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Characteristics of advertising creativity

Advertising creativity is different from advertising planning and advertising production. It is a special treatment of artistic means, which shows the advertising theme to the fullest, so that the corporate image and product image are more vivid, friendly and pleasing in the eyes of consumers. letter. Therefore, advertising creatives should have the following characteristics: A novel and unique advertising creatives should be novel and unique as life, imitating the artistic conception of others, and copying other people's language, there is not much value. Advertising can only attract the attention of the public and leave a deep impression on consumers. Therefore, advertising must be innovated, and the various psychology of people's existence, including rebellious psychology, curiosity, etc., deliberately seek newness, and strive to be unconventional. The following example of advertising: Meite brand stockings advertising title: Meite brand stockings will make any shape of the legs become beautiful and abnormal. Picture: At the beginning of this advertisement, the camera is aimed at a pair of legs that are beautifully dressed in long stockings. A feminine female voice tells the audience: "The following advertisement will prove to American women that the special stockings will make any shape of the legs beautiful. abnormal". With the sound of the sound, the camera slowly moved up the legs. The audience curiously saw the green-gray shorts and baseball players wearing the shirts of the model. Finally, it was found that the pair of stockings was a male--a famous baseball player Joe. Namis! He smiled at Mimi’s audience and said, “I certainly don’t wear long stockings, but if the women’s stockings make my legs so beautiful, I think it will definitely make you The legs have also become more beautiful." This advertisement is to promote women's products with male models - the special stockings, which is the clever use of abnormal techniques. The idea is: men's legs are so beautiful in wearing stockings, not to mention women? The goods are women's legs of any shape, but the advertisements are set off with the unusual beauty of any other shapeless legs, which not only causes novelty. It also exaggerated the charm of the special stockings to the extent that it was impossible to add. Next, we will experience the novelty and uniqueness of creativity from the advertisements of four different media. First, "DANNON Ice Cream" is a creative and successful photography advertisement. There is an overweight fat man holding a box of ice cream on the screen. He also wants to eat and is afraid of eating sweets to increase the weight of the contradictory expression. It is very humorous. sense. This piece does not directly display the texture of food as the usual food advertisement to tease people's appetite, but from the contradiction between the picture characters and the temptation to resist, the clever and humorous expression of the product is very The theme of advertising that people love to eat. Second, the "Male Perfume" advertisement uses a very life-like scene to reflect the creative idea. In a seemingly loose and messy advertisement screen, a suitcase for traveling is displayed. Items such as tickets, food, ball pens, notebooks and wireless phones stacked from the box can be reminiscent of the owner of the box going out. Official business. A bottle of men's perfume is prominently placed in the clothes. Although there are a lot of things to go out, don't forget to bring the bottle of perfume, indicating that it is an indispensable part of the owner's love, so that it can be enjoyed at any time. In order to increase its own grace and charm, it indirectly and implicitly indicates that the product brand perfume is a commodity that is very popular among men. Third, the "Japan Pioneer Audio" advertisement, the creative concept is wonderful, the advertising image is novel and unique, and the creative imagination. The idea uses a montage to magically combine the world's largest Niagara Falls with the skyscrapers of New York, USA. The waterfalls are poured down from the skyscrapers, and the landscape is magnificent, making people feel like they are silent. The impact of the huge sound wave, this peculiar combination expresses the grand and powerful sound effect of the pioneer sound, which not only makes the advertising image have an excellent appeal, but also visualizes the auditory feeling and expresses it more powerfully. The excellent texture of the product brand. Fourth, the "Turkey Tourism" advertisement, the screen selects the night view of the world-famous Grand Mosque in Istanbul, Turkey as an advertising image, the unique shape of Ta Yu, the confused night, the huge drooping moon, the atmosphere is deep and quiet, the whole picture Infinite imagination and association make people seem to be in the mythical realm of the Arabian mythology "One Thousand and One Nights", just like the title: "Have a rest here, as if in a story", let the audience believe in this magic A wonderful place to travel or rest, you will have some fun. Advertising creativity uses a myth and fairy-tale image created by surreal imagination, which has a strong temptation. See Luo Jian, Gu Ling: "Advertising Creativity", China Economic Publishing House, August 1995, p. 33, p. 38. In summary, the so-called advertising creative, focusing on novelty and uniqueness, writes "this one", otherwise it is not "creative", not even good advertising. As the American advertising guru William Bernba said: "I think the most important thing in advertising is originality and novelty. Do you know that 85% of the ads are unwatched? This statistic is made by advertising. The company commissioned others to collect. It was written by Harvard Business School. We want to find out what people think about advertising. We really want to know if the advertising world is loved by the American people. As a result, no one even hates us! They completely ignore us. So the most important thing we care about is novelty, originality – so that we can have the power to compete with all the earth-shattering news events and all the riots in the world today, because you can put everything in the advertisement. But if no one is forced to stop to listen to you, it will be wasted." [United States] Dan Haijinsi: "Advertising Writing Art", China Friendship Publishing Company, May 1995 edition, page 2 - 3 page. Second, "Italian" and Image Blending As mentioned above, "meaning" is the intention, intention, idea, concept, etc. of the advertiser, but if these things are directly expressed nakedly, it is not a good advertisement, not a good idea. Good creative advertising should be “intentional” and intertwined with each other. Image, that is, image, use image to reflect meaning. An early advertising painting by American Bell Company has been unforgettable. The food company specializes in making a variety of canned soups. They use children as their main marketing target, so the company's creative advertising ideas also make full use of children's imagery. The advertisement was painted on three naughty three- and four-year-old girls. The first girl held a lighted candle and said, "I am sleepy! I am going to sleep!" The second girl licked the first girl's shirt with her hand and whispered, "Slow, wait a moment! What smell do you smell?" The third girl next to me was opening a can, and the delicious soup was already coming.... The slogan: "It attracts children with a sparkling feeling!" The "meaning" of this advertisement is "Children like it, they are all attracted, they can't live without it!", "Image" is: "The three children still want to drink a spoonful of fresh soup when they are asleep." The meaning is in the image, it is really seamless. It is said that this advertising painting not only attracts countless children, but also makes the mother's willing to buy and plays a very good promotion role. There is an advertisement for a West-cooled air-conditioner. The picture is a penguin image of a scarf, which makes the penguin, which is cute and clumsy, even more lovely and interesting. The slogan: "Western cold is really strong, no one can't help but sneeze!" The "meaning" of this advertisement is obvious: "The penguins who live in the most cold-resistant snow and ice all feel cold, and they all wear scarves and can't help themselves. Sneezing, let alone other situations?" Then through the "icon" of the "penguin surrounding the scarf", the two are blended and merged into one. Although the word in the advertisement does not mention the quality of the air conditioner, the advertising idea expresses the excellent cooling effect theme of the air conditioner through image combination. There is a TV commercial in the United States that can open a bottle of beer without a bottle opener. In the commercials, a man with a well-dressed, plain-looking, age of 50 or so, opened the beer bottle cap effortlessly with his hand and said to the audience: "You don't have to use your teeth anymore!" Then smile, the audience He found that he had two missing front teeth. This advertisement has aroused people's great interest. Anyone who has seen advertisements is all clap. The use of imagery in advertising creatives shows the convenience of automatic bottle opening and the trouble of manual bottle opening, making this contrast stronger and more impressive. Three attractive advertising ideas are attractive, that is, to attract the attention of consumers. Attention is the direction and concentration of a person's psychological activities to certain things in the outside world. Advertisements can only induce consumers to buy when they are first noticed. Therefore, the attraction and the attention of consumers are the basis of the success of advertising creativity, and thus constitute the basic characteristics of advertising creativity. As the American advertising guru William Bernbach said: "I often take the advertisement of 'standing a person on the head of a person' printed on a page of advertisements to attract attention. However, unless you are selling one kind of It is not a good advertisement to prevent the goods falling out of that person's pocket. In addition, it is to use your creativity, your attraction, and your ingenuity to promote the merits of your goods. It's easy to remember. "If you don't do this in this way, well, first, you are not attractive to make people look at your page ads. So no matter what you say in the ad, you are wasting money. "If you do this and it doesn't relate to your merchandise, then you create resentment because people will feel that your ad is caught in your intrigue. "What you have to do is borrow Use the most economical and creative approach to attract people and accept what you sell. Now this is a difficult thing, this is something that makes people feel anxious and sweaty. This is going to work." [US] Dan Haijinsi: "Advertising Writing Art", China Friendship Publishing Company, May 1995 edition, page 6-7. In order to make advertising ideas attract the attention of the general public, and It is a natural occurrence that does not require any unintentional attention to the will of the will. The experience of foreign advertising workers is to catch the eyes and ears of the public. A TV commercial released by Coca-Cola in the United Kingdom is good at Known for catching the eyes and ears of the public, it has caused a sensation in the UK and achieved excellent advertising benefits. The commercials show all the officers and men of the US nuclear-powered submarine "Freedomdess" survived a nuclear war. It became the last part of the human race. The submarine passed through the ocean of the war of the war, and sailed to the hometown of the United States. The battle alarm suddenly sounded, and the sailors quickly rushed to their respective positions, and the "Freedomdess" became a battle fortress again. San Francisco is far away, and the mysterious radio signal just received has become clearer, but it is sometimes unpredictable. The boat floated to the surface, and the sailors on the deck silently mourned the destroyed city. The formed commando team was under the command of Major General Jackson, and quietly approached the ruins of a supermarket, the Major General felt fear and pain. The mind is full of pre-war and girlfriend shopping, and now the war has taken away her charm and silver bell-like laughter... When the mysterious signal appears again, the commando decisive after the broken wall The ground rushed into the broken building. After a shuttle shot, they were shocked to find that there were no enemies and no war facilities. Some were just a transmitter placed on the edge of the window and a drink that was hung by the curtains. Whenever the sea breeze blows in, the curtains float, and the beverage cans are slammed into the transmitter, so that the buttons are unconsciously beaten on the keys, and there is no rule, so the signals cannot be deciphered. In the face of the scene, the officers and men are ridiculous and relatively speechless. At this time, the lens is getting closer and closer to the beverage can. When it fills the entire screen, people see that it is Troublemaker is the "Coca-Cola" beverage can finally launched the slogan:. "When the whole human race, the Coca-Cola still exists. The creative concept of the advertisement is a surreal imagination, which strongly expresses Coca-Cola's unshakable position in the market and the public psychology, creating shocking power and great appeal. The advertising and product impressions are deeply penetrated into the audience. For the soul, see Luo Jian, Gu Ling: "Advertising Creativity", China Economic Publishing House, August 1995, pp. 36-37. A TV commercial of "Happy" car is also good at catching people's eyes and ears. It left a very deep impression. The TV commercials began, some people drove a car and ran rampant, and they overtaken the car. There were a lot of dangerous moves, which made people sweat. At this time, the narration came out: His life and death is in his car. He is a famous stunt driver in Europe. In Europe, there are 50 different models of cars to choose from. But when he filmed more than 100 stunt films, he finally Or choose it! The subtitles of the last car close-up: "'Happy'126, family car!" The above two advertisements are all new and strange, and they are produced in the heart of consumption. Effects should, thus increasing the impact and appeal of advertising.

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