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Advertising creativity

The idea is that the advertiser imagines, processes, combines and creates the object of the advertisement, so that the potential traits of the product are sublimated into the figuration that the consumer can feel, and grasp the attention of the consumer, make it interested, and finally convince the consumer. Take the purchase action. Advertising creativity is one of the top priorities of advertising creation. American advertising guru David Ogilvy said: "To attract the attention of consumers and let them buy your products, you must have good ideas. Unless your advertisement has good ideas, otherwise it will A ship that is swallowed up by the darkness." This idea is creativity. He also pointed out: "If the advertising campaign is not composed of great ideas, then it is only a second-rate product." "If the poster content, there is no outstanding creativity, it is doomed to fail." [United States] Dan Haijinsi: "Advertising Writing Art", China Friendship Publishing Company, May 1995 edition, p. 81. Each link and process of the advertising campaign, such as determining the advertising performance policy, appeal focus, information dissemination method, copywriting, design creation, etc., are all based on advertising creativity. It can be said that without advertising creativity, there is no advertising creation, and advertising activities cannot be carried out in depth.

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