Research Of Aesthetic Value On The Emotional Appeal In The TV Advertisement

The object of this study is the emotional appeal in the TV advertisement. Through theform of case studies，this study dug aesthetic value of the emotional appeal in the TVadvertisement，with three aspects,which are the content of representation, the content ofexpression and formal beauty. Firstly, in the research of the content of representation aboutemotional appeal in the TV advertisement, analyzed representation of it, with four aspects,which are the function of commodity (or service), the social nature of human, commonscenes in a special perspective, history and culture the emotional appeal in the TVadvertisement represented. Secondly, in the research of the content of expression aboutemotional appeal in the TV advertisement, analyzed expression of it, with four aspects,which are emotional and psychological changes of human，emotional experience peopleaspire to（not people to people），feelings between people，positive life and values theemotional appeal in the TV advertisement expressed.. At last, in the research of formalbeauty about emotional appeal in the TV advertisement, analyzed formal beauty of it, withthree aspects, which are diversity and unity，rhythm and cadence，compare and contrast，symmetry and balance. Finally, this study summed up universal aesthetic value of theemotional appeal in excellent Chinese TV advertisements.