Advertising creativity is the beginning of advertising creation, which determines the choice of other factors in advertising. I collected some papers about advertising creativity. Welcome to reading.
Abstract: Advertising originality is the soul of advertising. Advertising creativity is a challenge to advertisers' creative ability. It requires advertisers to think, not just stick to inspiration, but follow certain creative principles. The development of modern communication and marketing theory has injected scientific connotation and new vitality into advertising creativity, thus enriching the creative strategies of modern advertising.
Keywords: the significance of advertising creative principles
I. Introduction
In this commercial society where we live, advertisements are everywhere. Some of these advertisements are mediocre, and some are unique and innovative, thus leaving a deep impression on people. Besides design and production, whether there is consumer insight in the process of advertising creativity is an extremely important factor. After advertising planning, advertising activities have entered a substantive creative stage. At this time, the advertisement creator should consider how to fully and artistically express and explain the theme of the advertisement. A successful advertising strategy first comes from extraordinary creativity. Creativity is the driving force to attract consumers' attention and stimulate their desire to buy.
Second, what is advertising creativity
With the sustained high-speed economic growth in China, the market competition is constantly expanding and escalating, and the commercial war has begun to enter the period of "intellectual" war. Advertising has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" has become the most popular and commonly used word in China advertising industry. "Creativity" means "creativity" in English, which means creating, creating and causing. "Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagery of advertising theme creativity. The originality principle of advertising creativity. The so-called originality principle means that advertising creativity should not stick to the old rules, but be brave in innovation and be good at being unconventional. Original advertising creativity has the biggest psychological breakthrough effect. Unique novelty is to attract attention, and its unique charm will arouse people's strong interest and leave a deep impression on the audience's mind. Being remembered for a long time, this series of psychological processes conforms to the psychological ladder goal of advertising communication. The principle of effectiveness of advertising creativity. Creativity is the first principle of advertising creativity, but creativity is not the purpose. Whether advertising creativity can achieve the purpose of promotion basically depends on the communication efficiency of advertising information, which is the effectiveness principle of advertising creativity, including understanding and relevance. Understanding is easy to be accepted by a wide audience. In advertising creativity, we should be good at combining various information symbol elements to make it moderately novel and original. The key is to find the best combination of novelty and understandability. Relevance refers to the memory association between the image combination in advertising creativity and the theme content of advertising.
Third, advertising creativity needs humor.
Humor is a kind of mental regulator, which can reduce people's depression and anxiety, maintain psychological balance and give people a relaxed and happy feeling. Humor, as a common method and means of modern advertising, has achieved unique artistic effect by its harmonious attitude inside and outside, praising truth, goodness and beauty and lashing falsehood and ugliness through laughter caused by dramatic images, and has become a popular advertising form in the field of modern advertising. As we all know, in the film and television advertising scene of Cannes Advertising Festival, most of the advertisements that won applause came from humor. As advertising master Borders said, "If you use humor skillfully, there is nothing that can't be sold." Humor advertising is such an ancient and effective method, which attracts the audience's attention to advertising, improves the audience's advertising contact rate, enables people to complete the thinking process of cognition, memory, choice and decision-making of advertising goods or services with a relaxed and happy attitude, promotes the audience to form a good attitude towards advertising brands, and forms an entertaining consumer culture. It has become an effective "soft sales" strategy in modern marketing and has extremely wide application value in the field of commercial advertising. Aim at the right advertising target. Not all advertisements are suitable for humorous appeals. Humor advertisements can only play a good role if they are aimed at the right target or target audience. Generally speaking, products that people naturally need, such as catering, clothing, travel, sporting goods, etc., are suitable for promotion with humorous advertisements, while products with higher rationality, such as products related to life and assets, are not suitable for humorous advertisements. Humor advertisements will be self-defeating if they are not properly combined with product characteristics, which will make the audience feel distrust. When creating humorous advertisements, we should avoid usurping the role of the host, and we should not be humorous for the sake of humor, thus decoupling advertisements from brands and failing to achieve the effect of advertising communication. Humor advertising is not a national entertainment, and the target audience of different products is different. Therefore, we should appeal in different ways according to the national conditions, cultural background, national habits, aesthetic psychology, social class, gender group and age stage of different target audiences, so that humorous advertisements can arouse the feelings of the audience. Humorous advertisements should leave a deep impression on the audience, and their artistic forms and methods must be rich and colorful, and they can skillfully use artistic expressions such as exaggeration, metaphor, association, transplantation and inversion to realize the collision and blending of truth and illusion, truth and absurdity in humorous advertisements. Excellent humorous advertisements often adopt unconventional artistic expressions to shock the audience with the originality of their works. In Pepsi-Frozen, the creator boldly used exaggerated expressions: the young man greedily drank Pepsi in the ice and snow, and his lips stuck to the coke can because of the low temperature. When he went to see a doctor, he found many people like himself, including men, women, children and even dogs. This bold exaggeration is based on certain credibility, which makes advertising unique and the promotion effect is self-evident.
Fourth, consumers have insight into advertising creativity.
Modern China economy is the era of market economy. Consumers decide what businesses sell, what manufacturers produce and what designers design. The will of consumers represents the market demand and determines the demand for advertising creativity and the willingness to meet it. Excellent advertising creativity can satisfy consumers' wishes, go straight to consumers' hearts, guide them to develop in the direction of advertising appeal, and thus affect their behavior. Therefore, the influence of consumer insight on advertising creativity is enormous, far-reaching and practical. In fact, effective marketing communication is inseparable from consumer insight, and when it comes to consumer insight, many people only analyze it from a narrow level such as cultural anthropology, social psychology and living habits. In fact, the consumer insight that advertising creative people have to do is to understand the' demand' of consumption. In other words, we need to know the truest voice of consumers. Sometimes, consumers themselves can't clearly understand their own needs and make such a sound, so we need to dig out the hidden voices and needs of consumers through their insight into this process; And through the creative way of advertising, choose the appropriate advertising forms and communication channels, and tell them your insights. Consumers will feel that you understand his needs and speak his mind, so that they are moved by advertisements, and then consume and meet their own needs.
Verb (abbreviation of verb) conclusion
Understanding the process of consumer information search is very important for formulating correct advertising communication strategies, because understanding the process of consumer information search is the most basic stage to provide communication information and influence consumers' decisions. The purpose of consumer information search is to identify and distinguish the internal quality, value and function of products in order to make correct purchase decisions. The degree of consumers' observation and recognition of product quality, value and function is a function of their information search ability and information search cost.
References:
Robert Escarpit. On humor [C]. Shanghai Social Sciences Press, 2009.
[2] Wang Xiaodong. Humor instantly wins the favor of others at will [C]. Kyushu publishing house, 20 1 1.
[3] Li Meiling. Humorous advertisement: a "powerful medicine" to attract attention. Beijing Modern Business Daily, 2008. 04。 1 1。
Abstract: the level of advertising creativity determines the effect of advertising. This paper analyzes the connotation and dual characteristics of advertising creativity, as well as the process and thinking method of advertising creativity, and puts forward the basic rules of advertising creative design. Finally, combined with the requirements of modern society for advertising, this paper expounds the macro grasp and positioning of advertising creativity.
Keywords: advertising creative connotation and characteristics, process and thinking method, basic law, macro grasp and positioning
Advertising creativity is the beginning of advertising creation, which determines the choice of other factors in advertising. Although advertising creativity needs to consider many comprehensive factors, it also has many important characteristics of general creative thinking and needs divergent thinking, which plays an extremely important role in creativity. In real life, a good idea can create a classic advertisement and bring huge economic benefits to businesses. Therefore, it is very necessary to discuss and study advertising creativity.
In today's social environment, advertisements are everywhere. Some of these advertisements are mediocre, and some are unique and innovative, thus leaving a deep impression on people. In addition to design and production, the level of advertising creativity is also an extremely important factor.
First, the connotation and characteristics of advertising creativity
What is advertising creativity? "Creativity" means "creativity" in English, which means creating, creating and causing. "Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagery of advertising theme creativity.
With the sustained high-speed growth of China's economy, the market competition is constantly expanding and upgrading, and the commercial war begins to enter the period of "intellectual war". Advertising has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" has become the most popular and commonly used word in China advertising industry [1]. Because of this, advertising creativity has the following two principles: originality principle and effectiveness principle. The so-called original principle is that advertising creativity should be brave and good at being unconventional and creative. Original advertising creativity has the biggest psychological breakthrough effect. Unique novelty will attract people's attention, and its bright charm will arouse people's strong interest and leave a deep impression on the audience's mind. This series of psychological processes conforms to the psychological ladder goal of advertising communication. Creativity is the first principle of advertising creativity, but creativity is not the purpose. Whether advertising creativity can achieve the purpose of promotion basically depends on the communication efficiency of advertising information, which is the effectiveness principle of advertising creativity, including understanding and relevance. Understanding is easy to be accepted by a wide audience. Planners should be good at combining all kinds of information symbol elements to make them have moderate novelty and originality when carrying out advertising creativity. The key is to find the best combination of novelty and understandability. Relevance refers to the memory association between the image combination in advertising creativity and the theme content of advertising [2].
Second, the process and thinking method of advertising creativity
1。 Advertising creative process
The formation process of advertising creativity can be roughly divided into four stages:
The preparation period mainly refers to the preparation stage of finding problems, screening problems and establishing the problems to be solved first. Among them, the accuracy, usefulness, significance and uniqueness of finding problems are the key. Only by choosing the right topic can we avoid blindness. In addition, after selecting the problem, we should further examine it from all angles in order to accurately capture the ideas suitable for solving the problem, prepare relevant knowledge, collect relevant experience, analyze relevant matters, create relevant conditions, and foresee possible difficulties and consequences. This stage is often a period of high psychological tension and concentration.
In the gestation period, its main feature is "relaxation", which changes the mental state from tense "dynamic" to liberated "static", that is, the focus of activities shifts from the conscious area to the unconscious area. At this time, the main task is to eliminate all unconscious obstacles, restore the activity state of the subconscious mind, promote the mutual support, mutual penetration and cooperation of diversified factors, and strengthen the interaction between the subconscious mind and consciousness. This is a period of inspiration and inspiration for generate.
Epiphany period mainly refers to the idea that has been brewed and created, such as "the future is bright". Often manifested as an epiphany, accidental acquisition or dramatic encounter. If the gestation period is the accumulation and gradual progress of "quantity" in the creative process, then the epiphany period is the breakthrough and gradual progress of "quality" in the creative process. The epiphany period is a qualitative turning point in the creative process, which makes the whole creative process rise to a new and higher level.
In the period of perfection, at this stage, the function of consciousness began to play a leading role again, returning from the state of diffuse thinking to the state of concentrated thinking. At this stage, we need to immediately capture, identify, track and improve outstanding ideas, brand-new concepts and strange ideas that first flash. At this time, a little hesitation and negligence may lead to gains and losses. The perfection period is also the demonstration period, which is the appraisal period of creative achievements and their values, including logical demonstration and practical value demonstration. At this time, we should also put forward feasible and clear practical methods or directions to solve problems, so as not to turn good ideas into utopia [3].
2。 Creative thinking method of advertising
James young, an American advertising professor, said: "Creativity is not only the inspiration, but also the result of thinking." Creativity comes from "the recombination of existing elements", and creativity is not the exclusive product of genius. He analyzed that the thinking method of advertising creativity should at least include the following three basic thinking methods:
Vertical thinking method. That is to say, vertical thinking up or down according to a certain thinking route is a method of spiritual self-expansion. It has always been evaluated as the most ideal way of thinking. The advantage is relative safety and clear thinking direction. Its defect is that it focuses on past experiences and patterns, and only reprints or improves old consciousness.
Lateral thinking method. Also known as the lateral thinking method, it develops in many directions when thinking about problems. This method is conducive to the generation of new ideas, but it cannot replace the vertical thinking method and can only make up for the latter's shortcomings. The vertical method is still used to think about any idea, and the horizontal thinking method can remind creative people not to stand still when thinking. The two methods cooperate with each other and are used flexibly, which can get twice the result with half the effort.
Brainstorm business rules. That is, a group of people gather all the participants' ideas about special problems to solve problems by way of meeting, which is a valuable creative thinking method.
Successful advertising creative design mainly uses scientific methods to let advertising creators play their talents and use accumulated practical experience; Advertising creators need to get rid of old ideas, use associative thinking, catch the spark of thought and create fascinating artistic conception; It is necessary to make its theme novel, distinctive, noble in taste, far-reaching in artistic conception and excellent in visual expression and written expression; It needs concepts, thoughts, concepts, intentions and images with novel and unique forms of expression and social value; Visualize concepts, feelings and emotions; It is necessary to grasp the target consumer groups of the new economy in the new century and pay attention to the development trend of high-tech products in the world market [4].
Third, the basic principles of advertising creative design
1。 Integration of science and art
As a highly unified knowledge system of science and art, advertising creativity should establish the concept of "science is the beginning and art is the end". The so-called "science is the beginning" means that the pre-advertising work, such as the implementation of marketing objectives, the determination of advertising strategies, the selection of advertising objectives and the description of life forms, and the derivation of advertising creative ideas, are all based on scientific market research and market analysis. The so-called "art is the purpose" is to express the demands of advertising in an artistic way, so that it is possible to create advertisements that attract consumers. Excellent advertising creativity is not to exaggerate or show off, but to give play to the wisdom of the planner and make the advertising information simple, clear and dramatic, so as to leave a deep and indelible impression on consumers' minds.
2。 Uniqueness
According to international practice, advertising creativity belongs to the category of intellectual property rights and should be creative. Advertising is a process of persuasion and explanation by making full use of imagination, intuition and insight, in any effective way, with wholehearted wisdom and thinking. Therefore, advertising creativity is the most attractive part of advertising elements. As a primitive labor, the final labor result of advertising creativity should be primitive and unique. Either the creative thinking is unique, or the expression is unique, or the communication is unique, or the sales theme is unique. In short, there must be a distinct and distinctive theme.
3。 Market efficiency
The so-called effectiveness means that it can bring realistic advertising effects and bring practical benefits to advertisers. The purpose of advertising creativity is to better persuade. Advertising creativity is consistent with the purpose and theme of advertising, which requires both imagination and aimlessness. Creators should use their imagination and tap their imagination to make the information conveyed by the theme or solution more vivid, credible and convincing.
4。 Scientific rationality
Advertising creation activities are full of collision, blending, transformation and combination between different things, between reality and fantasy, between truth and absurdity, between humor and irony, and between concrete and abstract, which requires planners to exert their imagination and use the boldest and most whimsical methods to create advertising products. However, the essence of advertising is a commodity, and the attributes of the commodity determine the imagination and creativity of creativity, which is not arbitrary and absurd. It must also follow certain laws and grasp certain limits [5].
Fourth, the macro grasp and positioning of advertising creativity.
Marketing determines the positioning of advertising creativity. Today, the concept of social marketing has been formed, and the products provided by enterprises can not only meet the temporary needs of some consumers, but also meet the long-term interests of consumers and the overall interests of society. Advertising creativity must also cooperate with it. Therefore, it will be the correct direction of modern advertising creativity to focus on shaping long-term interests and goals and show sincere concern for society in content. Everyone's desire restricts the strategy of advertising creativity. Advertising creative strategy is developed on the basis of creative content positioning. Nowadays, advertising, as the carrier of commodity information appeal, is far from meeting the needs of the public. It must meet people's growing spiritual needs. Although advertising needs to achieve the purpose of promotion, it cannot be widely advertised for the sake of promotion, because advertising shoulders great social functions. In the process of planning, design and production, advertising planners must not ignore the unique characteristics of advertising as people's aesthetic and cultural and artistic forms. The strategy of advertising creativity must conform to this trend [6].
Today's society is an information explosion society. On the one hand, the huge amount of information enables us to know more about our surroundings, but on the other hand, it also brings more and more pressure to our thoughts. Excessive advertising products and brand information have formed a sharp contradiction with limited audience capacity. Among many products and brands, the problem that the audience faces in the purchase decision is not only what to buy, but also which brand to accept and choose. From the above analysis, we can see that the change and development of market concept and public psychological desire not only means that advertising planners must jump out of the traditional framework of selling goods to meet the material needs of the audience, but also require advertising planners to display their talents with the mind and strategy of a creator and artist under the guidance of new research ideas and consciously create unprecedented advertising myths. At the same time, advertising planners must be more aware that "an advertisement saves a factory" is only a thing of the past. Advertising is not enough for modern marketing. It is a three-dimensional integrated promotion activity, in which advertising only plays the role of "communication and publicity". Therefore, a good advertising idea is active and effective in attracting attention and increasing interest, but its role in deepening understanding and promoting purchase is quite limited. This is a correction to the previous advertisements that only emphasized the increase of material practical value and ignored its spiritual aesthetic value; At present, it is to return to the essence and value of advertising.
References:
Li Jianli. Advertising culturology [M]. Beijing: Beijing Broadcasting Institute Press, 2005: 20.
[2] Hu Chuanni. Advertising creative performance [M]. Beijing: Renmin University of China Press, 2003: 2 1-27.
[3] Jian Luo. Advertising creativity [M]. Beijing: China Economic Publishing House, 1995: 34.
[4] Chen Peiai. Principles of advertising [M]. Shanghai Fudan University Press 2003: 45.
[5] Yu, creativity of advertising planning [M]. Shanghai: Fudan University Press, 2003:12-14.
[6] Zhu Zhu. Brand promotion [M]. Beijing: China Economic Publishing House, 1998: 13.
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