The Emotion In The Modern Commercial Advertisement Behaves And Studies

design is a strongly practical discipline, but still undeveloped in our country. The works which the designers design pay more attention to design the structure of the products, practical value of material, less on the aspects of humane spirit , human nature , emotion and so on. The research of this subject, especially on the deepenning the thought of the design vertically and horizontally in the modern business society.The designers put the design philosophy of the human nature into practice in the product design activity. On one hand it is displayed in the advertisement of goods, on the other hand the designer puts the human nature emotion in the concept of advertisement design in the commercial advertisement, (about the life field such as children products , women products , articles for daily use , it is expressed more from the emotion of human nature) in television advertisement.For expressing the emotion in the modern commercial advertisement, the designer sets out with studying the characteristic of the goods and consumers' psychology and carry on the advertisement design using the humour, interesting , overstates , lyrical etc, seeking those that can cause thetouching off and clicking of consumer' s emotion most , thus impel consumers to accept the advertisement. However, whether could all the expression of emotion achieve positive affections or not? The answer is no! it tries to give some indirections for the expression of emotion in the commercial advertisements by the way of analysis for the formation, types, characters , expression methods, communication and it' s positive and negative effects in this paper. And it extends the application of emotional expression in commercial advertisement.