Difference Of Youth And Figurative Abstract Advertisement Advertising Visual Attention

In this study, ones who were born between1985and1990while are now enrolled in college are chosen as the subject, to whom eye tracker and questionnaire are utilized to analyze the differences of their visual attention to abstract ads and concrete ads.As the speedy development of the society, the generation after85’s or90’s, who were born and lived in a multi-culture context, comparing with the main consumptive power in the present market, tend to have a different visual aesthetics. However, adaolescents of this generation, along with they are stepping into the society, are convinced to be the new main consumptive power in the future market. This phenomenon would be particularly evident in China because those generations in China, who had a strikingly different growing context than before, thus would be given a unique aesthetic standard and consumption concept. To select adaolescents as the subject for ads study, therefore, is not only of realistic meaning but also, to some extent, of future significance.Picture expression is crucial for a print ads designer when designing. Yet to choose whether abstract visual expression or concrete visual expression has no absolute formula but depend on different audiences.In this research, experimentation is chosen as the main research method while several abstract ads and concrete ads, which are with evident characteristics, are selected as the research contents and classified into3parts. Specifically, the first part focuses on image-transforming between abstract form and concrete form while the other two parts are all abstract ads and concrete ads with evident characteristics. Additionally, questionnaire is chosen as the main assisted research method and utilized for data collecting in the subsidiary experiments, which, includes a subject investigation for the eye movement experiment, a analysis of the target’s consumption habit, the ads-reaching, etc.From the results, target tend to has a higher acceptability of concrete ads than abstract ads. Yet in the meanwhile, what mostly impressed the target is the abstract ads which with a image-expression of a combination of both abstract and concrete elements or of abstractly ordering concrete elements. And it is worth noticing that the target’s preference for the concrete ads and their emphasis on image innovation is convinced as a subject conception since they do not have received continuing abstract visual stimulation during their growth.As for the print ads designer, for the ads that mainly targeting this study subject as the main consumer group and audience, if the original intention is to persue for the visual impact and make the image be impressive and long-lasting in the shortest period, the concrete ads is strongly advised as the expressing method. On the other hand, if the original intention is mainly targeting such innovate product or brand in particular while with a audience who has a strong acceptance, or intend to express some abstract information, then the abstract ads could be chosen as the expressing method.Abstract ads also includes visual plane advertisement (i.e. combination of both concrete visual ads and abstract visual ads, addressed as the abstract visual ads in below), which, not only to express an image formed with both abstract elements and concrete elements, but also could abstractly order the concrete elements, which eventually create new sight formation. Print ads of this kind has been convinced receiving the most recognition from the subject in this study and considered as being comparatively innovative.Indeed abstract ad and concrete ads each has its characteristics, however they share similarities too. For instance, the overall picture composition, relationship of color among various image elements, level of detail, etc. among which the relationship among image elements is the key for designing. Specifically, the main elements and context elements must set in a evident contrast relation thus would lead to better picture-expressing.In this study, the increasing media literacy of the subject’s generation as consumer, in the meanwhile, implies that their requirement for the brand and quality is increasing as well. As they will become the main consumer group in the future, it is crucial to add particular elements in the on-showing ads that are more attractive to them according to their preference. Therefore, the brand image to those future consumers will be deepened and strengthened thus result in competitive future marketing seizing in advance.