Perspective In Modern Advertising Creative Research

80 years since the 20th century, more and more advertising to the style of presentation in front of us - stream of consciousness, post-modern, weird doctrine, these bizarre terms to the original simple complicated by advanced advertising creative again. "First View" advertising in such a large environment came into being, it appears to the audience a whole new sensory experience, which to some extent, the fractional enrich artistic expression, the narrative method of advertising is more creative free, freedom, it is to the surface of the eccentric, the expression pattern of disordered stiff challenges, and achieved good artistic effect, get the audience's approval. This article attempts to start the visual functional characteristics, from the "first view" strategy combined with creative aesthetic philosophy of life, on a "first view" as the focus of modern advertising creative strategy specific manifestations, the corresponding jump thinking methods and bring in the life aesthetic thinking in a more in-depth analysis. Paper is divided into five parts.The first part of the vision and perception from the perspective of the "first view" basic explanation. From the start of visual functional characteristics, the natural properties of visual awareness of the visual with the initiative to rise to a deeper level of understanding, recognizing that a positive vision because it is completely dynamic activities. ? Rudolf Arnheim with the "thinking" theory of knowledge, we can see the interaction between vision and thinking, our thinking always influence what we see, and see what would anti- come into play on the mind. Combined with cognitive grammar, cognitive linguistics theory of modern advertising in the "first view" be defined.The second part focuses on the "first view" of advertising creative strategy psychological and aesthetic significance of life. Introduced Le Weizi and Steiner model of psychological response on consumer advertising and the content of Maslow's hierarchy of needs theory and some tools of the concept and the theory that the "first view" advertising links. Affirmed the "first view" advertising aesthetic significance of life, the art of advertising by the United States, the aesthetic life, the aesthetic understanding of the concept, from the perspective of creative strategy, combined with the first aesthetic philosophy of life, summed up with concrete examples of the "first Perspective "advertising aesthetic significance of life.Specific examples of the third part of the "first view" advertising creative strategy in the modern form of advertising performance, with specific examples summarize the main lens-type scenario, limb identity, look into the eye and the visual symbol of surrealism and the four Manifestations methods. On the "first view" as the focus of modern advertising creative strategy specific manifestations, the corresponding jump of thinking and bring life aesthetic thinking in a more in-depth analysis.The fourth part of modern advertising in accordance with the "first view" of the theory of Creative Strategies, research, creative practice in the graduation of the "first view" application of creative strategy, creative practice in the graduate creative ideas, practice performance, practical experience and so the statements are made.The fifth part of modern advertising by the "first view" creative strategy both theory and practice of research, comparative analysis with concrete examples summarized six "first view" of modern advertising in the form of language in creative ways: "First View" in the direct display, the "first view" of the reasonable exaggeration, "first view" of the arrangement of suspense, the "first view" in the small See big, "first view" of the loan analogy, the "first view" of the environmental media.