Rational Use Of Negative Attributes In Graphic Advertisement Design

Advertising appeared with the emergence of commodity production and exchange,and the development of advertising reflects the social and economic advances.From the original huckster and physical advertising to today’s dazzling media advertising,this industry has experienced a long development process.Print ads,as a widely used form of advertising,has become an artistic act which is communicating with audience by visual semantics.When designing the print ads,how to create the work with originality,and how to convey the advertiser’s demands and product information simultaneously,increasing the audiences’ recognition,is a study-worthy subject in this picture-reading era.The print ads design industry grew rapidly in the second half of the twentieth century.Affected by surrealism and other postmodern art style,in terms of creativity,the print ads reflects the rebelliousness against the objective reality and the established tradition.This approach not only increases the originality and artistry of advertising works,but also makes them more attractive,adding the value of advertising.This phenomenon is similar to Adorno’s "negative view of art" which claims that art expresses reality by denying reality and tradition.Therefore,this paper attempts to discuss the negative attributes in the design of print ads from the perspective of Adorno’s aesthetic theory.This paper is divided into five chapters,of which the fourth and fifth chapters are the focuses.The first chapter is the introduction part.It mainly makes a general statement on the research background,the research status quo at home and abroad,and the research value and significance of the negative attributes in the print ads design.Through the collected literature and individual understanding,the second chapter mainly describes the meaning of the print ads design and the connotation of the negative attributes separately.Moreover,the negative attributes in the print ads design and their characteristics are analyzed.Based on the concepts illustrated in Chapter 2,the third chapter collates and summarizes three manifestation patterns of negative attributes used in print ads design,in terms of concept,visual sense and modes of presentation.From the perspective of the visual appeal of advertising,the depth of information transmission and the breadth of communication,the first part of the forth chapter elaborates the advantages of print ads with negative attributes,while the second part analyzes how to properly use the negative attributes in print ads design and sums up a set of principles from the angles of creativity,visual presentation and display forms.Combining the content discussed in the previous chapters,the last chapter analyzes the express techniques of negative attributes in print ads design,namely how to make ads have the negative attributes,from the aspects of abstract concept,concrete visual presentation and the display of advertising itself.