What Is Image Advertising?

Advertising image is a tool for expressing advertising creativity visually. The advertisement image creates a specific and intuitive advertisement image through visual languages such as lines, colors, and layouts, and visually represents the theme of the advertisement.

Advertising image

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Advertising image is a tool for expressing advertising creativity visually. The advertisement image creates a specific and intuitive advertisement image through visual languages such as lines, colors, and layouts, and visually represents the theme of the advertisement.

Chinese name

Advertising image

Classification

Painting images and film and television images

Function

Visualize the advertising theme

Manifestations

Realism, Freehand, and Suggestion

Advertising images are mainly divided into realistic, freehand, and suggestive categories.

Advertising painting, as a special artistic language, mainly uses color, image, line and other artistic skills. Advertising painting is a combination of advertising and painting art. It combines the nature of advertising without losing the characteristics of painting art, that is, it uses artistic expression to disseminate sales information to consumers. Therefore, advertising painting belongs to the unity of artistry, practicality and utilitarianism.

1. Elements of advertising painting

The elements of advertising painting include lines, colors, hue, texture, form, size, and direction, among which lines and colors are the most important elements.

·line

Lines can be straight, parallel, oblique or curved, thick or thin, smooth or rough, continuous or discontinuous, solid or virtual. It is generally believed that a straight line represents solemnity, a parallel line represents quietness, a slanted line reflects movement and vitality, and a curve means beauty.

·color

Color is the product of people's stimulus of visible light through their eyes. Color consists of three elements: lightness, hue, and purity. These three elements are the first type of light-sensing process; area, shape, position, and texture. These four elements are the conditions for obtaining color performance and are the second type of light-sensing process. Factors; various colors affect psychological processes such as feelings, perceptions, memories, associations, emotions, and emotions, and produce specific psychological effects, such as warmth, lightness, thickness, distance, simplicity, gorgeousness, etc. These are called light perception processes Third category of elements.

·tone

Hue is often used in flat painting to represent changes in space, providing contrast to lines.

2. Techniques for expressing lines and colors in advertising painting

In advertising painting, the emphasis is on the use of color in advertising pictures. Color in the picture, just like the title in the text, plays a very important role in increasing the audience's attention in the advertisement.

The contrast of lightness, hue, and purity of painting colors. Large color difference, strong contrast; small color difference, small contrast; moderate color difference, smooth contrast. When there is a weak contrast, its feelings and judgments are: brisk, smooth, deep, full, gorgeous, elegant, soft, subtle, or powder, gray, black, flat, stuffy, dirty, monotonous, etc .; when a strong contrast appears, its Feelings and judgments are: sharp, strong, prominent, eye-catching, firm and powerful. Or dazzling, stiff, dry, split, etc .; when there is a moderate contrast, its feelings and judgments are: clear, clear, harmonious, rich, pleasing to the eye, or messy, broken, unorganized, uncoordinated, etc. The second type of element of color will either strengthen or weaken the psychological response. Therefore, in the use of color in advertising painting, we must consider both the balance of color and the contrast of color, that is, the contrast relationship between the product with strong hue and luminosity and the softer background, and the comparison of the size of the color block area. The care of colors makes different colors and different shades of the same color have a good relationship on the basis of overall harmony, and produces a corresponding sense of rhythm and rhythm. Attention should also be paid to the color changes of advertisements, so that colors and the products being expressed Suitably, express the goods with the symbolic meaning of color.

Lines can provide form and direction in advertising painting. Several lines put together, or the shape of a curve, and the area of the hue can provide the form for the picture. The combination of lines and shapes will produce a tendency to point, and even a tendency to move, thus forming the direction of the advertising picture. In an advertising picture, the reader's eyes should be directed from one place to another, but the audience's eyes should not be moved beyond the entire advertisement.

Advertisement painting currently has two main expression methods, namely hand-painted and inkjet. There are paintings, comics, and symbolic expressions in hand-painting. Painting advertisements are sometimes very close to pure paintings. The difference is that they are subject to the design theme and have subordinate attributes. The difference between pure painting works and advertising painting functions is similar to ordinary "language" and "special terms". What deserves attention is that currently in commercial advertising paintings, commercial realistic paintings have been drawn by airbrushes. Because of the use of airbrushes and the updating and improvement of painting tools and materials, new expression techniques have been opened up for advertising paintings. Many The work is comparable to color photography in terms of realistic effects.

(1) Direct display method

The method of presenting the subject in the most prominent and compelling manner. This method can truly reproduce the surface texture, shape and functional use of the object in terms of visual performance, thus giving people a sense of trust and intimacy.

(2) Prominent feature method

That is, the method of grasping the unique personality of a thing and showing it distinctively. These characteristics are generally determined by the image, nature, purpose and use function of things. In advertising photography, brands and trademarks are often used to highlight goods to achieve their goals.

(3) Contrast contrast method

This method highlights and emphasizes the nature and characteristics of things, makes them stand against each other, creates a strong antagonistic effect, and makes the theme clearer and stronger.

(4) Reasonable exaggeration

This method significantly exaggerates the Chinese and American aspects of things' characteristics and personalities to emphasize the essence of things and give people a sense of novelty and change.

(5) Using joint ideas

That is, the connection of one thing with another evokes memories of similar life experiences and thoughts and feelings. They use feelings as an intermediary and move from one thing to another.

(6) Rich in humor

This method is to cleverly arrange interesting plots to extend certain things that need to be affirmed to the extent of comics, creating a fun, intriguing, and intriguing humorous situation, so that viewers will understand.

(7) borrowing metaphors

That is to choose two things that are different in nature but have some similarities, "to use this to describe the thing". The metaphorical things may not have a direct relationship with the theme, but at a certain point they are consistent with the theme, so that the artistic effect of a gentle expression can be obtained.

(8) Emotional care method

In the expression method, we focus on the selection of content with emotional tendencies, set the theme with beautiful emotions, and truly and fully reflect such aesthetic feelings to achieve a beautiful mood.

(9) Clip combination method

That is, using special photography techniques or darkroom processing to change the photographic image, improve the expressiveness of the picture, give people a new visual experience, and open up a strange and touching visual world for people.

(10) Serial expressions

This is currently a form of expression commonly used in foreign advertising photography. That is, on a theme, the same design elements and tone are used to develop and change the design approach. The series design can create a complete visual impression, just like a montage with multi-viewpoint characteristics, producing beautiful rhythms and movements to achieve special artistic effects.