The creative attitude of humorous advertising is harmonious from the inside out, which makes consumers completely relax their vigilance and rejection of advertising instinct, creates a deep impression in stimulating pleasant emotional experience, and promotes the formation of a good attitude towards advertising and brands. Advertising graphics are used to spread information about goods or services. To achieve good communication effect, we must also abide by some communication laws. Modern advertising graphic creativity cannot be humorous for humor's sake. It should capture the aesthetic psychology and social psychology of the public in life, show humor in advertising graphic creativity by using humorous expressions, and let the audience experience the emotions and purposes conveyed by advertisements more accurately through unique modeling, exaggerated action design and humorous scene pictures. This is the charm of humorous advertising graphic creativity. As a popular advertising form, how can we create good humorous advertising graphics and achieve unique artistic effects? The following is a preliminary study on the scientific methodology principles that should be followed when using humor in advertising graphic creativity, so as to guide the practice of humorous advertising graphic creativity.

1 humorous and interesting

Humor and fun means that the graphic creativity of humorous advertisements can give the audience good banter, ridicule, wit and implicit entertainment, so that the audience can accept the information about enterprise services or goods conveyed by advertisements in a relaxed and happy atmosphere. The principle of humor is first manifested in the idea of advertising graphic creativity, which should be full of interest and handle the relationship between humor and advertising. The success of humorous advertising graphic creativity lies not in the absence of famous comedians, but in whether the advertising graphic creativity has the wit to make people eat, the interest to make people understand, and the relationship between advertising and humor is well grasped. Never force a smile and become a pure kitsch, "scratching the audience's armpit", otherwise it will inevitably become the fuse to ignite the audience's aversion.

2 Make things suit you.

Adapting to things means that the creative subject of humorous advertising graphics should adopt different graphic creation methods for different advertising products. Not all products are suitable for humorous advertising graphic creativity. Generally speaking, humor is suitable for advertising graphic creativity of products with outstanding perceptual characteristics, such as soft drinks, food, snacks, candy, catering, tourism, entertainment, toys, sporting goods and so on. Because this kind of goods do not need too much rational participation in consumption. And highly rational products, such as products related to life, real estate, assets and automobiles, are not suitable for humorous advertising graphic creativity. The manager of Ogilvy & Mather Advertising Company in Chicago once said that in some areas, consumers need reassurance, not madness.

3. Consistency between form and quality.

The integration of form and quality refers to the choice of humorous dialogue, narration, plot and image spokesperson in humorous advertising graphic creativity, which should serve the advertising products and be set to strengthen the name, positioning, efficacy and safety of advertising products, with humor as the supplement and advertising as the main factor. When creating humorous advertising graphics, we should adhere to the principle of conformity between form and quality, and consider the correlation between humorous effects and products or services, and this correlation is natural and true, not far-fetched. Otherwise, it may be self-defeating and become a simple joke. Below, the author mainly expounds how to realize the relationship between humor and advertising name and the choice of image spokesperson in the graphic creativity of humorous advertisements.

4 highlight the key points

The so-called focus is to convey the leading information of advertising products to the target audience When accepting an advertising product, the audience is faced with a lot of information about the enterprise and the product, which reflects the nature of the product from different angles, and each piece of information has its own specific meaning. However, due to the limitation of advertising graphic creativity, it is impossible to convey all the information, and not all the information needs to be conveyed, so it is necessary to determine the leading information to be conveyed. In the graphic creativity of humorous advertisements, the author thinks that the more important link is to integrate product characteristics into the focus and plot highlights of advertising appeals.

First of all, we should stick to the focus of advertising appeal. The graphic creativity of humorous advertisements is not for fun, but must be closely linked with the focus of appeal. The graphic creativity of many world classic TV advertisements is humorous, and the organic unity of graphic creativity and appeal focus is firmly grasped.

5 active and prudent

Active caution means that the subject of advertising creation should perfectly combine extensive humor with the characteristics of advertising products, and should be active and cautious instead of abusing humor. Because once humorous graphic creativity is improperly combined with the characteristics of advertising products or humor is too shallow, it will lead to the quagmire of low taste, kitsch, grandstanding and the pursuit of gimmicks, which will make the audience unable to accept or even hate and resist the information they want to convey, and eventually lead to advertising with half the effort or bankruptcy of enterprises. Therefore, when creating humorous advertising graphics, we should pay attention to

The following questions:

First, avoid low-level humor. Low-level humor is vulgar and has no aesthetic value, which will not only arouse people's disgust, but also is not allowed by advertising law. For example, some sexual hints or naked sexual demands, humorous advertisements are often ignored.

Secondly, avoid morbid humor involving death, disease and fear. It will remind people of unpleasant things and touch people's unpleasant psychological experience, and people will have resistance and stay away from it. For example, a signboard advertisement in a barber shop reads: "Sir, I want your head!" " "This kind of" humorous "advertisement that makes adults feel creepy, how can people easily walk into the store? Third, don't be humorous at the expense of making fun of others. Humorous advertisements that make fun of women, the disabled, the elderly and other ethnic minorities are likely to be hurt. Special attention: don't offend your target consumer group. The influence of self-defeating in the field of communication will be terrible.