How are commodities positioned in advertising design?

This is the basic requirement of advertising design.

The content of the appeal is mainly the product itself. When the appeal point is the appearance and style of the product, the focus of the appeal point is to show its shape and texture, such as jewelry, fashion, watches, cars and so on. Some products do not pay attention to appearance, such as drinks, canned food, alcohol and cosmetics. The appearance of the product is just packaging. Although the producers have put a lot of brains into packaging and tried their best to impress customers, it is still difficult to reveal the characteristics of the products through packaging. Therefore, the demands of such products are mostly accompanied by other contents.

The purpose of the appeal is to determine who is the buyer. A soap is targeted at men or women, and a drink is suitable for the elderly or children. Advertising photography is creative expression according to the determined target buyers. Marlboro cigarettes, for example, were originally female cigarettes in the early 1950s. Due to poor sales, the manufacturer decided to ask the advertising company to re-plan and determine that the original gentle female Marlboro was positioned as a young man. Due to the accurate positioning of the object and content of appeal, Marlboro cigarettes have been successful in one fell swoop, ranking first in global cigarette sales for decades. Therefore, market research is the basis for determining targets and target buyers. Only by determining the orientation of the appeal can we clearly tell whom.

Appeal mode is the core of advertising design conception, which can be divided into emotional appeal and rational appeal. Emotional appeal, also known as indirect appeal, makes customers feel emotional by rendering an atmosphere or emotional appeal. Emotional resonance. This way of appeal is mostly used for alcohol, cosmetics, fashion and other commodities, because such commodities mainly meet the spiritual needs of customers. Absolute vodka in Sweden is a colorless, tasteless and odorless vodka, which needs to be drunk with flavoring wine. In the 1980s, it was rejected by the American market because it was not as famous as Russian vodka, expensive, deceptive in brand name and ugly in bottle image. But by 199 1, this wine has become the first imported brand in the American wine market. The secret is that advertising creates an elegant and intelligent wine. Self-confident and mysterious brand image gives consumers a feeling of self-confidence, freedom and elegance, and driven by this feeling, they have a strong desire to buy. This is the psychological function of emotional appeal. Rational appeal, also known as direct appeal, is a kind of appeal that focuses on the use value of rational customers or products themselves and needs to convince people by reasoning. This kind of advertisements convince customers and gain trust through product performance introduction, quality assurance and after-sales service, and are mostly used in industrial products, food, medicines and other commodities. The main purpose of rational appeal is to show the characteristics of products. Therefore, the photographic language used in such advertisements is less emotional, and its creative focus is to make full use of photographic means to obtain a true, beautiful and excellent product appearance and structure. The positioning of advertising design actually requires designers to be familiar with product information and master customer psychology. The success of an advertisement often depends on the advertisement design first, and the successful advertisement design depends on the accurate commodity positioning.