The Research Of Emotional Expression In Advertising Creative

In the 19 th century,people may not able to see an advertisement a week.But now we have enter the era of advertising,the development of economy has brought the prosperity of the advertising.But in this time,The advertisement with emphasis of product function demand is no longer as effective,people care more about emotional needs.Because of this,the proper use of emotion expression means in advertising creative become particularly important,although the psychological study of emotion is quite deep,but in the field of advertising creative,The research of advertising emotion performance is still exist many deficiencies.In this paper,based on the theory of communication,advertising,psychology,supported by the a large number of classical advertising cases be collected,explore the inherent law of emotional expression of advertising creative influence audience and root causes,as well as the problems should be paid attention to by means of emotional in advertising creative advertising.This article is divided into five parts,the first part is introduction,mainly introduced the background and research significance of this article,and reviewed literature related to this study of Chinese and foreign,understand the present research situation,analyzed the results and lack of place,at the same time explains the main research method and related concepts defined of this paper.The second part is the theoretical basis and the present situation description,introduced the classification of the advertising creative features and the classification of the advertising creative expression method from the transverse angle,and from the longitudinal angle elaborated the current development trend of the advertising creative performance.The third part from the point of view of advertising psychology explained the influence of cannot be ignored and the important role of advertising effectiveness in the emotional expression of advertising audience's cognitive process including attention,understanding and acceptance stage.This part has laid a solid theoretical foundation for this paper.The fourth and the fifth part focus on discuss the the practice of using problems inemotional performance means of advertising creative,In the fourth part based on the current era background and current situation in the advertising industry,and elaborated in detail the advertising creative use of emotional expression in specific measures and the features of these methods show supported by a large number of instances.The last part is that put the theory instruction into practice,through the above theory instructions,and then put forward to the problems should be paid attention to in the advertising creative use of emotional.This paper argues that by using emotional expression techniques in advertising creative,convey the special value of the product,cause the audience emotional resonance,it caused consumers to purchase desire and action.So the key of advertising creative is make emotion become a part of the product and consumption,and can give product a new nature or rich it's original connotation.So advertising creative personnel should learn the value of emotional expression sufficiently and apply to the advertising creative.