Talking About The Performance Characteristics Of Visual Communication In The Internet Advertising

The21st century is the ear of endless stream of new technologies.As a new addition to the four traditional media(newspapers, magazines, radio, television),Internet is growing rapidly by its unique advantages. Relying on the rapid development of new media and Internet technology, a new form of advertising was generated in the United States in1994-Internet advertising, which is the product of new media and the Internet technology.Subsequently, the first Internet advertising appeared in the China byte network in1997. Its development followed after the birth period, dormant period, across the stage and maturity.The functions of Internet advertising and traditional advertising are the same, which is to achieve commercial purposes, internet advertising is to publish advertising via the Internet, so that the audience can accept a certain brand or product. Internet advertising has characteristics of wide spreading, bilateral communication patterns, large information content, strong interaction and comprehensive audio and visual effects, because of these unparalleled advantage internet advertising get rapidly growth. In1972, the British art historian Gombrich said:"Ours is a visual age and that we are bombarded with pictures from morning till night."Visual communication as the main mode of transmission of advertising, transmit emotions, ideas, products and other information to the audience through visual symbols, is a crucial factor of modern advertising. In the advertising information communication process, the visual communication as the primary form of expression, is the basic of the communication with the audience.Visual image transfer the human thoughts and ideas, what it carries is not only a symbol, but more importantly is a way to transfer emotion and communication with the audience.Symbolic language of visual communication, aesthetic characteristics, artistic expression and creativity all affect the effective dissemination of Internet advertising. The Exploration of Domestic and foreign has Fruitful results at home and abroad. But writings of its visual communication relatively few. This paper is based on the study of visual communication of Chinese Internet advertising, concludes the characteristics of internet advertising by comparative study between traditional advertising and Internet advertising. By combing the various theoretical results and experience, interpret Internet advertising works, analyzes the main features of the visual aesthetic of Internet advertising, manifestations and creativity then summed up the general rule and artistic features, from the audience’s perspective of psychology, analysis propagation characteristics of Internet advertising, more effective visual transmission.The rapid development of internet advertising in recent years has brought up brought some negative effects for visual communication, such as shoddy and simply highlight the product information and ignore the design aesthetic, which is easy to leave bad impression to the audience. This article demonstrate the research from the view of internet advertising, promote designers focus on the need of customers, adhere to the principle of "meaningful form", in accordance with the general rules of visual aesthetic, in the same time use the unique advantages of "interactivity" to create advertising, enhance the effectiveness of visual communication of Internet advertising, and strive to contribute to visual communication of Internet advertising.