The Application Mechanism of Emotional Demand in Advertising Photography from the Perspective of Symbols

DOI

10.2991/assehr.k.200727.139How to use a DOI?

Keywords

advertising photography, emotional appeal, metapho, connotative means, image interpretation

Abstract

Advertising images have the natural attribute of conveying human emotions. The emotional appeal mechanism of advertising photography is to construct emotional connotation through metaphorical mode and to change the information composition of image symbols by using the rhetoric of artistic photography as a means of connotation. It generates emotional experience through the familiar symbol system of the audience, injects emotion into inanimate goods, and finally achieves emotional guidance to the audience.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Cai Tongyu
PY  - 2020
DA  - 2020/07/27
TI  - The Application Mechanism of Emotional Demand in Advertising Photography from the Perspective of Symbols
BT  - Proceedings of the 2020 5th International Conference on Humanities Science and Society Development (ICHSSD 2020)
PB  - Atlantis Press
SP  - 406
EP  - 409
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200727.139
DO  - 10.2991/assehr.k.200727.139
ID  - Tongyu2020
ER  -