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The Restart of Embodied Cognition in Advertising Communication
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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