现代广告设计已经步入了一个视觉文化的时代,在这个视觉文化时代,大众对视觉快感的期待已经逐渐提高。广告人试图使形象负载更多的含义,受众需要的却是拥有强烈视觉冲击力的形象本身。因此为了更有效地推销商品、服务或是观念,广告就不能停留在平均水平的审美趣味上,而是必须提供超常的视觉刺激。传统的以文字为主的广告画面,而图像性内容则不需要文字的中间媒介,它可以直接诉诸人的视觉系统,从而使人的视 Modern advertising design has entered a visual culture era, in this era of visual culture, the public’s expectations of visual pleasure has gradually increased. Advertisers try to make the image load more meaning, the audience needs is a strong visual impact of the image itself. So in order to sell goods, services, or ideas more effectively, advertising can not stop at the average aesthetic, but must provide extraordinary visual stimulation. The traditional text-based advertising screen, while the image content does not require text intermediary, it can appeal directly to the human visual system, so that people’s eyes