Analysis Of Film And Television Advertising Psychological Application Empathy

This paper uses the method of empirical reference and combining theory with data analysis to explore the application of the “Empathy” in film advertisement.The paper is based on the specialized theory of Cognitive Psychology and Color Psychology,takes propagation process of film advertisement as its main thread,to discusses the process of visual perception,the theory of “Empathy” and its development,and studies the practical application of “Empathy” skills in film advertisement.The author tries to summarize the theoretical significance and practical value of the “Empathy” skills in film advertisement through systematic induction.The film advertisement generates emotional empathy for the audience through the stimulus of the visual image."Empathy" is a psychological emotion,It manifested as "affective identification" and "psychological inclination" which will be converted to consumer impulse or brand identity.As the physiological basis for film advertisement stimulating the emotional empathy,human's visual perception system is complex.Therefore,this paper will firstly analyzes and discusses the human visual system through the imaging principle of eyes,color vision theory and brain neural system to provide theoretical support for “Empathy”.In the color vision theory,the paper will describe the Trichromatic theory,Opposition theory and Stage theory respectively.And to analyze the brain parts of the brain's nervous system about visual feedback.Visual perception system is the transfer mechanism of visual stimulation,which determines the way and method we accepting the external world,and it interacts with other cognitive systems to produce psychological and physiological responses.In addition,this paper holds that the “Prior knowledge” that already stored in brain is also be one of the preconditions to produce “Empathy”.Therefore,in this paper,the author analysis the template matching theory,video storage theory based on cognitive psychology,to discuss the relationship between the visual perception system and “Empathy” from different angles."Empathy" is an important emotional symbol in film advertisement,but we can't simply pursue the maximum "Empathy".The way and intensity of "Empathy" should be based on the actual content and environment of film advertisement.The purpose and appeal of "Empathy" could completely different due to different product planning.In this paper,"Empathy" skill is analyzed through typical cases,to discuss the process of using "Empathy" skills and its methods according to the theory of cognitive psychology and color psychology.“Empathy” skill has extensive application space in the fields of film advertisement,understanding and using “Empathy” skills in a appropriate way will enhance the value of film advertisement.In the future of virtual technology and artificial intelligence approaching perfect,VR,AR,MR and other technologies will also become increasingly mature in film advertisement,traditional film advertisement forms will encountered greater shock than ever.In a more realistic visual environment,the application of “Empathy” skills will be more abundant.But no matter how the technology changes,advertisement's idea that serve for the mankind will always be the same.