Visual Communication and Creative Design of Modern Product Advertisements

[Abstract] Advertising has become an important means for companies to open up markets, establish brands, and promote sales. Therefore, the design of advertising has become more and more specialized. Advertising designers have increasingly focused on the visual communication and creative performance of advertising design. Moreover, advertisements show a clear tendency to symbolize, and bear a mediating role between enterprises and consumers. Enterprises can advertise their products more directly to consumers through advertising, creating a visual myth that is more acceptable to consumers. , reflects the unique personality of the product. At the same time, advertising can form a brand effect and bring more substantial economic benefits to the company. Advertising designers increasingly focus on the visual communication and creative performance of advertising design.

Keywords: advertising; symbolization; visual communication; creative performance

The prosperity and progress of the society has gone through a long period of primitive accumulation as the historical process of human civilization has entered the modern information society. People can receive information through various channels anytime, anywhere, and they can also create information and publish information. "Ads make food better, clothes look better, and cars drive better." This sentence vividly tells people that if a product has a well-planned and highly charismatic advertisement, consumers can feel that this product is different. Therefore, advertising naturally becomes an indispensable means and force for enterprises to develop markets, establish brands, and promote sales. Undoubtedly, successful advertising must have good visual communication and creative performance. Viewing the typical model of modern successful advertising, visual communication performance has a distinctly contemporary outlook and is an important research direction in the visual communication of today's advertising.

1 Symbolized modern advertising

The starting point of advertising is to create the required information environment for people and provide people with rich, high-quality product information and service information. Because people nowadays change the ideals and standards pursued in past social values ​​and aspire to a more personalized life, the original monotonous information dissemination methods are impacted by people’s demands for innovation, change and diversity. The attitude of visual communication is no longer the satisfaction of functions and attributes, but more hope that it can change with each passing day, and pay more attention to the needs of the individual psychological level. Correspondingly, the adjustments of the advertising creators and designers in the emphasis on the responsibility for information transmission have led to the emergence of various new forms of expression on the basis of traditional visual methods.

Looking back at history, we can see that modern advertising has a deep roots in industrial development and changes in contemporary consumer culture. Especially when global economic integration is increasingly approaching today, Chinese advertising audiences and consumers are more willing or more accepting. Foreign, more fashionable advertising visual expression. Therefore, how to make the visual communication performance of advertising has a clear face of the times, is an important research direction of advertising visual communication today.

The semiotic view holds that advertising is actually a process of description and transformation. There are three different structures for a specific object: real or technical, image, and text. The three can be transformed into each other, and they are like the medium between the mother tongue and its "verbal" situation. Advertising in the consumer society relies on the role of transformation in living between the consumer and the real product. This transformation includes the transformation from the technical structure to the “image” through a certain operator, called “translating language”.

The role of the conversion language is to transform one structure into another, or to switch from one type of code to another, that is, from reality to imagery, from reality to language, and from imagery to language, advertising design. In fact, it is the function of this conversion.

For the first conversion, the basic conversion language from the real product to the image product includes analytical patterns, figures, and photographs, and represents the mechanical structure of the product, zooming in on a detail to change the original shape, color, and perspective. , show the technical origin of a style or effect.

The second is from technical products to writing products. The basic conversion language is a text. As a conversion language, it constitutes a kind of transformed language. It involves thousands of product production and existence, origin and shaping, technology and intention. Refers to the role between.

The third kind is from the portrait structure to the speech structure, from the representation of the product to the narrative. Advertisements can simultaneously convey information in two structures (photographic images, textual descriptions of products), and push products to consumers in a repeated and enhanced manner. For example, Coke Advertising, which converts real coke into the image structure of photography or illustrations and the text structure of “Coca Cola”, presents its organic combination in various types of advertisements. From this perspective, advertising serves as the media for consumers and companies. In the process of production, the product actually undergoes such a conversion: the real, technical product structure, the use of image, text, sound The various means/elements are described and converted into advertisements in various forms (including printed matter, TVs, bulletin boards, etc.) displayed to consumers.

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