Research On Visual Appealing Elements Of Jeans' Print Advertisements

Since China's accession to the WTO, the people's living standard rises each passing day. Internationalization development has been more and more obvious in China. Jeans has become a popular clothing item, however, Jeans'brands are expriencing a serious coessential change. Print advertisement, as one important means of jeans brands'publicity, has a major impact on whether or not can an ad stands out from massive advertisements of similarity. With a visually appealing print ad, competitiveness are enhanced, also the economic benefits shall be increased to achieve a maximization. Hence, researches on jeans brands'print advertisement effects are indispensable for the jeans enterprises.Considering all facts listed above, this paper selected a specimen of nine famous representative Jeans Brand:Levi's, Lee, Calvin Klein Jeans, Diesel, Only, Wrangler, Texwood, Edwin and ERQ, thoughtfully and intentionally chose twenty-eight print advertisements published in 2010 to be the subjects of print ad's visual appealing elements research.Firstly, consulted with fashion designers and experts professionally related, by means of Delphi method. Reaching the conclusion that four major elements of visual attention points of Jeans Brands'print ad are as follows:images, messages, color and layout. Twelve minor elements were summarized as:Image elements appearence form, main body of image elements, background of image elements, Message contents, Message style, Message length (numbers of advertising slogan), color of backgound, color of clothes, color of message text, color of logo, Graphic proportion, Position of Logo. First stage of research was completed under the guidance of my supervisor.Secondly, by means of the questionnaire survey on the consumers of jeans advertisement visual elements in costume element, character models attitude factors factors, the scene factors, impact factor, color narrative factors, factors such as the degree of attention to advertising language, with Li Ke five point rating scale to measure, through the comprehensive scoring response consumers of jeans brand print advertisement the visual elements of the attention point.Finally, comparative analysis is delivered between common consumers'jeans advertisement visual elements attention points and the designers' focus in the design of jeans print ads. Conclusion is reached that in the respect of image element, designers and consumers share similar opinions, but in the color design, although the designers'effort in consistency of color, its effect on consumers impact are small. Designers in the process of designing jeans print advertisements, often add text, but from the consumer's point of view, little concerns are given to the text in a jeans print ads. As for the layout design, designers strive to show their creativity, make the advertisement narrative, but base on the current consumer research, designers have fail to show the story, or move the consumer, consumer pays no attention to the advertisement of the story.This paper have practical meaning as for the studies on methods through which that jeans brand enterprises may improve their own level of advertising, in order to attract consumers' attention, build brand advertising image, enhance jeans brand advertising humanization design, and promote chinese jeans industry to stage on a process of branding.