Visual Communication And Application Of Artistic Synesthesia In Print Advertising

With the progress of people's living standard and the improvement of aesthetic ability,the needs of the audience gradually change from the material level to the spiritual and cultural level,and the changes of the needs of the audience also put forward new requirements for advertising creation.How to make the print ads more attractive,how to improve the consumers' interest in the print ads and their desire to buy the products have become the issues that many creative advertising personnel think about.At this time,art synaesthesia has gradually entered the vision of the majority of advertising creative personnel.More and more advertising creative personnel have integrated art synaesthesia into advertising works,and the emergence of this phenomenon has gradually attracted the attention of many scholars.Based on this phenomenon,the author intends to explore the factors affecting artistic synaesthesia in print advertising and related application strategies,as the research content of this paper.This paper mainly uses the methods of literature research,case analysis,questionnaire survey and other comprehensive research methods to explore the factors that affect the artistic synaesthesia in print advertising;combined with advertising,communication,art,advertising psychology,advertising creativity and other related theories,to explore and find out how print advertising can mobilize the audience's synaesthesia through visual elements such as shape and color The method of knot law makes preparation for the application of subsequent art synaesthesia in the visual communication of plane advertisement.This paper mainly explores the visual communication and application of artistic synaesthesia in print advertising.The article is divided into five parts.The first part is the research overview of this paper,mainly analyzes the research background,research status,research purpose,research significance and research methods of this paper,points out the current research and application status of art synaesthesia in the visual communication of print advertising,and puts forward the meaning of this paper.The second part is the elaboration of related concepts.Through the preliminary elaboration of the main concepts of this paper,starting from the interpretation of the concept of artistic synaesthesia,it expounds the psychological basis of artistic synaesthesia,including vision and artistic synaesthesia,as well as the production principle of artistic synaesthesia.At the same time,it connects artistic synaesthesia with print advertising,and explores the relationship between artistic synaesthesia and visual communication of print advertising The similarity and artistic synaesthesia for the graphic advertising visual communication significance.The third part is the part of finding out the problems,through the questionnaire to study the synaesthesia in print advertising,understand the factors that affect the formation of audience synaesthesia in visual elements,analyze the current situation of visual communication of art synaesthesia in print advertising,and prepare for the next step.The fourth part is the part of the countermeasures,based on the results of the questionnaire,analyzes the audience's preferences and the possible problems in the visual communication of artistic synaesthesia,and puts forward the creative methods of artistic synaesthesia in the visual communication of plane advertisement.This paper sums up the general rules of art synaesthesia in the application of plane advertisement,which lays a good foundation for the later graduation creation.The fifth part is the graduation creation part.According to the previous research results,it explores the feasibility of the visual communication method of the artistic synaesthesia in the plane advertisement in the way of practice.Through the creation of graduation works,it finds and summarizes the relevant problems encountered in practice,and provides practical and exhibition experience for the follow-up research of the visual communication application of the artistic synaesthesia in the plane advertisement.To sum up,in the last part of the paper,add the conclusion,summarize the research content of this paper,highlight the importance of art synaesthesia for print advertising again,show that there are some unknowns in this study,and put forward the suggestions and prospects of art synaesthesia in the visual communication of print advertising.