On The Artistic Expression Of "Empathy" In The Design Of Public Service Advertisement

"Empathy" has a functional interpretation of changing people's thoughts and feelings.It refers to mapping people's main emotions to other objects and giving emotional features to inanimate objects.So that the subject and object from the sensitivity to the emotional high integration,so as to achieve the "things I am the same" situation.At the same time,the concept of "Empathy" is also widely contained in the field of design,but the application of "Empathy" in public service advertising needs to be developed.With the rapid development of economy,in order to meet the two-way needs of people's vision and spirit,the role of "Empathy" in the design of public service advertising is gradually revealed,and the injection of emotion makes public service advertising show new details and values.By combing the emotional and artistic expression of "Empathy" in public service advertisements,this paper clarifies the meaning and artistic characteristics of "Empathy".The specific research process is divided into the following parts: the first part: the research background,purpose and significance of empathy;the second part:the semantic analysis,formation reasons,artistic characteristics and current situation of empathy;the third part: the principles and aesthetics of empathy in public service advertising design;the fourth part is the research focus of this paper: To explore the "Empathy" in The emotional presentation in the design of public service advertisement,through the artistic expression of humor and satire,collage and reconstruction,analogy and imitation,symbol and metaphor,replacement and isomorphism,combs the interaction law of emotional placement and expression form of "Empathy" in public service advertisement,causes the audience's emotional resonance and thinking,and provides a new creative source for the design of public service advertisement.This paper explores the emotion and expression law of "Empathy" in public service advertising,and holds that the "Empathy" in public service advertising design means that designers should take the emotional needs of the audience as the purposeof communication,put the ideas and emotions of design creativity into public service advertising,and provide new creative ideas for the design and development of public service advertising."Empathy" design is to integrate the form of artistic expression and the content of emotional appeal of public service advertising,bring different emotional experience in different ways of expression,promote the emotional communication and spiritual communication between the advertising and the audience,and make the design of public service advertising play a greater social value and role.