Research Of The Advertising Copy In The "Visual Cultural Reading Age"

Since the sixties of the last century ,Western academic field put forward the concept of "the visual turn" ,"the pictorial turn"has become one of the major characteristics of the times. Text-dominated way of access to knowledge has been largely replaced by the way of the image. Picture has been spread to all areas of the life. Since 1998, Huacheng Press planners JielingZhong raise the concept of "the visual cultural reading age", the related research springing up one after another. Many of these researchers have taken note of the overfull pictures for the advertising industry caused the tremendous impact of the ads. The creativity of ads rely heavily on the pictures, making the advertising copies being cold-shouldered, leading to the empty and pale ads in the current ad industry, the persuasiveness and the sale effect of advertising are very poor.This article starts with the background of "the visual cultural reading age", date back to the researches of"the visual turn"made by West and the domestic academics, analyses the impact of "the visual cultural reading age"in advertising industry, as well as the role of advertising copy played in the ads . And research the relationship between the picture-reading and text-reading. At the same time, discusses the psychology of audience, reading trends and the ability to decode the meaning of the detail in the "the visual cultural reading age". Finally, focus on how the ad copies keep a foothold in the times.