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Advertising creativity should fully mobilize the psychological mechanism of imagination and association

When talking about art, Hegel said: "The true creator is imagining"; Belinsky said that no matter how clever a person is, if he does not imagine, he will never be a writer. Advertising is also an art. Its creation is also inseparable from imagination and association, especially creativity. Without imagination and association, advertising creativity is difficult. Imagination refers to a new image that is processed and transformed into a new, unrecognized thing. Imagination is not a simple recurrence of representational memory. Psychology divides imagination into three kinds of recreating imagination, recreating imagination, and creating imagination. The most valuable one is to create imagination. The imagination we are talking about here mainly refers to the creation of imagination. Creating imagination is the process of decomposing, generating, processing, transforming, synthesizing, and reconstructing related images under the influence of emotions to create a new image. This new image can exist in real life or may be reality. It doesn't exist in life, but in either case, it serves creative advertising. The following advertising ideas are embodied in the imagination: One: The phonograph advertisement of the Victor Player Company in the United States: There is a large horn on the phonograph, a black earring is sitting across from the opposite side, the whole white dog is covered, and the mouth is made up. With the bell mouth, I was listening to the sound of the phonograph. Slogan: "The voice of his master." The meaning of the text is: how clear the sound in the phonograph is. Can the dog sit honestly and listen to the sound of the phonograph? Can the dog hear the voice of his master in the phonograph? All this is obviously imagined. Since everything is very realistic, this advertising idea has a big impact. This pattern was later registered as a trademark. Second: In the advertisement of "French Toothpaste", the author uses the wisdom of thinking to crystallize an artistic image with flesh and blood filling and unique charm. In the imaginary kingdom, toothpaste has become a motorboat for young people to swim on the blue sea, not only It has increased the taste and beauty of the advertising product brand, and also subtly expressed that the toothpaste is the theme of the products that the younger generation of consumers love and pursue. Third: It is hard to imagine that a rubber wheel could not be found on the car advertisement painting! This is the biggest feature of Ford car advertising. The screen is tennis, tennis rackets and a well-trimmed lawn, but the car key that seems to be randomly dropped is a prominent reminder to people; otherwise, it would be mistaken for a tennis or racket advertisement. . However, this is indeed the genius of the designer, because the designer wants to give the Ford car advertising is the subject of competition, and in modern society, the most closely related to the word competition is sports. In order to more clearly express this idea, the designer condensed the advertising slogan into "competition." The subtitle of the advertisement, "The Power of Asian Identity," indicates that the advertisement is for the Asian region. Advertising content: "Today, a new car tradition created by Ford has been recognized throughout Asia. This is an excellent tradition of attention to quality, performance and competition...". This advertising idea is quite successful. Instead of arranging Ford's various models of cars in the picture, it is by imagination, linking an abstract slogan to another specific sports device that seems to be irrelevant, giving the meaning: Ford It has grown stronger in competition and it has defeated many opponents. Lenovo is the process by which the experience of one thing causes the experience of recalling another. Lenovo is the glue in advertising creativity. Advertising creativity is to consciously combine two unrelated things or things in life, so that people associate in strange ideas. It has been pointed out that creativity does not refer to general ideas, but to seemingly two seemingly unrelated things. The new meaning produced by the creative people connecting them together and bringing them together makes people realize and make people I feel "so simple and obvious relationship, and why can't I think about it?" This is the mystery and greatness of creativity, so some people call creativity a great idea. Therefore, when you are creative, you must be blind and seek new ideas in the ordinary, and use a unique perspective to play the association. Lenovo is divided into four categories: close to Lenovo, contrast Lenovo, similar associations, causal associations, thus forming a creative advertisement close to Lenovo, contrasting Lenovo's creative advertising, causal association creative advertising, similar Lenovo's creative advertising. The following are respectively discussed. Creative advertising close to Lenovo Near Lenovo refers to the association of things that are close in time or space. For example, festivals and gifts are close in time, while reservoirs and hydroelectric generators are spatially close. In advertising creatives, things that are close in time or space can be linked to form an advertisement close to Lenovo. The following two examples: Example 1: "Fresh eggs" advertising. On the screen, there are a pile of eggs in the straw, one of which is broken on one side, and the egg yolk is spread on the ground; the designer skillfully adds a pair of clear chicken paw prints to the broken eggshell. This shows that the egg is just leaving the maternal product, because the pair of paw prints reminiscent of a hen who just succumbed to the egg, and clenched one at the same time. Its "fresh" is so, what is the revenge! The most unique idea of ​​this advertisement is the setting of the paw print. It is through the rich associations caused by chicken feet that break through the boundaries of time and space, expand the content range of the artistic image of the picture, deepen the artistic conception, and thus integrate the aesthetic object with the aesthetics, which leads to the aesthetic resonance in the process of generating association. . Under sudden contact, the advertising screen is like a scene randomly taken from the farmhouse life. The placement of the eggs is also very natural. The broken egg also looks like it is loose after falling, but it has a profound meaning in the ordinary. Through the audience's association with the chicken paw prints, it is very tortuous. Fresh" advertising theme. It can be said that this poster is a model work that boldly uses Lenovo. Example 2: Guangdong “Jianlibao” beverage is a new product that was only released in 1984. It is even later than Coca-Cola entering the Chinese market. Just as people drink Coca-Cola and talk about Coca-Cola's caffeine-containing stimulating effect on the human body, “Jianlibao” was born as a sports-healthy drink with pure taste and energy consumption. It has Pepsi and Coca-Cola that dominated the market at that time. The unique advantages that are not available are immediately noticed by consumers. However, how to make "Jianlibao" become a brand-name product familiar to the vast number of consumers as soon as possible, and then squeeze into the market and occupy the market? "Jianlibao" adopts the approach of Lenovo advertising to promote its own brand and establish products. Image. Its trademark is an abstract athlete who does the 90-degree modeling of the parallel bars, and invited the world gymnastics prince Li Ning to make an advertising model. It also made this right-angled shape on the horizontal bar, parallel bars and rings, plus “Jianlibao” is a name that is aimed at health. The result is a great reputation. A healthy gymnastics prince is doing healthy and beautiful gymnastics because he drinks “Jianlibao”. Therefore, the brand image of “Jianlibao” has been plunged into it. The heart of the consumer. Contrast Lenovo's Creative Advertising The opposite of nature or characteristic is prone to association, which is the contrast Lenovo. By using this contrast, a contrasting creative advertisement can be formed. The following example: "Jingyibao" TV commercial TV began with a gentle wife with a cute little daughter, waiting for her husband's return on the platform. Seeing her husband getting off the bus, his wife’s face could not conceal his inner joy. The daughter rushed over and hugged her father. The innocent daughter suddenly found that Dad’s collar was dirty and said, “Dad’s collar is so dirty.” The husband was speechless and his expression was very embarrassing. "It doesn't matter, wash it with 'Jieyibao'!" The contrast between the "dirty" of the collar and the washing with "Jieyibao" reflects both the wife's thoughtful care for her husband and the lining. The product cares for the consumer. This TV commercial with contrasting Lenovo's ideas won a silver medal at the 1991 National Advertising Exhibition. Similar association creative advertisements Things that are similar in shape or content are prone to association. This is because when people perceive something, it will cause memories of things that are similar in nature, form, or other aspects. Using this psychological mechanism, a similar association creative advertisement is formed. Here are a few ad cases to illustrate: Example 1: A clinic in the United States has such an advertisement: In order to make the carpet without holes, but also to make your lungs have no holes - please do not smoke. Here, the carpet and the lungs are not related, but they are linked by the consequences of smoking, expressing the multiple harmful effects of smoking. At the same time, using similar associations, with "holes" as the link, connecting the two images of the carpet hole and the lung hole, using the visible carpet hole to set off the invisible lung hole, making the lung hole image more vivid, smoking Terrible consequences, as in front of you. As a kind of fear appeal, advertising gives people negative emotions, but the humorous expression generated by clever associations makes this kind of fear have some relaxed meanings. This combination of fear and pleasure makes the customer group more likely to accept the idea of ​​advertising. . Example 2: There is a national biscuit company in the United States, which produces cracked biscuits. Because of the packaging of moisture-proof wax paper, the biscuits can always be crisp. How can we visually and prominently use wax paper packaging to protect against moisture, and this layer of well-intentioned improvement measures tell consumers? Advertising creatives have designed such an advertising poster: a raincoat and a raincoat are on the screen. A childish boy with a moisture-proof biscuit box. The characteristic of this advertising idea is that the "child wearing a raincoat" and the "moisture-proof biscuit" were originally two irrelevant things, and they were skillfully combined by the similar association of the creative creative person. In this way, the meaning of "moisture-proof" is achieved through the "images" of "children wearing raincoats". Because this ad is targeted at children, it allows the boy to hold the cookie box, adding to the emotional color. I also let the boy put on the raincoat, which is reminiscent of wearing the "raincoat". Of course, the biscuit can be crispy and delicious! So, this advertisement poster is posted, and it will undoubtedly be for children, parents and consumers. Brings great appeal. Example 3: Taiwan Aida Advertising Company designed an advertisement for Adidas shoes: Title: “Catch the mouse and shoot – two-color super-basket basketball shoes” Advertising picture: a sneaker, a kitten. The text of the advertisement: "When the cat is catching a mouse, running, rushing, turning, and jumping, until the whole process of catching the mouse is so flexible and agile, which has a close relationship with its inner sole. Similarly, one An outstanding basketball player can perform sprint, cut, emergency stop, turn, jump shot, and continuous action to score goals. In addition to personal strength and training, a pair of ideal basketball shoes is indispensable. The newly launched Adidas two-color leather super shoes are instantly praised by those who love basketball. Because it has a unique cross-stitched groove, it will not slip when it is sprinted and stopped. Because it The sole is made of 7 layers of different materials, which has good elasticity and can relieve the impact with the ground. Because it has a special function of the round suction cup, it can closely cooperate with the emergency stop and turn around and jump shot. Because it has a curved toe and The perforated and breathable upper can prevent the toes from rubbing and squeezing, maintain the temperature of the inner feet of the shoes, and wear them for a long time without fatigue. This advertisement is novel and novel. First of all, the title is: "Catch the mouse and shoot", this is completely different from "the wind and the horse"! Secondly, the picture is also wonderful: "A sneaker, a kitten" is another two things that are irrelevant. How can you pull a piece? This is where the creative person is superb. He uses Lenovo to connect two things that seem irrelevant, and can create a new meaning, give people enlightenment, give people wisdom, give People are beautiful. After carefully reading the body of the advertisement, it will make people suddenly realize. It turns out that all the cats, the mice, the mice, the shots, all of them are the creative services for the shoes - the kind of Adidas two-color super leather shoes. This advertising idea completely smashes the image of "cat and mouse", which makes people associate. If you take out this image, the only thing left is to play basketball with a pair of good basketball shoes. How good is this shoe, completely It’s just selling, it’s bound to be boring. The "because" ratio of the 4 texts of the advertisement text makes the characteristics and benefits of this new basketball shoe vivid and convincing. Example 4: Advertising poster of Huabao Air Conditioning Appliance: The title of the advertisement: “The big tree is really good for the cold” Picture: Under a tree under the shade of a bright day, a group of white pigeons play under the tree. This advertising idea is also created using similar associations. There is no inevitable connection between air conditioning and big trees. However, the creative creators have used a common saying: "It’s good to take a cool ride under the big tree" and change it to "the big tree is really good for the cool", plus such a clean big tree map, giving people the feeling that "it is really cool", this is The performance of air conditioning appliances is linked. The air conditioning capacity of Huabao Air Conditioning is relatively large, which is related to the big tree. In short, this advertisement is also very innovative. Causal association creative advertising The things that have a causal relationship in logic are easy to associate; people often use their own logical reasoning and judgment ability to make a causal connection with things in the process of association. A causal association creative advertisement is formed on this psychological mechanism. In the early 1980s, the propaganda of the “Bale” pearl paste from Nanjing Cosmetics Factory into the Hong Kong market was an unforgettable successful advertisement using causal association. The advertisement screen highlights the dance of the white swan in the Barre Dance "Swan Dance", showing the youthful vitality and the elegance and grace. Then the advertisement says that each box of pearl paste contains 5% of the beads, and also introduced the Shanghai Institute of Biochemistry. The composition analysis of Taihu Pearl and the efficacy evaluation of facial skin disease in Jiangsu Traditional Chinese Medicine Clinic have created a sense of trust with scientific belief. What's more, the advertisement also said that each box of pearl paste will be given a pin with pearls. If you buy 50 boxes, you can string into a pearl necklace. How tempting this advertisement has been for Ms. Hong Kong! It’s no wonder that the Hong Kong market immediately caused a purchase of “Bale” pearl paste. The merchants in St. Louis, USA asked for 200,000 bottles at a time. Even French cosmetics dealers sent letters to request samples. And price information. Such advertisements with a broad association content are in no way comparable to those that simply promote the quality of our products. For the above, see Luo Jian, Gu Ling: "Advertising Creativity", China Economic Publishing House, August 1995 edition, pp. 42-48. The advertisements that were conceived using the causal association idea are: the president used Parker. —— American Parker pen advertising Lux soap – the skin care secret of international famous movie stars. - Luxe soap advertising is too simple, even children can drive. - Cleefland tractor advertising The beauty of the above advertisements is that they use the idea of ​​causality to form the logic: since this is the case in the most ... situation, it is generally not necessary. Thereby attracting consumers.

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