The Research On The Visual Psychology Of Art Language In Public Service Advertising

With the rapid development of the material civilization, it is also extremely urgent to improve the spiritual civilization. Public service advertising can push forward the construction of spiritual civilization by advocating new spirit, new ideas and provide people with aesthetic guidance and education. That is why it still exist. Public service ads, with its social responsibility, educational guidance, emotional appeal and artistry, is quite different from commercials.It has the responsibility to promote social civilization and establish new social ethos. As the visual communication category, public service ads aims at attracting people’s attention, influencing people’s consciousness and behaviors unconsciously, then making people accept and understand it and thus spreading a positive energy.Public service ads is expressed by the visual language mainly, so whether visual language can express accurately and reasonably may influence the the public service advertising deeply. Different visual language may cause different psychological effects, thus bringing different kinds of advertising effect. This paper interprets the artistic language from the perspective of visual psychological orientation, and then analyzes the visual language from prospect of stimulation, requirement, understanding, analysis, perception, emotion, imagination, and memory, including visual psychology theory behind different visual languages. Finally, basing on the related theory of visual psychology, the paper discusses the possibilities of visual representation and effectiveness of visual language under time background and so on.