중국 전통요소 광고사진의 수용자 유형 연구

Abstract

Although Chinese traditional culture has experienced ups and downs with its unique charm, it is still full of vitality. The circulation of thousands of years has deeply affected the national psychology of the Chinese people. In order to win more consumers, advertising photos are often based on values that are familiar to the audience or have been used as a code of conduct to gain cultural recognition and drive product sales. This has the coincidence of modern advertising photography and traditional culture.This paper starts from the traditional elements in advertising photos and the psychology of the audience, combined with the theory and knowledge of photography, advertising psychology and other related disciplines, to carry out research. The paper first discusses the concept of Chinese traditional elements and the new requirements for using Chinese traditional elements in advertising photos in the context of globalization, then studies the current classification of advertising photo audiences based on their preference for traditional elements, and finally from the perspective of audience psychology. Research how to position advertising photos using traditional Chinese elements, and draw conclusions. The research of this paper will help advertising photographers to improve the performance of traditional Chinese elements according to the type and psychology of the audience, enhance the appeal of advertising, and drive consumption. The research method used in this paper is mainly the Q methodology.