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The meaning of advertising creativity

The so-called "meaning" is the subject matter, or the theme. No matter what articles people write, they will not be blind and purposeless. The author's basic views, opinions, attitudes, and emotions are expressed through the article. This is the meaning of the article and the subject of the article. The same is true of advertising. Regardless of the length of an advertisement, there is a core of the most important and basic. For example, the Swedish “rich” car, its TV commercials are shot like this: A rainy night with heavy rain. A young man drives a car to his girlfriend's house and wants to pick her up to go to the ball. The storm was too big and the whole family did not agree to the young women going out. But the young women are stubbornly obsessed with the facts. The young woman’s father said: “I am mainly worried that his car is not safe. So, for the safety of both of you, lend me my favorite 'rich' car!” The young woman clapped her hands and ran over to hug His father, and kissed him on his cheek, said: "Dad is so good!" The "meaning" of this TV commercial is: the use of "rich" cars is the safest. There are also creative issues in advertising planning. For example, the advertising planning process of Faw Shampoo is a creative process. China's cosmetics and washing products market is the most competitive, especially all kinds of shampoo. Large to famous shop commercial buildings, small to smoke shop pharmacies, all kinds of shampoo forests. In this situation, the Shanghai Synthetic Detergent Factory, which produces the famous "White Cat" washing powder, also launched the "Faiao" four-in-one shampoo to the market. In order to cooperate with the launch of new products, the factory commissioned Jinma Advertising Co., Ltd. as " Fao's advertising is creatively planned. According to market research and product analysis, the advertising planners came to the conclusion that: First, Faw is basically in the same grade as other products that have dominated the market, but the latter has already gained the upper hand in appeals. Therefore, Fao should use the brand image as the theme of appeal in advertising. Second, although there is no difference in quality from other products, many joint ventures use internationally renowned trademarks to cater to the public's advocacy and satisfaction with famous brands. Although the domestically produced new brand Fao has some foreign flavors in the writing and pronunciation of trademarks, it still has a strong Chinese local flavor. If it competes with international famous brands, it seems to be weak, so the focus of advertising appeals should be put In the overall personality of the company, squeeze out a position in the already occupied market. Third, Shanghai Synthetic Detergent Factory is a large state-owned enterprise specializing in the production of various types of washing products. Its products have a good reputation at home and abroad, especially its "white cat" trademark is well known to women and children, the famous "white cat" has become the "washing expert" in people's minds, the quality of many consumers' white cat series products. Believe in no doubt. The same Fao shampoo shampoo should take advantage of this in advertising. Fourth, the current shampoo advertisements appear in the image of handsome men and women, and the audience has become tired of it, so Fao must seek a new image. In summary, the Golden Horse Advertising Company believes that the first advertisement of Fao should be based on brand promotion, but it must make full use of the accumulation effect of advertising by Bai Mao for decades. Only in this way can the popularity of Faoao be rapidly increased in a short period of time during the introduction period, and stand in the market of strong hands like Lin. After repeated scrutiny, the company's creators finally created the "White Cat for Washing Clothes, Shampoo Usage", which is still widely known and is positioned more than the product attached to White Cat. This advertising plan has at least the following "meaning": First of all, this slogan not only sends such a message to the customer group: Fao, the white cat and the same one, the quality is of course equally credible; and the Fao is connected with the white cat. Easy to remember. Secondly, it is also possible to make a white cat's suggestive propaganda at the same time as the advertisement of the Austrian Olympics. It can be said that it can do more with less. In order to achieve high popularity in a short period of time, in order to compete with a large number of other brands of shampoo and to gain the upper hand, they use a variety of media such as television, radio, newspaper, outdoor and point of sale, and constantly Repeat, strengthen the memory, and effectively transmit the information and brand launched by the new law to the general customer base. In the autumn of 1991, Shanghai Synthetic Detergent Factory and Shanghai Department Store jointly held a joint exhibition of white cats and Fao series products. In the planning of advertising, Jinma Advertising Company put forward the "white" for the current situation of many exhibition advertisements. The brand-new title of "Cat, Fao Jinqiu Symphony", and the use of "Mr. White Cat" and "Miss Fao" to play the anthropomorphic image of the singing in the newspaper and street sign advertising design, is unique in many advertisements, and is very eye-catching. After such advertising, Faso shampoo's popularity has increased significantly in a short period of time, and sales have continued to increase. In summary, as the famous American DOB advertising company leader William Penric said, we have no time and no money, only the creativity of advertising. The meaning is that, without the creative, the advertiser has nothing. Creativity is the life of advertising, or the artistic life of advertising lies in creativity.

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