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Advertising images have the natural attribute of conveying human emotions. The emotional appeal mechanism of advertising photography is to construct emotional connotation through metaphorical mode and to change the information composition of image symbols by using the rhetoric of artistic photography as a means of connotation. It generates emotional experience through the familiar symbol system of the audience, injects emotion into inanimate goods, and finally achieves emotional guidance to the audience.

The Application Mechanism of Emotional Demand in Advertising Photography from the Perspective of Symbols