The Marketing Theory of 4Cs and Visual Communication: A Study of the Communication Effects of Brainwashing Advertising

Abstract

The attention economy is particularly prominent in the Internet era, and brainwashing advertisements, led by “Honey Snow Ice City” and “Lium”, have become an important branch in the advertising field. This paper uses The Marketing Theory of 4Cs and visual communication as the theories and adopts two empirical research methods, namely questionnaires and in-depth interviews, to analyze the reasons for the powerful communication effects of brainwashing advertisements. The study finds that the repetition, contrast, and rhythm of brainwashing advertisements have an impact on the audience’s attention and willingness to consume, and the results of the study are expected to provide ideas for the subsequent development of brainwashing advertisements.