Generally speaking, before writing an advertising manuscript, the writer should investigate and predict the market, understand the psychological state of consumers, study goods or services carefully and master a lot of information. On this basis, the writer fully mobilized the psychological functions of imagination and association and entered substantive creative activities. Specifically, to create the "meaning" of advertising, we must do the following:
Understand the uniqueness of the product
The uniqueness of products is an important basis for the source of advertising creativity. Due to the increasingly fierce competition among commodities, there are not many truly unique commodities. Therefore, it is undoubtedly an excellent condition for the creator to find out the uniqueness superior to others.
If the differences between commodities are not obvious, then the author needs to look for them, mainly referring to the following aspects in the search:
(A) the commodity itself
Including:
How is it made? How many quality management procedures have you passed?
How long has it been in production?
-What are its ingredients and sources?
-Distribution channels?
Where can I buy it?
-Is it unique?
Who designed it? How is it packaged? etc
(B) the use of goods
Some goods (such as clothing, jewelry, perfume or cars, etc. ) can help us define a person's lifestyle and taste; But there are many commodities, such as washing powder, and no one uses it to describe a person's lifestyle. This requires some methods to understand the relationship between goods and consumers:
Let consumers use it in front of you and tell you what they think.
-Let consumers try and compare different brands.
-Go shopping with the target audience and find out the factors that make them decide to buy, and so on.
(3) User information
Including:
Who will buy this product? Who else will buy it?
-Where do they live?
-What kind of people are they?
Have any celebrities used this product?
-Did the buyer buy it for himself or as a gift?
Can anyone afford it? Or can some people afford it? Wait a minute.
(4) Other circumstances.
-Discussion with experts and journalists;
What if this product doesn't exist?
How do consumers comment on advertisements?
-How to do this advertisement in other countries and regions?
-Newsworthy or topical?
In order to create the "meaning" of advertising, we must carefully analyze and dig deeply into the above situation. When talking about the theme of the article, Huang Zongxi said: "It is like a jade in the garden. You can't turn it into jade until you dig through the stubborn garden. " He compared the theme to "jade" and the material to "general", and jade can only be seen when it is opened. The same is true of the creativity of advertising. Only by repeatedly pondering, comparing and discriminating various situations can we find meaning.