Research On Layout Design Of Banner Advertisement From The Reception Aesthetical Perspective

The theory of reception aesthetics was first used to explain the creation of literary works.Its ideology originated from Yao Shi’s "The History of Literature as a Challenge to Literature" and Issell’s "Calling Structure of This Paper." It focuses on the reader’s central position and guides readers to exert their own subjectivity and initiative.The idea has many implications for the study of consumer acceptance of Banner ads.Therefore,this study intends to explore consumer acceptance issues in Banner advertising layout design from the perspective of accepting aesthetics,so as to provide theoretical and practical support for banner advertisement layout design.This study takes Banner advertising layout design as the research object,and accepts aesthetics as the research field.Under the guidance of various methodologies,the research on banner advertisement layout design is carried out.Based on this,this study is divided into five chapters,except for the introduction of the first chapter.The second chapter of this thesis analyzes the basic concepts of Banner advertising and shows the typical transmission characteristics based on the Internet environment,and also explains the theory of the reception aesthetics.The relationship between structure and reception aesthetics and banner advertisement layout design;the third chapter of this thesis analyzes and summarizes the main problems in the four aspects of font abuse,chaos of subject hierarchy,misuse of decorative elements,lack of aesthetics,etc.The layout design lacks the audience expectation,the structure of audience summoning is unstable,and the audience interaction is not emphasized.The fourth chapter of the thesis mainly focuses on the designer’s creative performance thinking,Banner’s creative layout,and consumer’s expectation of accepting advertising.Thinking about the Acceptance Aesthetics Design Thought of Banner Advertising Format.Explaining the art expression of banner advertisement layout design from the combination of headlineword composition,blank space,reading logic and line of sight.Using the nourishing Banner advertisement as a case to analyze the features and classification of the layout,and accept The theoretical structure of aesthetics and everything,Design,propagation analysis of its artistic expression;this chapter 5 Analysis of the limitations and prospects preliminary conclusions of this study and the study of this article.This study finds that it is feasible to analyze the reception aesthetic design thinking and artistic expression of Banner advertising format from the perspective of receiving aesthetics.Based on the consumer’s aesthetic acceptance psychology,the audience expectations,audience summoning,and audience communication of Banner advertising layout design are analyzed from the headline composition,blank space,reading logic,and line of sight guidance.