Visual Communication and Creative Design of Modern Product Advertising III

The performance of visual communication in a series of advertisements is generally characterized by multiple orientations and progressive levels. Multi-faceted display is the dismantling of wide appeals, and multi-faceted display generates a relatively independent and complete picture around each small appeal point after the appeal dismantling. There is no hierarchy and logical relationship between each small point, showing The effect of seeing Cheng Ling Ling Cheng Feng is to show the differences and individualization under the same theme, and strives to present the local features vividly and concretely, giving people a deep impression. For example, the unique appeal position of the Dodge car series is the design of four different themes.

Firstly, the slogans for the nut caps are “warm feelings in the cold”. Through the contrast of many metal nuts and individual buds, the concept of warmth is transmitted.

Secondly, the crow slogan is "a humdrum in the monotony" and arranges a colorful parrot among the dark crows. The strong contrast of colors makes people have a rich understanding of the design concept of the car;

Thirdly, the potato slogan is “smart in the rough,” comparing some exquisite hot peppers with a few bulky potatoes to convey the sculptural design of the product, explaining the craftsmanship and Different quality pursuits.

The entire series of advertisements conveyed a wide range of appeals on the basis of consistent composition, relying on successful selection of different representative vehicles, thus making Dodge's image full and complete. The multi-faceted display series format leaves the designer with a large space and a wide range of applications. It is the most common manifestation of a series of advertisements - it can be illustrated or emphasized.

4 Brand Value and Consumption

With the development of the era, the formation of the market value of enterprises has also undergone tremendous changes. The formation of corporate value has shifted from a single product value to a trend of expansion, diversification, and globalization. The ratio between product value and brand value in the formation of corporate value elements has also undergone unprecedented changes. The growth rate of corporate brand value far exceeds the growth of product value, and the proportion of corporate brand value in the overall value of the corporate market is increasing. Increasing, the impact of the value created by the corporate brand on the vitality of the company is significant and obvious to all. For example, lipsticks of different brands have almost no difference in their production costs, and the economic benefits brought about by the difference in the brands have formed a huge contrast.

Due to the great variety of products, people's constant pursuit of quality of life and the arrival of a mature market society have caused gradual changes in people’s consumption concepts. Changes in consumer attitudes will inevitably lead to changes in business operations. The value of a single “material” is shifted to a plurality of values, and the shift from a single functional value to a more product-oriented one.

Human society has entered a maturation society with a vast material abundance. The strength of the physical value of products in controlling the market value of products is weakening. The significance of products brought to consumers is even more important, such as Mercedes-Benz cars and Sony. Consumer electronics, Haier Electronics, Apple Computer, Nike sportswear, etc., consumers pay more attention to the significance of these products to consumers when they consume these products, that is, the status of identity and status, service has become an important weapon in the market competition. . Driven by the development of science and technology, productivity has been unprecedentedly improved, and the era of microdifferentiation of similar products has come. Therefore, services have become the main means of manufacturing differences. Sales services, after-sales services, tracking services, etc. have also become consumer purchase goods. Important factors to consider. In today's society, consumers are increasingly influenced by the information media and advertising when they choose to spend. Moreover, this influence will increase, and it will also bring about a variety of advertising forms.

5 Conclusion

Advertising in modern consumer society, as an important means of stimulating consumption, not only pays attention to product function appeals, but also focuses on the expression of symbolic values, the creation of myths and speeches, to meet the multi-level needs of modern consumers, and to adapt to market competition. Requirements, advertising is to form information into a complete form of communication, with concise text and pictures, can attract the attention of the audience, and the theme of the relevant feelings (tense or intimate, etc.) and the dramatic effect, so as to achieve the information content and visual content So as to impress the mind of the audience. In short, good advertising can not only change the fate of products, but also change people's lives.