1. Creative analysis of the Snickers "Lin Daiyu Edition" advertisement
The content of this advertisement is that in a football match, the goalkeeper of one side becomes Lin Daiyu, who is very weak, and the opponent Scores continued, and when it was time for a break, her teammates took out a Snickers bar. Lin Daiyu ate it and instantly transformed into a professional goalkeeper, saving the opponent's goals. Later, the advertising slogan "Sweep away hunger and be yourself" appeared along with the product display.
This advertisement mainly highlights the functions of the product through contrasting creative points. From the weak "Sister Lin" to the goalkeeper showing off his skills in front of the goal, the product's role in helping people improve their energy is demonstrated. This advertisement was shot in 2011. In addition to previous similar advertisements for Snickers, the creative source was also the broadcast of the new version of "Dream of Red Mansions" in 2010. Although the effect of the new version of "Dream of Red Mansions" series was not satisfactory, it was still considered a hot topic at the time. The inclusion of Lin Daiyu in Snickers' advertisements is in line with its usual practice. In the first half, athletes with no energy are exaggeratedly replaced by weak girls, and in the second half, after eating the product, they become powerful athletes. Although it is suspected of weakening women, the effect of this series of advertisements has been good.
The copy of the advertisement is "A: Brother, do you dare to be more weak? You are so hungry that your hands and feet are weak like Lin Daiyu/B (protagonist): How about you come/C: You are so hungry that you can't even stand still. Come on, let’s have a Snickers bar/B eats the Snickers bar (and transforms)/C: How about it/B: Well! I’m excited/Narration: Sweep away hunger and be yourself.” The creative goal of this copy is to make the audience think that Snickers can boost people's energy and quickly replenish energy when they are hungry, especially in sports competitions. Its target audience is people who need to supplement food and energy at any time, mainly young men who like sports. However, it also conveys a message that eating this product can make you strong and powerful, which will also attract some people. Be more empowered young women. The overall style of the advertisement is relatively friendly, and it uses a humorous before-and-after contrast method to achieve the marketing purpose. It is easier to win the love of young people and encourage them to buy.
The creative method of this advertisement is relatively close to the USP theory. It starts from the uniqueness of the product, creates conflicts and uses conflicts to reflect the unique function of the product. This model has been used many times in advertisements for Snickers bars in various countries around the world, represented by the "Lin Daiyu Edition", constantly emphasizing the benefits that the product can bring to the audience in order to attract consumers.
2. Creative Analysis of Colgate Dental Floss Advertising
The Colgate Dental Floss advertisement is a set of print ads, with fruit as the main subject in the plane, and there is no text description in the entire picture. The fruits in the picture are fruits with seeds such as kiwis and strawberries. All the seeds on the fruit have fallen off, and there is a small pile of fallen seeds below the fruit. The lower right part of the screen shows the style of the product, which only shows the appearance of the dental floss box. The dental floss inside is not displayed, and the appearance of the product is so small that the brand and product name on the box cannot even be seen clearly. Apart from this, there are no other elements in the picture, only a white background plate, plus a little shadow, to leave enough white space.
This advertisement uses no text at all, and only uses pictures to show the functional uses of dental floss and highlight its features. The advertisement emphasizes from an objective level that even the smallest dirt can be cleaned with this dental floss, highlighting its practical use. It does not directly state that the product is dental floss in the picture, but uses an appropriate way to give people a reasonable imagination space, which can arouse consumers' interest and desire to buy.
The creative method of this advertisement is closer to the implementation focus method. The ad takes the central issue of the product, which is how effective it is at cleaning, and turns it into the focus of the entire expression.
The implementation focus method believes that if you do not directly appeal to the product, but let people receive relevant product information, so that consumers are unconsciously affected and arouse the desire to buy, this is smart advertising. This dental floss ad implements this point, with no sentence directly referring to the product, but no sentence not related to the product. The advertising creativity is very unique, outstanding in "seeking differences", and showing an anti-traditional and anti-copywriting tendency. This kind of advertisement that does not directly describe the product can attract the attention of the audience, thereby achieving good marketing effects.
3. Creative analysis of Fangtai's "Oil Smoke Love Letter" advertisement
The content of this advertisement is about the life of two people. At the beginning of the advertisement, two young people met, got to know each other, and fell in love, experiencing trivial but sweet things, large and small. But because of work, the boy went to the city, and the girl waited for the boy and exchanged letters. When the boy missed the girl, he cooked her favorite dishes. The girl waited for the boy's proposal, and the two lived a life of daily necessities and had a child. The two supported each other. The boy and the girl were old, but he still cooked for her. The old lady still writes letters to her husband, and the old man responds to his wife's love with meal after meal. All the stories are set in letters. Boys and girls seem to have taken a pill to become smaller, walking and living in letters. Later, FOTILE range hood was introduced to convert the absorbed oil fume into ink, and write such a warm oil fume love letter. Finally, the product name and slogan are "eliminate the harm of oil smoke for you, leaving only the love in firewood, rice, oil and salt".
This advertisement is a very obvious emotional appeal type advertisement. It uses the ordinary and sweet lives of two people as the content, connects their lives with daily cooking, and thus leads to oil fumes and range hoods. The form of the story is very novel. The protagonist is shrunk and put into the world of love letters. Walking on every word is like recording love with footprints, which can arouse the audience's emotional excitement or yearning. Compared with advertisements that directly show the efficacy of the product, they are gentler and less likely to arouse the audience's disgust.
The copy of the story part of the advertisement is presented in the form of a dialogue: "Male: When two people meet, they are like two ingredients that come from all over the world into a pot/Female: When I went to the countryside that year, my mouth Greedy, you are stupid. Every time you want to please me, you will make me something I can’t name. Humph, as expected, I got food poisoning./Male: Thanks to this poisoning, I finally have a chance to talk to you in the clinic. We got along day and night/But, just after we got together, you returned to the city not long after. For 186 days, I sent you a letter every day, but I became less and less confident about the future/Male: When I miss you, just be what you like to eat Food. I can’t tell which one is stronger, longing or oil smoke./Female: I remember that day, you suddenly appeared in front of me and said, get married, if I still dare to eat the food you cooked/In this way, we lived a life of food, rice, oil and salt. Every day, the pots and pans are full of bitter, spicy, sour and sweet foods./Female: No matter how busy you are, you will go home and cook. You said you love green peppers and leave all the shredded pork to me. Later, we became we.三/Male: I have never quarreled with you again, one on two, I can’t win/Female: Time flies so fast, I haven’t eaten enough of your cooking, and my teeth are about to fall out/Male : You still write to me every day, and your words are still so delicate. Unfortunately, I can’t see clearly even with my reading glasses./Female: In the past 50 years, I have written you 1872 letters. The smoke rises when you cook. , that is, you reply to my love letters three times a day." The creative goal of this copywriting is to make the audience think that the ordinary life of daily necessities is also worth describing and remembering, so that small things like cooking can be viewed with affection and find emotion in daily life. Its target audience is mainly families who have the need to use range hoods, and are prone to emotional reactions to such daily life, and are moved by the stories in the advertisement. The benefits that the product can bring to the audience are also reflected in the final slogan, that is, the harm of smoking oil smoke is eliminated. In terms of style, the advertisement is very emotional and silent, allowing the audience to silently accept the advertisement while watching the story.
The creative method of this advertisement is closer to the implementation focus method, which mainly emphasizes the shocking power of the work. This advertisement uses a gentle and slow narrative method to give the audience a strong shock, gentle but powerful.
Many times, small, warm things that happen around us like this advertisement go unnoticed, but when they are carefully designed and shot into advertisements, they often have the power to shock people. This power leaves a deep impression on the audience. Coupled with the close correlation between the advertisement and the product, the audience will repeatedly deepen their impression of the product when recalling the story, thereby arousing the desire to purchase.