What are the pros and cons of popular elements in graphic design (urgent)

1. Foreword

About popular elements -

Popular elements are not easy to define. Let me introduce the many types of popular elements, such as: popular stars (hair styles, clothes, etc.) popular patterns, popular colors, popular slogans, popular iconic elements, popular actions, popular behaviors, and popular postures , popular movie music, popular news focus, popular sociality, or a popular concept... Using popular elements as a creative point and combining them with various creative forms will produce the general vision of a print advertisement. The general visual direction of this print advertisement represents a culture that is widely spread among people of different levels, classes and classes in a certain region or globally according to a certain rhythm, in a certain cycle. There are other related sayings about popular elements: "The term popular culture refers to entertainment that is watched, read or participated in by thousands or millions of people." Heidiz further pointed out in detail: "Popular is that kind of Generally available artefacts: movies, audio and video tapes, CDs or VCDs, fashions, TV programs, modes of communication and communication, etc.” Based on the above, popular elements can be simply defined in one sentence as: something practiced and followed by many people. a visual expression of a universal way of life. Regarding the issue of quantitative standards, another point that can be determined is that popular elements basically (but not absolutely) have a large number of followers, but those with a large number of followers are not necessarily popular culture.

Popular elements are some facts in the cultural industry. They have become a factor that has developed simultaneously with other industries for an era. It is subject to changes in market-oriented commodity marketing strategies and completely materialized lifestyles. , in order to generate consumer demand. At the same time, due to the inherent motivation of modern society's mass media to pursue audiovisual ratings, advertising shares and profits, it is increasingly closely integrated with fashion. It not only draws on its form, but also absorbs its content and ideas. This combination will inevitably have some commercial value. ! Of course, popular elements do not necessarily have artistic value. Commercial popular elements have disrupted traditional routines, such as Hollywood movies, TV shows, Coca-Cola, rock music, blue jeans, MTV, shopping malls, special entertainment activities, etc., which have had a great impact on young people in particular, leading the way. Wave after wave of consumption.

What is worth reflecting on is that through these popular elements, TV programs, music, popular novels, advertisements, fashion, entertainment and sports activities transcend regions and national boundaries, covering all parts of the world. They span time and space, It has greatly affected the daily lives of countless people, changing their thoughts and behaviors, changing their way of thinking, which defines the perspective of the real world in which we actually live, and changing the social face of this world. Moreover, we don’t know where these popular elements will develop, to what extent they will develop, and what their final impact will be on humanity and the world. So this proves the argument in the previous paragraph that "popular elements do not necessarily have artistic value". But it exists so reasonably in every bit of our lives, infecting people's lives and subtly bringing direction.

In contrast, popular elements are also influenced by merchants. What is popular is that only the "now" is valued. This emphasis on the present is often influenced by businesses in modern society, thus forming a set of cultural production-consumption relations. Popular elements in products have spiritual connotations, and it is with this spirit that they become popular. However, its spirit is not a driving force to enhance people's inner world, but a consumer product that satisfies desires. It adjusts the supply structure of products according to market supply and demand conditions. Popular elements have neither a long-term accumulation process nor intellectuals to carry out relevant theoretical justification and publicity. They only cater to people's needs. People can love a certain kind of popular culture, and even have a fanatical love for it, but it is difficult to form a religious feeling of intoxication and obsession. People do not have the class distance to look up to it. Regarding the analysis of the inner content of popular elements, popular elements implement the principle of irrationality. It is based on personal feelings centered on unconscious desires. Various rational statements about the enjoyment of consumption can become popular. The basis of the elements. In addition, it may also become a fantasy substitute for contemporary people's psychological disorders. These are the possibilities for popular elements to complete the process of attracting the audience's desires and determining consumption.

Popular elements achieve rapid spread of culture and are also the expression speed of commodity profit needs. The rapid changes in popular elements of the times must be driven by a driving force, and this driving force is driven by market interests. Capital investors take a fancy to a certain consumption potential and consumption trend, so they make investments. This investment requires a kind of momentum to attract people's attention to it, thereby forming a mass consumption trend. Generally speaking, the use of popular elements belongs to the category of commercial culture. This should also be an important feature of the use of popular elements. Popular elements are the cultural facts around us. They are creating our lives in casual details. At the same time, our lives may also become opportunities for the emergence of new popular elements. .

About print advertising -

The so-called design of print advertising is to combine different pictures into patterns on a plane according to certain rules to create a sense of space, that is, use Visual language to convey information and express opinions (a combination of creative points and appeal points). Print advertising can express a wide range of design scope and categories, such as various print media, architecture, industry, environmental art, decoration, display, clothing, etc. In short, there are as many types of print advertising designs as there are needs, and it has broad development prospects.

Since print advertising design needs to use visual elements to spread the designer’s design and plan, use text and graphics to convey information to the audience, and make people willing and willing to accept it, it is a print advertisement based on the needs of the audience. The form of expression also needs to play a role in catering and guiding. Therefore, graphic advertising design not only involves the use of a variety of elements, but also involves the use of different expression techniques and techniques. These elements and these expression techniques and techniques are all current trends that have become a fact, that is, the popular elements in the topic of the paper. Any graphic advertising design must be based on the customer's requirements and product appeal points to impress the audience. In this sense, in addition to having professional knowledge, designers must also invest all their emotions in the design. Only by first impressing the designer can the customer be satisfied and then the audience moved. Therefore, graphic advertising design must possess comprehensive knowledge and related skills in order to correctly understand and grasp the essential characteristics of the object to be communicated, and use various popular elements to combine organic design and artistic creativity to form a creative image in graphic advertising. Expression, taste of color, consistency of material and texture, impressive print advertising works. It can be said that a good graphic advertising design is not only the creation of pictures, but also the result of a lot of intellectual work. From this, it can be said that print advertising design has all the characteristics of the cultural industry, that is, the comprehensive characteristics spanning economy, culture and technology - this is the similarity between popular elements and print advertising, that is, the convergence point.

The main forms of print advertising include: newspaper advertising

magazine advertising

book advertising

poster advertising

Flyer advertising

Product catalog

Organization introduction

Wall advertising

Street sign advertising

Tool advertising (e.g. Car body, light box)

Packaging advertising (such as handbags)

Calendar advertising

Banners and flags

Popular elements in print advertising— —

Products express a strong contemporary style through the use of popular elements in print advertisements. With its visual persuasion, the audience will first be deeply attracted by the print advertisement and start emotional interaction with the product, such as starting to be curious about the product, or have a good impression of the product, etc. For example: Mengniu's "Suibian" ice cream renders the overall feel of a print advertisement with simple, loud and vivid images that are common in daily life, and the copywriting slogan has a pun meaning and is extremely friendly. It is really impressive in terms of product visibility. Be in love with your heart, you can hear it clearly, and you can never forget it with your photographic memory. One of the main customer groups of this brand are teenagers, and the typical characteristics of this group are to express their individuality, like freedom, be unrestrained, and are full of youthful vitality and wildness. The homophone of "Suibian" is "casual", and the personality of young people is to pursue fashion, not paying attention to rules and regulations in some insignificant details, and being casual. Therefore, the word "casually" is often blurted out and cut neatly.

Young people travel in small groups and are thirsty. When they want to eat ice cream and ask what they would like to have, most of the time it will be anything that can relieve the heat and quench their thirst.

But at the same time, there are also unsatisfactory aspects:

For example, the popular information to be conveyed by some print advertisements uses difficult-to-recognize graphics, which only dazzles the eyes and does not know what it means. What, the clear purpose of communication has been lost; some print advertisements use popular elements to entertain themselves, vent their emotions, and distort the information to be expressed, etc., which directly affects sales.

Form of expression

Each stage will have popular elements and things that belong to an era! Some concepts are popular, promoted, and positioned, with consumers as the center. Group differentiation, etc., while complying with these needs. Popular elements affect the form of print advertising. If print advertising creativity is to solve the problem of "what to say" in advertising, then print advertising performance uses popular elements to solve the problem of "how to say". Print advertising performance plays a very important role in the entire advertising campaign. It can be said to be a very critical "finishing step". It determines the degree of advertising effectiveness, and in turn determines the market fate of a brand.

Effect

Relying on some elements of the popular trend is a sharp sword for the success of advertising. Therefore, from the content of print advertisements to the form and style of expression, we can see the popularity The power. "Advertising can reflect the characteristics of a country and era more than anything else." From an advertisement, you can see the popular concepts, behaviors, clothing, words and songs of a specific era in a region. In a sense, whoever is the first to notice the trend of fashion and who can best capture the trend of the trend when it starts in Qingping will be able to sit firmly at the forefront of this trend in advertising positioning. A top position in order to seize market opportunities and achieve success. This is the effect of popular elements on advertising.

2. How to use popular elements to improve the effectiveness of print advertising?

Some exquisite advertisements can directly attract you - this is the charm of using popular elements in graphic advertising design. It can put a concept and an idea through exquisite composition, layout and color. , conveyed to those who see it. Regarding this point, I directly think of the celebrity strategy of Pepsi-Cola’s series of print ads. Why does Pepsi-Cola use pop star elements in its print ads? Celebrities are the subjects who lead the trends and fashions of the times, and the public is the subjects who share and use fashions and trends. The above relationship creates: Celebrities provide the public with the concept, imagination, and utopia of modern life, are models of social life, and promote fashion; the public Gazing at the stars and at the same time handing over one's own subjectivity to the stars and letting the stars arrange themselves, stars as popular elements play a direct role in improving the effectiveness of print advertising for the Pepsi brand. In terms of graphic expression, some elements of stars and pop are used three-dimensionally on celebrities, and the graphic design itself constantly updates the sense of the picture. Under the combination of the three bodies, and under the continuous updating of the times, it adapts to the popular needs of the public. To increase the brand experience on a flat surface.

(1) The design attaches great importance to the creativity and overall visual effect caused by the combination of popular elements.

(Picture 1) Advertiser: Changan Automobile Model: Benben Advertising highlights: Zhu Deyong’s cartoons, youthfulness

Changan Automobile’s print advertisements used popular cartoonists at the time Zhu Deyong's line-drawing humorous urban love story comics serve as the background plot of Chang'an Ben Ben, which is indeed very creative. From the actual effect, the comic characters are not only vivid and interesting, but also match the Changan Benben mini car very well. If the only shortcoming of this advertisement is that the white background is too monotonous, and the slogan is not bold and trendy enough, it just misses the trend. Of course, a good advertisement does not need to be expressed through any specific thing. A line, a realistic theme and a lovable protagonist are enough, so Benben's advertisement is still relatively attractive.

(Picture 2) Advertiser: SLOGGI Advertising content: Thong advertising highlights: beautiful women, sexy

SLOGGI’s T-pants advertisement is very attractive, first of all, it makes the audience reluctant What you don’t look at are four half-naked beauties. The picture directly appeals to the comfortable feeling of being put on a thong. On the one hand, it hints at the refreshing feeling of seeing half-naked beauties. On the other hand, it is a blue sky flower, a kind of fresh and clean. Feeling of pleasure. The hair of the beautiful woman in the picture is dyed with various colors. This is a small hint of the use of popular elements, which makes the audience unconsciously hypnotized into a kind of consciousness: this brand of underwear is particularly fashionable, special and sexy. . The movements of the beauties also have seductive hints to achieve the original intention of temptation.

(Picture 3) Advertiser: Versace Advertising content: Top advertising highlights: color, photography, pattern

This is a highly artistic print advertisement for fashion clothes, with bold use With the popular color combination, the special combination of blue and red, and the intersecting combination of a form that often uses nameless flower patterns as the plane background in current graphic design, the deepest impression of versace is that it is stunning. In the advertisement, what you see is bold and bright colors, natural and sexy lines, a blend of tradition and rebellion. The use of color visually brings people a sense of freshness that is beyond the times and eye-catching. This is a positive application of the use of popular elements.

(2) Pay attention to the emotional experience and psychological acceptance of audience classification caused by popular elements.

(Picture 4) Zhongxing Department Store’s print advertisement for clothes

This is a print advertisement in which popular psychology restricts advertising copy: Copy is one of the elements of print advertising, including The title, text, accompanying text, slogans, commentary, trademarks, product names, prices, company names, etc. in print advertisements. "Among the elements of advertising, advertising language is the most practical, adaptable, vital and expressive." Therefore, as a kind of popular element, the impact of pop psychology on print advertising performance can be applied to On the copywriting. Today, when consumer culture is prevalent, advertising copywriters deeply imprinted with this culture can be seen everywhere.

First of all, Zhongxing Department Store has always used the concept of individuality and literary unconscious flow in print advertisements. This means that the audience has always been hinted by the brand positioning, and consumption in this department store must have been hinted. The copy in the picture above is: "I know you think I'm a pervert." Such a sentence expresses the "discovery of self" copy, which greatly shows the personality characteristics of the brand. The brand's print ads have always been serialized. The text style and tone appear, and they carry a kind of self-psychological state and self-expression tone that are popular nowadays. These popular trends that mark the hippie mentality have suddenly become popular among urban youth, and have been quickly captured by sensitive businessmen. And give the audience a certain attitude hint through popular words in popular elements!

It can be seen from the above advertising examples that the use of copywriting in print advertisements is not to convey complete information about the product to the audience, but to coincide with the popular trend through vague, loose, unprincipled, and disorderly language structure patterns. The cultural psychology of modern people alleviates the mutual expansion and squeeze tension between modern people's individual subject consciousness and the heavy social reality of life, touches the hearts of consumers from a deep level, and gives consumers a sense of identity and recognition as "fellow travelers" A sense of belonging to achieve your advertising goals.

(Figure 5) Outdoor print advertisement

This is a print advertisement for electrical appliances. There is no big problem in the design. In terms of form, it uses a large area of ??advertising space to gain visual visibility, but Its unrefined form and excessive roughness forcefully enter the eyes of the audience. Although it has a certain attention recovery rate, it simultaneously enhances its disgusting potential. The color is pink, which is a popular color element. The use of two female models appearing in similar combinations, and the "strongest combination" in the copy all hint at the pop star: TWIN, a Hong Kong and Taiwan singer group. A quick glance at it will give the audience the illusion that TWIN has endorsed this appliance in an advertisement. But when they take a closer look, they realize that it is not the case, so they have a bad sense of resistance, making the audience feel that they have been teased. This It is the negative emotional interaction of the audience caused by the improper combination of pop culture and creativity.

And it is also because this pink color strengthens the unprofessionalism and playfulness of its products. The pink color is supposed to be a bit cute, but the female model is not cute enough. In fact, there is a picture of the actual electrical appliance on the left that is roughly many times larger than the human scale. It makes people feel funny and disgusting, and the appearance of the product is not the same. It's not as good as the pink color in the advertisement that conveys a girlish atmosphere.

In other words, this print advertisement is handled in this way just to let people know about the existence of its products. It can indeed be achieved. When people come in and out of this aisle, they must be forced to let people pass by every time. Everyone needs to see it, but the audience will feel very uncomfortable.

(3) The relationship between the combination of different popular elements and different media of print advertising.

(Picture 6) Cosmetics advertisement and brochure

This is a Korean cosmetics print advertisement. The popular fluorescent blue hints at the mystery and profound feeling of the seabed. In the use of composition, the individual image of the product is highlighted while the clarity of the background is omitted. This is a wonderful state. The intersection of white fonts and blue is a hint of leisure and refreshing interpretation, beautiful and transparent. Small water bubbles are gently scattered in the left middle of the print advertisement. It combines the romance and dreamy drama that girls like. It is a very attractive print advertisement.

This graphic advertising image is used in outdoor posters, graphic product boards, and small mobile advertising images in brochures.

In different forms, there are bound to be different effects, big or small. What is most attractive is the use outdoors. This color is similar to the various cluttered colors of the street market in reality. The fullness will form an opposite, with a pure and saturated blue tone that will appear freshly around real people. For example, if the seabed is right in front of you, many people will take a second look and even have a good impression.

This print advertisement can also arouse a certain amount of attention when used on the board of a product store, but it is not as eye-catching as the outdoor one. Indoors, when similar products are leading the way, this The ad will certainly appear bland, but there will still be a certain amount of attention because there will still be hints of pop color and sophistication.

The brochure advertisement using this image only appears as explanatory text attribute content, so this image may not necessarily attract the attention of the audience, but it does have heavy content and content. Practical skin care-related content combined with this picture will produce some pleasure while reading. After reading it, the collection is definitely not big.

Conclusion

With the development of popular elements in print advertising, the concept of print advertising creation is constantly being updated, and the level is constantly improving. In the future, the development of fashion will continue, and it will be updated every day. In terms of values ??and content, it will better cater to and inspire consumers' individual opinions. In terms of two-dimensional expression, some elements of fashion itself will be used three-dimensionally in products. In addition, the graphic design itself is constantly updating the image sense. With the combination of the three bodies, it is also constantly updated with the times to increase the brand experience on the plane based on the popular needs of the public.

"Creating fashion" is a role of advertising: advertising design should emphasize the role of leading the market. According to the psychological characteristics of consumers, grasp the cyclical characteristics of business opportunities and trends, before or after the fashion boom. Among them, grasp the sales opportunity, cater to their preferences, design effective advertisements, stimulate the consumer public in various ways, and create a new fashion environment to influence the consumer public, arouse recognition and understanding, and exert their potential psychological similarities. , unknowingly participated in the purchase of fashion products.

Regarding the thesis theme, the application scope of popular elements must be print advertising: print advertising creation is a three-dimensional process, from positioning to creativity to marketing. A result naturally guided by the original essential properties of the plane. Advertising constantly expresses various diverse concepts. For example, the next era of advertising is the era of media, etc. The plane is a three-dimensional process, and the process of multiple planes is a three-dimensional process. In fact, just one plane can satisfy a big marketing strategy. And with.

References:

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2. Clifford Geertz: "Explanation of Culture", Shanghai People's Publishing House, 1999

3. "Research on Popular Art", Tianjin Academy of Social Sciences Press, 2000.

4. "Magazine Industry", written by Samuel Johnson, Renmin University of China Press. 2006

5. "Marketing", written by Xie Renshou and Wen Yanping, published by South China University of Technology. 2003