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Global Conference 2019

du 12 au 16 July 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

The Restart of Embodied Cognition in Advertising Communication

samedi 13 juillet 2019 à 09:00–10:30 CST
2 Room 2
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Advertising Education

Abstract

Throughout the human communication activities, it is a history of development from "body" to "media". In this process, we are very accustomed to the "body" beyond the extension while ignoring the most vivid and direct body itself, which is true in the same field of advertising. From the body absence in the modern advertising form spawned by the mass media to the return of body consciousness in advertising practise today, how to re-examine the physical problems in advertising communication and expand the research horizon has become an important direction. This article will seek to inspire from the perspective of the cognitive theory of the body by clarifying the relationship between physical action and cognitive thinking in the advertising persuasion path. Combined with the fragmentation, superficialization, personalization and intelligent features of the current advertising communication, the advertising communication will be re-recognized, and it is expected that more scholars will study the physical problems in advertising communication.

First & Corresponding Author

Shenggen Wu, School of Journalism and communicationof Anhui University
Authors in the order to be printed.

Shenggen, Limei Chen, Shanshan Li, Hui Sun

Additional Authors

Chargement en cours …