Secretarial knowledge > Advertising

The role of advertising creativity

“Italian” is very important for advertising documents, and it plays a leading role in a decisive dominance in a manuscript. In the Ming Dynasty, Wang Fuzhi once said in an image: "Italian is also handsome, no handsome soldier, that is, Wuhe." This means that the text intends to play the role of commander in the manuscript. First of all, "Italian" commanded the material. When writing an advertising document, there are many materials that can be used. So, which materials to take and which materials to use, according to what standards? The standard is based on the need to express the meaning of the text. This is not the case with the following advertisements: Love Service ×× is a pure Chinese medicine external spray developed jointly by XX Enterprises and XX Pharmaceutical Factory. Based on the business philosophy of serving the public and benefiting the mulberry, the company has opened more than a thousand love service stations throughout the country, providing free trial treatment for the majority of patients, achieving good results, causing great social repercussions and gaining international reputation. In the attitude of being responsible for patients, we sincerely invite patients with joints, waist and shoulders to pain and pain to come to the ××Love Service Station for free trial and experience the efficacy. Features of this product 1. Innovative and scientific easy to use: When using, spray this product on special cloth, and press it on the sore part of the affected part and related acupuncture points. 2. Quick effect: After using it for a few minutes, you will feel strongly that the heat flow quickly penetrates into the pain, and the swelling and pain are alleviated. 3. Using this product, you will immediately experience acupuncture, canning, physiotherapy, and massage. Anti-inflammatory and pain relief, swelling and phlegm, Shujin active, improve local blood circulation, promote tissue repair, after a few minutes of treatment, XX unique efficacy makes you feel sore. 3 times a day, 7 days a course of treatment, anti-inflammatory and analgesic effect is obvious. The biggest mistake in advertising is the inconsistency between 'meaning' and material. The overall topic is "Love Service", but most of the content is about the characteristics of medicine. Liu Xizai said in the "Arts": "There is no law, because the title is the situation." The so-called "text is not fixed" does not mean that writing has no rules to find, but only that there is no fixed, unchanging format. The structure of an article is determined by the theme. The structure of an advertising document is also subject to the will of the text, subject to the needs of a certain expression. Let's take a look at the following advertising manuscripts: Please subscribe to the bi-monthly foreign literature "Foreign Literature" to cherish x×year with persistence, self-confidence and vitality! The old-age journey left us with a solid footprint for us to develop forward. The newly-created [Women's Literature] column introduces a generation of newcomers to American black women writers Walker, Morrison, and Marshall; [documentary literature] explores a new phenomenon in contemporary Western literature; [Western Book Review Han Hua] introduces Western literature Excellent book review in newspapers and magazines. At the same time, [Fictions] is a collection of elegant and popular works, adding a plot of interesting and interesting works; [Poetry] is a literary confluence between the two sides of the Taiwan Straits, and the translation of poems by Taiwanese poets is not published. As a result, we have won the readers and withstood the challenges of the “low valley” period. Looking forward to XX, we will expand the boundaries of literature and strive to include different types of new writing - literary, popular, reportage, biographical, interview, magazine essays, history of thought, history of science, history of art. Chapter. It will also be translated into the latest commentary on contemporary Western literary theory, representing different perspectives of law and beauty, and accompanying the forewords of Chinese researchers, hoping to clarify certain basic issues for Chinese readers and writers. In the [Art] column, you will introduce paintings, sculptures, and photography in the 1980s—including more realistic and more interesting “superrealism” works. [Selection of literary history] will continue to be published - Milton's re-recognition, 18th century essay overview, Shaw Bernard's perspective, and so on. In short, let this little magazine become a reflection of contemporary foreign literature and culture. This journal is edited by Professor XXXX, published by ××× Press, and distributed by the post office nationwide. Mail code 2-450, welcome to subscribe. The text of the advertisement is: The magazine "Foreign Literature" is a multi-circle that reflects contemporary foreign literature and culture. The entire advertisement is divided into four parts, all of which are centered on the above. Again, the meaning of the text is also the language of the advertisement. Wang Fuzhi said: "I am also handsome and handsome, and there is no handsome soldier, which is called Wuhe." This "Bing" certainly includes the language of advertising. The language of advertising, if you don’t use a central meaning, but just “winter to the gourd and pull the pumpkin”, it can only be “scattered beads and chaos”, unable to play its role in expressing meaning and affecting consumers. . Du Mu, a poet of the Tang Dynasty, said in the book "Ai Zhuang Chongshu": "If you don't want to stand up first, then you can take the name of the literary genre and take it around. It is more and more confusing. If you enter, you will not know it. Whoever, scatters himself.” The meaning is that if an article does not establish the theme first, it is light and colorful, and it has many gorgeous names. So, the more you write, the more you don’t know what to say, just like a person enters. In the bustling market, no one knows who is in the chaos. From the perspective of rhetoric, the restriction of the meaning of the text on the language of advertising is more obvious. Serious art, such as advertisements such as funeral and burial, the language should be solemn; the youthful literary meaning, such as selling advertisements such as girls and boys, the language should be lively and romantic; the meaning of life is full, such as sales promotion. Advertisements such as farmer supplies, the language should be popular, easy to understand, rich in earthy smell; cultural charm, such as advertising books, art, film and television, the language should be elegant, beautiful; with a sense of humor The meaning of the text, such as those humorous advertising, the language is humorous, funny, and so on. In addition, different ideas will have different promotional effects. "Looking at the side of the mountain into a peak, the distance is different." Writing an advertising document and choosing different ideas will have different effects. For example, "Sony" has different ideas in China, Taiwan, and international TV commercial competitions: 1. Sony's newspaper advertisement in mainland China. Headline: SONY Is this the first name you see? Three-point advertising below. A huge black-faced word SONY was printed on the screen, and the SONY characters appeared again in the text. The whole advertisement, SONY, appeared 23 times in total. 2. Sony's magazine advertising title in Taiwan: the worldwide trademark SONY. Subtitle: A "world first" that you and I can have. Advertising: Maybe you have many first choices in your life, some get, and some don't. There is a kind of first thing that you and I can have, that is, SONY! From all over the world to Taiwan, Sony Color TV has won the awards of various world patents, and it is used by most experts and recommended in Taiwan. There are 4 Sony TV's defending records. The good color is not afraid of no one to appreciate, the "first" Sony TV, is everyone to see. Enjoy the highest honor of the world family, pay attention to you, buy color TV, of course, first SONY! 3. Sony's advertising screen won in the international TV commercial contest: a young man on the couch is watching TV. The TV is outside the painting, and the characters are positive expressions, the same below. There is a young woman next to the young man. There was another lively and lovely boy in the middle. This is a pair of old men and women. There are more daughter-in-law and two grandchildren on the sofa. Advertising word: This is Sony. Sony’s newspaper advertisements in mainland China focus on highlighting brand names and brand impressions. Therefore, it adopts a repetitive method to allow SONYs of all sizes to appear 23 times in the same advertisement in an attempt to make them in the advertising ocean. People can remember SONY. Sony’s magazine advertisements in Taiwan have the meaning of strengthening the value of the goods themselves and enhancing consumers’ confidence in pursuing high-level consumption. Sony’s advertising in the International TV Advertising Competition is based on the promise of quality. Its quality can be accompanied by three generations. Its style and function are never out of date, and its charm can appeal to people of different ages. The same is a Sony, in different media, different regions, have different ideas. On the one hand, it shows that creativity is always inexhaustible, on the other hand, it explains the role of creativity: different ideas have different effects.

recommended article

popular articles