Humorous advertisements can create a win-win situation for advertisers and audiences and inject new ideas into innovative design. The following is the application of humor I shared in advertising design. Let's have a look.
First, the background knowledge of humorous advertisements
In the field of modern advertising design, more and more designers pay attention to the relationship between people and things, and they use various forms of expression to touch consumers' essential emotions and memories. This paper aims to find humorous ideas in life and turn them into advertisements by studying typical humorous advertisements and combining with various disciplines. Let consumers interact with their advertisements in different ways to vent or share their inner feelings. Through this metaphor, we can stimulate consumers' desire to buy, promote economic development, and also promote the establishment of enterprise product brands.
Second, what is humorous advertising
Humor is produced and formed in real life, which is closely related to people's way of thinking, living habits and social reality. Advertising, that is, advertising. It is a kind of propaganda means to convey information to the public openly and widely through certain forms of media for specific needs. Advertising is a persuasive language behavior, which conveys as full information as possible in the simplest language and urges the audience to buy the products it sells. The advertisement of humorous appeal is not only an advertisement appeal, but also a means of emotional appeal. Humor is indirect and subtle. By appealing to emotion, the audience will feel good about the advertisement calmly and willingly. At the same time, humorous advertisements are entertaining and interesting, which establishes a new entertainment consumption culture and promotes the change of social life trend.
Third, advertising needs humor in life.
In advertising design, humor is a power to win people's hearts and solve problems. Leo Boehner, an advertising guru, said: Advertising should explore the "inner drama" of products. Then humor is the best way to find this kind of drama.
1. Humorous advertisements are often "new, strange and different" in content creation, which can dramatically attract the attention of the audience and fully mobilize the imagination of the audience. Sometimes humor is used to dramatize tragedy, which is more powerful than rational appeal or emotional appeal.
2. Humorous advertising content comes from life, and the breakthrough point is unexpected. It is both reasonable and unexpected. Using this way to reflect the extraordinary life brought by advertising design makes people surprised and deeply impressed.
3. Humorous advertisements often make use of coincidences in daily life to make the content of advertisements close to consumers' lives, make people feel cordial and happy, and reduce their vigilance and aversion to advertisements. There are also some humorous advertisements. Humor itself has nothing to do with products, but it can also produce humorous effects by integrating some other social dramas into advertisements.
Fourthly, the performance of humorous advertisements in life.
1. Personalization of humorous advertisements in life
Personification refers to personifying the object to be expressed and giving new meaning to the image, while anthropomorphic advertising gives the product people all kinds of emotions, thinking power, memory, language, human movements, human physical strength and so on. In the implementation of advertising, we can use anthropomorphic techniques, such as cartoons, photography, painting and other graphic expressions, and form humorous interest in the picture with the help of interesting things in people's daily life or well-known fairy tales, fairy tales or folklore. It is the designer who presents the theme of protecting rare animals with anthropomorphic appearance and ironic humor. The designer endowed the lioness with the action and posture of hunting in reality, which made the audience laugh at the lioness's action and deeply felt the sorrow of human beings, thus inspiring the audience's feelings of protecting animals and respecting animal life. This anthropomorphic humorous advertisement can be said to be a portrayal of human nature and a release of thoughts. It aims to satirize the indiscriminate killing of animals by human beings through humorous modeling language. Designers have turned the extreme rudeness and rudeness in real life into cuteness and humor, turned self-mockery into the common mission and belief of mankind, and turned satirical landscape humor into public welfare poster works.
2. The irony and self-mockery of humorous product design in life.
Satire and self-mockery are designed to explain some truth or express the unknown side of people's inner world through fictional stories and unexpected feelings in life full of humor and profound philosophy. In the advertisement of smoking cessation drugs by means of transportation, the designer skillfully combines people's smoking action with the smoke exhaust window of the bus, exaggerating that smoking is harmful to health and should resolutely quit smoking. Humor is a special temperament of human beings, which can make people communicate in an interesting and harmonious way and shorten the distance between people. As the design semantics of humor, satire and self-mockery in life are introduced into advertisements, which play a regulatory role in people's lives.
3. Exaggeration in humorous product design
Exaggeration is a rhetorical device and a form of expression, which is characterized by exaggeration. As a creative method of advertising, exaggeration focuses on highlighting a particular feature of a commodity, enlarging or deforming it, pushing the features of things to the extreme, giving people a striking feeling, thus leaving a deep impression on consumers and conveying product information well.
V. Market prospect of humorous advertising design
Looking at the history of graphic design at home and abroad, it is not difficult to find that humorous advertisements abroad have a long history, while humorous advertisements in China are in the initial stage, which has great room for revision and development. With the further deepening of China's reform and opening up, social economy, culture, information and other fields are facing unprecedented opportunities and challenges, and business competition is more intense, which puts forward new requirements for advertising design. Modern advertising needs personalized language facing the world, and humor is the best bridge to communicate personality. In order to adapt to this trend of the times, combining the cultural and humanistic background of China, it is one of the missions of current advertising design to explore humorous advertising forms with China characteristics. With the increasing social pressure, more consumers will be willing to accept humorous advertisements that can make them happy.
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