Research On Grotesque Expression Technique In Commercial Advertisement Design

As one of the five aesthetic forms,the grotesque can be traced in works of art from both ancient and modern times.It can be said that the development of the grotesque is inextricably linked to the aesthetic changes of the times.Nowadays,in the context of the serious homogenisation of commodities and the surplus of commercial advertisements,there are new requirements for commercial advertisement design,which not only require commercial advertisements to accurately convey information,but also to manifest the unique personality of commodities in terms of formal expression.The grotesque,as a kind of artistic expression that can arouse the audience’s surprise,can be used in commercial advertising to attract consumers’ attention and inject new vitality into the traditional commercial advertising design.At the same time,there is little research on grotesque commercial advertising design in academic circles,and there is a lack of a theoretical model to guide grotesque commercial advertising design.The research on commercial advertising design is based on the basis of grotesque expressions,and explores the relevance and similarity between grotesque expressions and commercial advertising design.The thesis starts from the literature and defines the two basic concepts of grotesque expression and commercial advertising,and summarises the Chinese and Western development lines of grotesque aesthetic theories through the combing of grotesque related theories.The thesis analyses the characteristics of grotesque artistic expressions from four perspectives: graphics,layout,colour and context,using two major representational systems: the strangeness of familiar elements and the fun of strange elements.The core of the thesis divides the grotesque into ’creative grotesque’,’graphic grotesque’ and ’contextual grotesque’,which together support the creation of the grotesque in commercial advertising design.To a certain extent,the thesis explains the role of grotesque expressions in commercial advertising design in enriching the creative means of designers,enhancing their visual expressions,and bringing new aesthetic experiences and new psychological feelings to consumers,further analyses the outstanding problems it is currently facing and looks forward to the bright vision of grotesque expressions in future commercial advertising design.The thesis also explores the possibility of combining grotesque artistic expression with our indigenous aesthetic perspective.Finally,the thesis outlines and foresees the future form of grotesque art expression,identifying the existing and possible future problems of grotesque expression in commercial advertising design on a methodological level,and making a discussion that resonates with the future.