Research On Application Of Surrealist Photography To Jewelry Print Advertisement

The motivation of jewelry consumption among Chinese young people is changing.The traditional purchase motivation is preserving value and inheritance,but nowadays the motivations of daily clothes matching,pleasing oneself,and showing aesthetic taste are getting stronger and stronger.Domestic jewelry industry branding development strategy is on progress.As an important means of spreading the brand’s unique spiritual concept and shaping the brand image,advertising is particularly important for its creative concepts and expressions.Surrealistic jewelry advertisements have a visual and creative aesthetic,which not only attracts attention but also triggers associations,and even makes people cannot forget.This article starts with the concept and expression of advertising creativity,and introduces surrealism as a creative solution for jewelry advertising.It is proposed that Surrealism has a good agreement with jewelry advertising.Surrealistic ideas and performance methods have unique advantages in solving jewelry advertising problems.Based on the study background in the direction of visual communication,I try to summarize the advantages of surrealis photography applied to jewelry print advertisement,and why there are these advantages,and intend to provide rich artistic expressions and conceptual references for jewelry print advertisement.Based on the background of today’s powerful digital art technology,this article attempts to explore the advantages of surrealist ideas from the history of modern art and the application of its expression techniques in commercial advertising creation and brand image building.Research on the history of modern art and the history of photography,and comprehensively apply theories of branding,marketing psychology,consumer behavior,advertising,communication,etc.,through advertising case analysis of well-known jewelry brands,and questionnaire surveys ‘The recognition of jewelry advertising’,combined with the practice of photography,from the four perspectives of jewelry characteristics,brand spirit,consumer demand and motivation,and advertising creativity,draws four advantages of surrealistic photography in jewelry print advertising: first,surrealist photography is conducive to displaying the physical and spiritual characteristics of jewelry;second,surrealist photography is conducive to realizing the spirit of the jewelry brand;third,surrealist photography meets the consumer ’s spiritual aesthetic needs and purchase motivation;fourth,surrealist photography techniques are conducive to creative advertising performance.