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TV advertising creativity

We write an article that emphasizes “meaning first,” and so does the writing of TV commercials. The charm of TV commercials comes from creativity, and there is no vitality without creativity.
One of the keys to creativity is to be innovative. Like literary creation, TV commercials are also the most taboo, falling into the cliché. The creator must have a unique idea to win with freshness. For example, a French promotion of the "Pioneer" piano TV commercials has certain new ideas:

A black pianist played a grand piano on various streets in San Francisco. He played lively jazz while running on the streets of Doras. The TV camera captures a series of changing frames, like a camera, with six or seven consecutive shots. Finally, the pianist and his beautiful, advanced grand piano are escorted by two white motorcycles and pass through the Golden Gate Bridge. Disappeared in the distance of the picture. Then there was a slogan: "The unspeakable taste, Pioneer."

There is no demand for piano performance here, but the atmosphere and mood it creates are full of freshness. It seems as though through advertising: "Look at such a life, such work and such fun."
The second key to creativity is to leave room for imagination. Literary creation emphasizes the combination of reality and reality, leaving the reader with a space for recollection and chewing. After the reader recollects and chews, the reader will have a deeper aesthetic experience, so that the content of the work leaves a deep impression in the mind. It is also true as a TV commercial. The following example:
Advertising shot of the People's Insurance Company of China, Shanghai Branch: Two goldfish swim freely in the aquarium.
Lens 2: A goldfish bowl is placed securely on the shelf.
Lens 3: Suddenly, the fish tank fell from the shelf, fell to the ground and shattered, and water, fish and glass fragments splashed around.
Shot 4: A goldfish tumbling back and forth on the ground, dying.
Lens 5: The water, goldfish and glass fragments on the ground gradually gather together, and return to the original position of the shelf along the falling track. The glass fragments are folded into a fish tank, and the two goldfish swim leisurely in the water tank as usual. Come and swim.
Lens 6: "Participate in insurance, save the risk."
Lens 7: The yuan of the yuan is quickly circulated.
Lens 8: "China People's Insurance Company Shanghai Branch".

In the above ads, it cleverly uses the psychological mechanism of Lenovo. The sudden drop and smash of the goldfish tank can be reminiscent of the saying that "there are unexpected events, people have a good fortune", and the magical restoration of the goldfish tank naturally reminds people of the protection of personal safety and property. Compared with those slogans that only shout slogans such as "There are unpredictable circumstances, I have people's insurance", the appeal and persuasiveness are much stronger. So, it can be said that this is a brand new insurance advertisement.
The third key to TV advertising creativity is to attract attention to the audience.
Television is a comprehensive medium that combines sound and light effects with dramatic performances. It is a face-to-face medium with high penetration and dynamics. Since most viewers watch TV programs, the advertisements are completely inadvertent and passive. Therefore, TV ads must break through the relaxed state of the audience at the beginning, causing their curiosity, excitement and other emotions to attract them. Attention. The following example of a German hamburger ad:

TV screen:
A child's fat two calves walked on the beach, leaving behind two lines of shallow footprints.
There is no single explanation for the entire advertisement, which is the case for 15 consecutive days.
On the sixteenth day, every time the child took a step, a hamburger came out of each footprint, and a string of footprints was exchanged for a hamburger.

The success of hamburger advertising lies in the use of suspense. When the footprints of the fat two calves appeared on the advertisement screen, the audience was immediately irritated because of the incomprehensibility, and began to guess the content of the advertisement with great interest. When the same picture appeared on the second and third days, the concept became more inexplicable, curiosity became the focus of attention, and suspicion turned into positive thinking about dispelling doubts. On the tenth and eleventh days, when everything is still the same, the audience’s thoughts are completely “hanged”. What is going on, explaining the doubts and the strong desire to find the bottom, driving people to concentrate on advertising content. . On the 16th day, the appetite of the audience was suffocated, and the cute and cute little footprints of the audience jumped out of the same cute and attractive hamburger. At this point, the suspense was released, oh, it turned out to be a hamburger advertisement. No one who has seen this advertisement will forget the burger that is so "a long-awaited". The effect of these 16-day advertising effects on the 16-day effect of the general advertising format is not the same.


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