1. The general use of metaphor in advertising design is to compare a product or an element that can represent a product to something with a certain function. The condition for this method to be valid is that the two elements have the same appearance in appearance. There must be a certain similarity. ▲ Comparing the product (chicken nuggets) to a hot flame ▲ Comparing the cloth to red wine 2. Metaphorism uses an element to replace another element, or borrows a part to replace the whole. ▲ Use lipsticked lips to represent a woman ▲ Use a green hand to represent the Hulk 3. Personification is to personify the product or elements that can represent the product. Personification techniques usually also have humorous effects, and its expressions are mainly in the following two ways . a. Appearance personification means adding human characteristics to things, such as facial features or movements. b. The practice of personification in copywriting does not require changing the appearance of things, but giving it human characteristics in the copywriting, such as describing something with human words, or making it speak, etc. 4. Double exposure simulates the double exposure effect in photography. The most common usage is to superimpose scenes related to people or objects, which has a certain artistic effect and visual impact. lt;img 3787d15e800aa18bd4529dc0fee45c86.jpg"="" sizes="(max-width: 600px) 100vw, 600px" data-cke-saved-src="/wp-content/uploads/2019/08/3787d15e800aa18bd45 29dc0fee45c86.jpg" src= "/wp-content/uploads/2019/08/3787d15e800aa18bd4529dc0fee45c86.jpg" srcset="/wp-content/uploads/2019/08/3787d15e800aa18bd4529dc0fee45c86.jpg 600w, /wp- content/uploads/2019/08/3787d15e800aa18bd4529dc0fee45c86-150x150. jpg 150w, /wp-content/uploads/2019/08/3787d15e800aa18bd4529dc0fee45c86-300x300.jpg 300w" style="text-indent： 2em;"gt; ▲The elephant and the car are cleverly combined through double exposure. 5. Diffusion means placing the product in the center and diverging its related elements to show that it has certain functions or services. 6. Putting elements related to the product or theme on a platform can make it easier to use. The visual subject is more concentrated, and at the same time it can enhance the sense of form and visual impact of the picture. 7. Make products or things related to products into platforms, such as mobile phones, bank cards, books, palms, etc., which are suitable for displaying elements. , can be used to express what products or services are available on this element, etc. 8. Transform the theme into a concept with a strong visual sense. For example, you can package a family-friendly package that includes broadband and mobile phone traffic into a family-friendly package. The concept of bucket. For another example, we can package some theme activities into XX planet to represent a new world. ▲The strange planet in "Qi Pa Shuo" 9. Heterogeneous and isomorphic means using two or more similar structures, but different textures. Different elements are combined into a new whole. This effect is both unified and contrasting. 10. Use elements related to the product or brand to form a certain keyword. 11. Use the product and related elements to form a certain symbol. Likewise, this symbol must be. It is related to the theme, and the symbol should not be too complicated. 12. Substitution replaces an element in a normal thing or scene with another element to show that the element also has the effect or characteristics of the original thing ▲Replace with courier. Cannonball, to illustrate the characteristics of fast delivery.

▲Replace the fruits on the branches with drink packaging to illustrate the original taste of the drink. 13. Extract the large scene from the whole, such as the ocean, grass, and room. The boundaries of these elements are not obvious and will not appear in an independent state in reality, but we can create a boundary for it to make it independent from the whole. 14. Scenario-based symbols, such as logo graphics, or graphic symbols that can represent product functions and communication themes, to create a scene composed of related elements. 15. Citing classics such as Journey to the West and Three Kingdoms, games such as Super Mario and Tetris are often cited in advertising creatives, which can effectively increase consumers’ attention to advertising. 16. Integrate text or symbols into the scene as physical objects. If the core appeal of the advertisement is a certain number or symbol, then it can also be integrated into the scene as a core element, and then add related elements around it. 17. Exaggeration such as exaggerating the efficacy, exaggerating the size and proportion of things, etc., or changing the original proportions of things. 18. Combine elements that can represent the product with themes. This is a very direct form of advertising design. Combining conventional pictures and text into a whole can increase the relevance of pictures and text and reduce communication costs. 19. Positive and negative graphics Positive and negative graphics are not only very common in logo design, but also a common form of poster design and advertising design. Positive and negative graphics are generally relatively simple, creative and ingenious, and have a strong visual impact. ▲Coca-Cola’s posters like to use this technique 20. Scene the product. Add scenes to the product to visualize its functions or features. 21. Mixing In order to meet needs, many advertising designs incorporate two or more creative techniques. ▲The picture above shows substitution and metaphor ▲The picture above shows symbolization and text integration into the scene ▲The picture above shows exaggeration and element abstraction Summary There are methods and techniques for everything, even things that seem uncontrollable like art and creativity. Although methods and techniques cannot guarantee to bring you a big idea, they can provide you with clear ideas, improve your efficiency, and maintain your creative level above a baseline. I hope this article can be helpful to you. helped.