Research On Emotional Value Of Emotional Appeals Inadvertising Design

Advertising design should be human-oriented,concerned about human development and emotions,and highlight truth,good and beauty. With the hope of providing references for researchers and practitioners,this thesis makes an exploratory study of emotional value of emotional appeals in advertising design.Based on related literature review and aesthetics and psychological theories,this thesis deeply explores the connotation and objectives of emotional value in advertising design,analyzes the emotional languages in detail,and discusses the evaluation principles and measures of emotional value. Meanwhile,case study is used for the comprehensive evaluation of emotional appeals in advertising design.First,this thesis introduces the background of emotional value in advertising design,and analyzes the necessity of endowing advertising design with emotional value from a psychological perspective.Second,Chinese characters, graphs and colors are three main elements in advertising design. By literature review and advertising case study,this thesis divides the emotional languages in emotional advertising appeals into four categories: original language,experience language,cultural language,and other language. Those emotional languages in emotional advertising appeals have the power to evoke the audience's feelings and enable designers to stir up audience's spirit by means of visual communication.Third,emotional value has become the critical factor for a successful advertising design,and the important criteria in emotional value evaluation in advertising design. The emotional appeals in advertising design may only be developed and improved by reasonable evaluation. Therefore,this thesis further explores the evaluation principles and measures for emotional advertising design. The emotional value evaluation principles for an emotional appeal include its accordance with"emotional"requirements and its emphasis on"emotional"dissemination. The evaluation measures include objective,subjective and emotional expansion measures.