Research on Advertising Visual Communication Development Trend (I)

Abstract: Through discussing the development trends of advertising visual communication in the application of new media, discovering new ideas, and pursuing humanization, it is expounded that advertising visual communication will inevitably develop along with the progress of human culture and become the most popular culture. One of the forward-looking areas. [Author's Digest]

Keywords: advertising visual communication information development trend

With the continuous improvement of the level of social information, human society has become clear and conspicuous. More and more intelligent. As an important information transmission route, advertising visual communication has made contributions to the overall development of human society from the aspects of political propaganda, commercial information, public welfare, legal education, and environmental protection. It is precisely because of the contribution of advertising visual communication in social development that the society also gives advertising visual communication with due recognition and comprehensive and rapid development. According to related information, more than 80 percent of the world’s advertising information is now transmitted to the audience through visual communication. In order for the advertising visual communication to meet the needs of social development and its own needs for innovation and change, we must fully and profoundly explore the development trend of advertising visual communication from the perspective of society and advertising vision itself and related fields. Looking at the development process of advertising visual communication and its various works, we can see that its development trend is mainly manifested in: the constant use of high technology and its new media; the constant pursuit of novelty and peculiar creativity; and the persistence of humanistic development.

1 Continuous use of high technology and its new media

High-tech continues to open up space for the sustainable development of all sectors of society and open up channels. among them. Advertising visual communication also uses high technology to achieve remarkable social and economic benefits. The use of high-tech advertising in visual communication is mainly reflected in: 1) the use of new materials. High-tech paper, pigments, metals, plastics, glass, etc. Modern cities, villages and towns are full of creative and unique, themes are clear, color and harmonious billboards. 2) The use of high-tech products and their technologies. High-tech communications, printing, computers, digital television movies, electronic screens, photography, video and other products and technologies have improved the technological level of visual communication. Such as the use of computer-operated color inkjet technology, the advertising visual communication works to increase the scope of the image, the image is more real and moving. 3) The use of computers and related software in the creation of advertising visual communication. Advertising visual communication design workers can use computer and related software to design high-tech and multi-media advertising works such as two-dimensional and three-dimensional animation. Its features are rapid, accurate, accurate, and effective.

With the advent of digital new media, new generations of advertising visual communication methods such as network technology and online advertising, digital movie and television commercials, and multimedia interactive advertising have successively entered the stage of history, which makes advertising visual communication beyond its original scope. , to more and more broad areas. This is also the new media constantly challenge the traditional forms of advertising dissemination, and continuously expand the design of contemporary visual communication extension, so that advertising visual communication becomes a process that can freely integrate multiple disciplines. The visual communication of advertisements has also been gradually extended from its original form, flatness and quiescence to its rich, stereoscopic and dynamic direction, and it has also strengthened the transition to multimedia advertising methods.

Advertising visual communication constantly uses high technology and its new media to provide continuous visual thinking, imagination and creative space for advertising visual communication design. It allows designers to freely change the impossible reality into a possible artistic visual language. . There is no doubt that advertising visual communication will continue to develop in high technology and its new media.

2 Constantly Pursuing Novel and Unique Ideas

In real life, the vast majority of advertising visual communication is based on the visual aesthetic sense as a visual language created by artificial selection, exaggeration or generalization of the natural form. Although this kind of visual language is more functional than natural phenomena, because of its constant use, the audience is commonplace and even blind. On the contrary, in the visual communication of advertising, pursuing unconventional innovations and displaying novel and unique creative language that is contrary to the laws of nature have received special attention from people. For example, in "Sony Entertainment Station 2" (see Figure 1), "Giant Baby" advertising is to use the picture that is contrary to the laws of nature to convey the "exotic and crazy" of the game process. This visual language of virtual reality stimulates people's instincts of curiosity about new things and strange phenomena. It is in line with the individualized pursuit of “N-generation” youth audiences. Therefore, the display of advertisements immediately attracted people’s attention. Clever use of people's curiosity and the creation of novel, quirky images are the most important means to attract people's attention and achieve the purpose of visual communication.

It can be seen that the visual communication of design advertisements is a creative activity and an art of continuous innovation, change, and development. The novel and peculiar idea is a positive variation, which is a unique imagination, discovery and re-creation. Novel and peculiar ideas are the most challenging central link in the development of advertising visual communication and have very important value in visual communication design.