that is to say, the idea leads its expression, and the expression shows the idea. It is the continuation and promotion of the advertising idea, and is the continual process of the advertising idea. Fourthly, the thesis sums up the process of idea and the rule of creating outstanding ones. It also enlightens to improve the theoretic basic of the designers and enriches the system info of ad idea. Designer must follow human visual thinking, think the advertising theme in a creative way, and achieve the creative performance after turning it into the visual language. Thus he will transmit advertising information accurately and skillfully to the audiences, make audiences implement the consumer behavior finally, and achieve the final purpose of print advertisement.