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Family of TV commercials

Due to the rapid development of the industrial society and the accelerated pace of work and life, social life is becoming more and more impersonal, and interpersonal relationships are becoming increasingly indifferent. Because of this, people need family warmth and affection in their daily lives. If the advertisement is rendered through the picture, text, color, atmosphere, depicting the warmth of daily life and the affection between relatives and friends, it can often achieve the effect of narrowing the psychological distance between the target of the advertisement and the consumer, so that the consumer can feel good and deepen the impression. , thereby generating shopping motives.
From 1992 to 1993, the Hong Kong and Kowloon Railway Company launched a series of nostalgic and nostalgic TV commercials. The shooting location was chosen in the pleasant suburbs of Beijing, and the characters were a group of simple and lovely children. The whole TV screen is gray, light and old, to remind people of the memories of the past. The theme of the entire series is: We walk with you step by step. The first advertisement was for a few children playing an old-fashioned railway road maintenance vehicle on the rails. The straight rails stretched out to the far side, which indicated that the Hong Kong-Kowloon Railway was built by the hardships and accompanied by the general public. Good wishes for the future together. The second advertisement is a group of cute children playing a train-driving game. The children carefully imitate the picture: "Hey! Hey!" The sound of the train, its innocence and cuteness make people remember their childhood. The close-up of the lens against the children's legs shows that the Hong Kong and Kowloon Railways are step by step with the majority of passengers. Because of the nostalgic and affectionate atmosphere of the whole advertisement, people are even more likely to feel: "This is our own railway." The affectionate expressions of these two advertisements, from creativity to production, make people unforgettable.
The third advertisement is still an old game in which a group of cute children are playing the jumping room. This advertisement inherits the expressions and techniques of the first two advertisements. From the children’s childish and slightly clumsy game movements, people are attracted to childhood. The memory of good times, supplemented by the railway company will improve the advertising words of its services, deepen the impression of the customer group on the entire series of advertisements.
Sharp Pocket Video Visual Camera TV Advertising - Newborn Baby, also belongs to family TV ads. The young father took out the visual camera to enjoy his newly born baby while he was working. The colleague next to him saw it and his love was over everyone's words. The wife in the delivery room saw the sincere congratulations from her husband and colleagues through the visual camera. At this time, the husband said humorously to his wife: "They said that they are not like me." It means that they are not very good. The wife said with deep affection: "It's really like you." A smile that shows happiness and satisfaction. This warmth, the expression of life, the appropriate disclosure of the characteristics of the products claimed by the advertisements, not only friendly, credible, but also the family and husband who have such a situation have the desire to buy immediately. See Ouyang Kang: Modern Advertising - Expression and Creativity, Chinese Society Press, January 1996, pp. 122-123.


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