Artistic features of advertisements

Advertising technology is an early branch of advertising system. The research of advertising history proves that the development from the primary stage of original advertising to the advanced stage of modern advertising is mainly the progress of advertising technology. This progress is made by the development of mass media brought about by scientific progress. Advertising design technology and production technology provide a lot of materials for advertising research, especially accumulated a lot of experience in print advertising design. After the 20th century, due to the development of marketing and advertising psychology, aesthetics and sociology, it provided a scientific theory for the research of advertising technology, thus making advertising technology enter a stage of rapid development.

The ultimate goal of advertising is the effect of advertising, and the effect of advertising depends on the design and production technology of advertising. Therefore, the systematic study of advertising technology will provide scientific theories, skills and principles for the design and production of advertisements, and make the advertising publicity effect more remarkable.

This chapter can only make a general introduction to the relationship between advertising and various disciplines, and the series of Advertising World published in the future will also make a special introduction respectively.

Section 1 Advertising is a comprehensive engineering application technology.

Advertising is a comprehensive engineering application technology. This is because advertising not only uses photography, photoelectric technology and other technical means, but also takes economics, photoelectric science, art theory, sociology, literature, aesthetics, painting and psychology as the theoretical basis of its design and creation, which is the practical application of the theoretical principles of these disciplines.

I. Advertising and economics

Economics is a science that studies various economic relations and their development laws, and advertising is an information bridge connecting production and consumption in social and economic life. Therefore, advertising is closely related to economics. In order to promote industrial and agricultural production, accelerate commodity circulation and improve people's living standards by transmitting the information of goods and services, advertising activities must use economic theory to study and analyze the operating laws and current situation of commodity markets, so as to coordinate advertising with economic policies of social departments, make advertising fully play its role and improve the economic benefits of advertising.

Second, advertising and sound, light and electricity science

The development of modern mass media is based on the application of modern sound, light and electricity technology, and it is the result of the wide application of sound, light and electricity scientific theories in daily life and social production. The development of modern advertising is the result of the development of modern media.

Modern advertising widely uses advanced media and modern sound, light, electricity and chemical technologies to design and produce advertisements. With the development of radio technology and the popularization of modern information and communication technology, newspapers can be quickly distributed nationwide by fax; Radio and television advertisements can be quickly spread to all parts of the world through satellite broadcasting; With the development of photography technology, large-scale advertising photography has replaced advertising painting; Due to the development of electronic technology and the popularization of electronic computing technology, computers can be used to analyze a large amount of market information and design various advertising patterns, thus making advertising design and advertising planning more diversified. Therefore, the comprehensive application of modern sound, light, electricity, culture and other technologies makes advertisements present unprecedented colorful colors, which greatly enriches the form and content of advertisements and makes it easier to express the texture, color and appearance of commodities.

Three. Advertising and social sciences

The relationship between advertising and social science is mainly manifested in the application of some basic principles of psychology, management, journalism, sociology and history. Because advertising is a comprehensive economic activity, involving all aspects of social and economic life, and to a certain extent, it has an impact on social and political life and social and cultural life, so it is extremely necessary to apply the basic principles of various basic theories, and at the same time, it can enrich the technical expression methods and contents of advertising.

The application of advertising to psychology is first manifested in the discussion of advertising psychology, and then through the application of psychological knowledge in advertising activities, advertising design and production, advertising can influence the psychological process of consumers and make advertising play its due psychological effect. The extensive application of advertising psychology in advertising activities makes advertising psychological technology an important part of advertising technology.

Advertising management is also developed by applying the basic principles of modern management theory to advertising activities. Through the organization, planning and control of people, money, things and information in advertising activities, as well as the control and coordination of advertising design and production process, advertising can also achieve better economic and social benefits.

Media technology is an important part of advertising technology. Because the nature, content, information dissemination channels and communication quality of different media are uneven, it is extremely important to design and make advertisements according to different media. The development of advertising technology is inseparable from media technology, which is closely related to journalism and is the practical application of the basic theory of journalism.

In addition, advertising technology is also essential for the application of sociological knowledge. In advertising activities, it is of great significance to grasp the social movement law of advertising activities by using sociological knowledge to guide the practice of advertising activities and predict the development prospects and changing laws of advertising activities in the future.

Fourth, advertising and aesthetics.

Advertising activities are based on the ideological and scientific nature of information technology processing and the artistry of advertising expression. The so-called ideological nature means that the information conveyed by advertisements and the way of expressing information must be healthy and beneficial, which is in line with the interests of advertisers, consumers and the whole society, and will not harm the interests of consumers and society. The so-called scientific nature refers to two aspects: first, the information content of advertisements is true and conforms to the principles of science and technology; Second, the way of expression of advertisements, or the way of information transmission, conforms to scientific principles and is the application of basic scientific principles or technologies. In this way, there will be no advertisements that violate scientific principles, are untrue, false and weird, or have no purpose, thus causing social members to resent advertising activities. The so-called artistry of advertising means that we must use artistic methods to express and convey information in advertising activities in order to enhance the advertising effect. The ideological, scientific and artistic nature of advertising is the basic content of advertising aesthetics and the application and technicalization of basic aesthetic principles in advertising activities. Ideological, scientific and artistic are all needed to satisfy consumers' aesthetic interest in advertising.

In a word, advertising technology is a comprehensive engineering art subject, and it is the expression of the application of comprehensive technology with multi-disciplinary basic principles.

Section 2 Literary Skills of Advertising

The content of the advertisement is divided into two main parts: text and pictures. The text part is commonly known as "advertising copy". The development of advertising puts forward higher and higher requirements for the content and expression of literature, and the application of literary skills in advertising copy is becoming more and more common and unique. In this way, some people think that the development of advertising copy has reached the level of literary creation, so that it is called "advertising literature".

First, advertising language.

Advertising copy must fully express the information content of the advertisement and highlight the appeal of the advertisement, so that consumers will be attracted by the advertisement and have a desire to buy.

The writing of advertising literature is an extremely important part in the process of collective advertising creation. Advertising copy must have outstanding creativity in order to show its characteristics. All this depends on the literary creation of advertising language. Advertising language refers to the title, subtitle, text and other contents of an advertisement. Advertising headlines are the most important part of advertising copy, especially the finishing touch, which plays a direct role in attracting attention. In the advertising industry, there is a saying that "a good title is half the battle". The text of advertising copy is descriptive or reportable, which plays a role in explaining advertising information.

In addition, there are signs, slogans, lyrics, poems and other advertising language forms. Generally speaking, the characteristics of advertising language are exquisite and refined, creating a beautiful artistic conception, thus giving consumers a beautiful association and making advertising play its best role. Excellent advertising text should be able to attract attention, stimulate demand, promote memory and promote purchase.

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Advertising texts are different from ordinary literary works and do not have the function of making people read actively. Therefore, in order to attract consumers' attention, the advertising text must have special attraction, which can attract readers' attention in an instant and attract people to read from beginning to end.