Research On The Application Of Empathy In Catering Advertising

Food culture is an important cultural branch of human culture.Food is the object full of emotional elements,which contains a deep emotional cultural accumulation.How to show and arouse consumers’ empathy with the help of advertising is an important topic of catering advertising.Mc Donald’s,as the leader of catering brands,has a strong representation in the use of empathy in its advertising.By tracing the origin of empathy theory,we can clarify its development track.On this premise,this paper expounds the application of empathy in catering advertising,and describes the outstanding value of the application of empathy in catering advertising,which mainly lies in three aspects: empathy meets the basic emotional needs of the audience,empathy desalinates the utilitarianism of commercial advertising and the change of the main consumption force.After clarifying the outstanding value of empathy in catering advertising,this paper analyzes how the audio-visual elements in catering advertising realize empathy with consumers from both audio-visual aspects,supplemented by case analysis.Firstly,from the visual level,advertising vision can be divided into three aspects:color,image and picture.Color lays the emotional tone of advertising,and different colors mobilize different emotions of the audience;Different colors convey different personalities of products.The advertising image endows the end point of empathy and psychological connection,and uses the advertising image to realize emotional transfer;Mirror resonance with the help of character expression.Advertising pictures deepen the tension of empathy psychological experience: lens language depicts and conveys emotion;Technology creates empathy.Secondly,the auditory elements of advertising can be subdivided into music,language and sound effects.Music moistens the environment for the formation of empathy: setting off the emotional atmosphere and strengthening the emotional theme.Language accurately stimulates the node of empathy.On the one hand,language transmits emotional information,on the other hand,language sublimates emotion.Sound effects help to enhance the style of empathic psychological perception.It can not only enhance the authenticity of the scene,but also convey the character’s emotions.On the basis of theoretical demonstration,quantitative experiments were carried out with the help of eye tracker and in-depth interview to further demonstrate the point of view.Experiments were carried out on static plane and film and television advertisements to explore the impact of audio-visual elements on subjects’ emotion and the impact of emotion on advertising communication effect.The results of static plane experiment group show that color plays an important role in mobilizing emotion and strengthening memory;The results of the film and television advertising experimental group showed that auditory language helped subjects understand the content and mobilize their emotions.Based on the two groups of experimental results,it is concluded that creativity is the soul of advertising.At the current stage,there are still defects in the application of empathy psychology in catering advertising.Corresponding optimization suggestions are put forward for the defects,including realizing user portrait and accurate positioning with the help of big data,boosting creative performance with the help of intelligent technology,etc.