Analysis And Research On Emotional Design Of Advertisement In The Type Of Physical Training

With the emergence of homogeneity, the competition among advertisements seems to be especially fierce. The business circles dominate the market one after another with unusual tactics, thus emotional appeal advertisement becomes a form which is used to arouse sympathy relied on emotional appeal and effectively propagate the information of advertisement. As an object of study on advertisement in the type of physical training, the concept of emotional design motivation have discussed, and the emotional design principle of the three levels have resolved in the paper, indicating that the audience accept the emotional appeal of individual psychological needs of advertising content from the reflective layer. Then, in the emotional appeal of sports advertising of expression, the sports advertising strategies of emotional design have researched in-depth, with the combination of comparison, analysis of individual case and induction.First, on the basis of the theory of emotional design, the paper has given an explanation of the implications of emotional advertisement. In this paper the rational appeal and the emotional appeal are analyzed respectively. And each character of appeal in its own way is also summarized by comparison. Then taking emotional appeal as a main line, the culture significance relating to sports emotional advertisement is dissected through sports culture, business culture etc. Besides, selecting typical emotional advertisement for analysis, inducing the regularity of how to appeal emotional advertisements, deeply studying consumer's psychological needs, finding which form of advertisement to arouse the consumer's interest fully, summarizing design tactics of different sports advertisement are all the contents to be concerned with. Secondly, how to scientifically design advertisement is also analyzed in the paper from aspects and target audiences psychology, Finally, on the basis of the idea of emotional appeal, systematically and concretely linking emotional appeal with the sports culture, the scheme design of sports emotional advertisement may be carried out from the point of view of psychology and aesthetics with the method of unusual original idea and by the means of special expression. And the experimental result of the design scheme can be used to prove the author's viewpoint, understanding and thinking about the idea of emotional design, which fully embodied in the works.As was stated above, based on the present situation of the work of emotional advertisement at home and abroad, a method being followed in emotional advertisement design of sports is summarized in light of theoretical knowledge of different subjects, hoping that some personal creativity, thinking and ideas will bring help to the development of emotional advertisement.