The Reseach About The Essentiality Of Chinese Health Wine Packagage Design

Calling structure is a important theory in Receptional Aesthetic which is named by Wolfgang .Iser, he think that indeterminacy and space in text is a structure mechanism which can let reader to read. In other words, we stress the indeterminacy and space is a inherent structure in text and its characteristic, at the same time, we stress the reader are Significant for the text's meaning. Calling structure and the drawing design of advertisement have lots of coincidence by exploring the calling structure's theory. The thesis try to use the calling structure's theory to the drawing design of advertisement, we can scan the drawing design of advertisement on a new angle, on the other hand, we can use calling structure to instruct our drawing design of advertisement by studying the calling structure, and let the consumers become the main part of the advertisement really. Receptional aesthetic is a methodology, it has Significance for the other art research and it has the compatible with the other art, at the same time, it studies the other art , and the other art also influence the drawing design. The thesis try to discuss that the calling structure how to influence the originality and the way of expression in the drawing design of advertisement.We discuss that the calling Structure impact on the the design of advertisement in the point of speciality, We try to explore the way of expressing and the reason in the design of the advertisement and how to make the calling structure in the design of advertisement by analysing the successful case and calling design element and the way of expressing in the design of advertisement deeply.The design of the advertisement need determine the target and substance and format on the basis of researching the commodity's character and the market and the consumer. The design of the advertisement is a behavior of marketing and the aim is promoting the product for the consumers or pubilcizing the distinctive brand for the company. The design of the advertisement have the distinctive originality and the technique of expression by the artistic expression. On the day of prosperous business and the rapidly development of information industry, the consume drive the development of the the design of the advertisement and create a favourable environment for the market of the design of the advertisement. The market of the advertisement competes intensely and has lots of the different advertisement, some advertisement is difficult to forget and remain the profound impression, at the same time, some design of the advertisement is indifferent and will be forgot in the lots of the excellent advertisements.David who is a great master of advertisement said:"we need to attract the consumer by a good idea so as to buy your products, we must have a good idea,otherwise it likes a boat which be swallowed by the darkness " it was confirmed by some cases and is a wisdom. The strategy of advertisement can success or not is determined that the designer must excavate the artistic potential and expound the subject of the advertisement according to the practice of the products,market and consumers and if he can provide some distinctive idea and originality. If we can bring the consumers' attention and let them to accept in heart so as to inspire their appetency of purchasing is the pivotal and the only standard.