The meaning of advertising creativity means that through unique technical methods or ingenious advertising creation scripts, product characteristics and brand connotation are more prominently reflected, thus promoting product sales. Advertising creativity consists of two parts, one is advertising appeal, and the other is advertising performance.
It includes creative thinking in advertising activities, as long as it involves creating new aspects, from strategy and image to tactics and media selection. Creativity? The word time puts forward a new plan.
In reality, the advertising industry is more willing? Creative thinking of advertising works? To define advertising creativity.
Simply put, advertising creativity is to create unique audio-visual effects through bold and novel methods to attract consumers to the maximum extent, so as to achieve the purpose of brand voice communication and product marketing. The expression of advertising creativity in English: idea &; Creative.
Advertising creativity refers to the idea of creatively expressing brand sales information in advertisements to cater to or guide consumers' psychology and promote their buying behavior.
Advertising creativity consists of two parts, one is advertising appeal, and the other is advertising performance.
The connotation of advertising creativity is 1. Creativity is the expression of advertising strategy, whose purpose is to create effective advertisements and promote purchases;
2. Advertising creativity is a creative thinking activity, which is the essential feature of creativity;
3. Creativity must be based on consumer psychology. (Subconscious advertising)
Advertising is a way to let customers know about this product.
5. The most important function of advertising is to make customers buy products through advertising and facilitate the conclusion of the transaction.
Overview of advertising creative principles
Innovative thinking, or creative thinking, refers to the unique thinking that people can constantly ask new questions and come up with solutions to problems in the process of thinking. It can be said that any thinking that can come up with new ideas, create new things and find new methods belongs to innovative thinking. Innovative thinking must be used in the process of advertising creativity. To this end, we should grasp the following principles:
Impact principle
In the dazzling newspaper advertisements, in order to attract people's attention quickly, it is necessary to carry out advertising creativity.
advertising creative
advertising creative
First, enhance the visual tension.
Photos are common visual content in advertisements. According to statistics, in economically developed countries such as the United States, Europe and Japan, 95% of graphic visual advertisements use photography. In the 1 13 China Advertising Festival held in Kunming in October, 2006, 14 of the 16 advertising works that won the gold, silver and bronze awards in the plane category (corporate image) used photography. In particular, the four works that won the gold medal fully combined photography with computer post-production, which expanded the vision and expression of advertising creativity, had a strong visual impact and left a deep impression on the audience.
Principle of novelty
Novelty is an eye-catching mystery of advertising works, and it is also a law that cannot be ignored in advertising creativity. With a sense of freshness, advertising works can be ups and downs, and the peaks and peaks are protruding and fascinating; With freshness, the advertising theme can be deepened and sublimated; With novelty, advertising creativity can fly away from naturalism and fly to a higher level.
In advertising creation, due to inertia and the mindset formed by inertia, many creators climb slides in complex thinking fields, seemingly? Do you know the way around? But it can only push the wheels of thinking to do inertial motion. Wear new shoes and take the old road? . This kind of advertising works often cause readers' visual numbness and weaken the communication effect of advertisements.
Inclusive principle
What attracts people's attention is the form, but what touches people's hearts is the content. Unique and eye-catching forms must contain thought-provoking and profound contents to attract people to take a second look. This requires that advertising creativity should not stay on the surface, but should be made? Essence? Pass? Appearance? Appear, so as to effectively tap the reader's deep desires.
Good advertising creativity is to skillfully combine familiar things to achieve novel communication effects. The establishment of advertising creativity, the selection of materials around creativity, the processing of materials and the post-production of computers are all accompanied by the scrutiny process of image thinking. The purpose of reading is to make advertising works accurate, focused and shining.
Permeability principle
The best feeling of people is moving.
Nothing is more touching than affection. The change of readers' mood will inevitably lead to the change of attitude, just as the steering wheel turns, so will the car.
Excellent advertising ideas are often put on? Moving people with emotion? As a goal to pursue. Like a half-page public service advertisement? Have you considered them? The picture is based on the eyes of two rural children who are eager to study and the dilapidated tables and chairs in the corner of the classroom, holding up the ten thousand yuan hospitality invoice that has been audited and reimbursed, causing readers a strong psychological * * *. It is not easy for farmers to earn a penny, but some people spend a lot of money on entertainment. If each of us saves one yuan, more poor children can realize their learning dreams. This public service advertisement won the first prize of a provincial news award in 2004 because of its accurate emotional expression and appropriate appeal.
Principle of simplicity
Newton said:? Nature likes simplicity. ? Some expressions that reveal the universal laws of nature are extremely simple. The internationally popular creative style is more and more simple and lively.
A good advertising creative expression method includes three aspects: clarity, conciseness and proper structure. The essence of simplicity is exquisiteness. The simplicity of advertising creativity can be refined not only in thought but also in form. Simplicity does not mean that you don't need to conceive, and clever conception does not mean unfathomable. It is often the goal that media advertisers desire when they are creative.
In short, an innovative and simple advertising idea with impact, profound content and touching people's hearts needs imagination and thinking first. Only by using innovative ways of thinking can we gain extraordinary creativity and break the readers' visual senses? Constant? Only by combining feelings with scenes can we arouse the poetry of advertising works and achieve extraordinary communication effects.
The standard of advertising creativity is 1. Simple and clear.
be simple
accurate
unique
position
Highlight the selling point
The characteristic core of advertising creativity: theme
Advertising theme is an important part of advertising positioning, namely? What is advertising? . The advertising theme is the center of advertising planning activities, and the advertising work in each stage is closely around the advertising theme, and it is not allowed to deviate or transfer the advertising theme at will.
Benchmarks: target objects
Advertising target refers to the target of advertising appeal and the target public of all advertising activities. Who do you advertise to? problem In addition to the advertiser's title as the core, advertising creativity must also be based on advertising objectives. ? Shoot an arrow at the target? 、? Play the piano and watch the audience? Advertising creativity should aim at advertising objectives, and advertising themes and strategies should be prepared together with advertising objectives. Otherwise, it is difficult to receive good advertising results.
Life: novel and unique
The novelty and uniqueness of advertising creativity means that advertising creativity should not imitate other advertising creativity, and people follow suit, giving people a feeling of similarity and mediocrity. Only when the creativity is novel and unique will it stand out among many advertising creativity, thus generating appeal and influence.
Meaning: lively and interesting.
If advertising creativity wants to bring consumers into an impressive, imaginative, interesting and unforgettable realm, it must adopt vivid expression means such as interest, base itself on reality and embody reality, thus arousing consumers' voices. However, the artistic treatment of advertising creativity must be strictly limited within the scope of not damaging the truth.
People present: visualization
Advertising creativity should be based on facts. Concentrate and condense the theme and advertising language, and get creative materials from appearances, ideas and associations. Visualized quips, poems, music, and infectious pictures and photography, together, will form a perfect advertising work.
The combination of originality, relevance and shock.
The so-called originality refers to irreplaceable creativity and a new combination of old elements. Relevance refers to the internal relationship between advertising products and advertising creativity, which is both unexpected and understandable. For example1June, 1996, the advertising prize winner of Cannes International Advertising Festival was Dentsu Youg &；; Rubicam)？ Volvo safety pin? Everyone will not forget it after reading it. As American judge Gary Goldsmith said: Is it a one-sentence advertisement (a car you can trust)? Pure visual creativity. Some of the best things I have seen are that information is delivered quickly, without worrying about thinking or reading. ? Therefore, advertising creativity must skillfully combine originality, relevance and shock in order to become an advertising work with profound appeal.
The key of advertising originality: originality of innovative thinking.
Innovative thinking strengthens some characteristics of thinking, such as the divergence of observing and thinking about problems from multiple angles, the separation of linking and comparing the problems to be solved with other things, the dialectic of thinking process, the openness of thinking space, the initiative of thinking subjects and the originality of thinking results. Among them, creativity is the most representative feature of innovative thinking and the key to advertising creativity. Because the unique thinking feature in the process of creation is the originality of innovative thinking.
Originality of innovative thinking
? Pen and ink should keep up with the times? The same is true of advertising creativity. People's aesthetic taste keeps pace with the times, sublimates with life, and pursues originality with personality. The birth of advertising creativity with the spirit of the times has experienced four links: context-enlightenment-epiphany-verification.
1. Context is the generating environment of advertising innovative thinking.
Before advertising creation, we should have a thorough understanding of the relevant conditions and restrictions of the design object and try our best to devote ourselves to thinking activities. In the process of advertising creativity, the more passionate you are about the problems you think about, the higher your enthusiasm for trying.
2. Enlightenment is the information link of advertising innovative thinking.
When advertising creativity is deadlocked, it is difficult to find a new image from other art forms and related disciplines, form a complete and clear new idea, and then use your own design language after repeated brewing? Interpretation? Come out.
3. Epiphany is the inspiration of innovative thinking in advertising.
In layman's terms, it is the relevant knowledge information that emerges immediately after reorganization in the human brain. Is there a kind? Epiphany? This feeling. Just like lighting a lamp in a dark theater, it illuminates some sporadic audiences and scenes, and a vivid image appears.
4. Verification is a process of multi-angle analysis of advertising innovative thinking results.
Through this process, it is verified whether the advertising creativity touches the readers' heartstrings, whether the performance of the creativity is clear, whether the creativity leaves the readers with room for imagination and so on.
To tap the creative potential, we should focus on originality.
Wonderful image advertisement, public service advertisement, cordial and natural. They are rooted in people's consciousness and touch people's souls, making people unforgettable for a long time. Whether it is the search for advertising creativity, the screening of perceptual information, the clever use of incentive conditions, or the emergence of design inspiration, it is inseparable from the practice of tapping creative potential.
Innovative thinking focuses on the individual in expression and reflects the uniqueness of things through the special image of the individual. Therefore, in order to be original, advertising works must strive to create new images from different sides and individuals, profoundly reflect the universality of things, and reveal the objective essence and laws.
That's it. We use photography to express it? Words moisten things silently, and benefit endlessly? The idea of this theme. We use the most familiar elements in life: newspapers, springs, young and middle-aged white-collar workers to create a? Stranger? On-site, with? Defamiliarization? To stimulate people's cognitive interest.
Creativity runs through the practice of advertising creativity.
Serialized image advertisements and public service advertisements can enlarge the image of brands in readers' minds. Among the creative elements of a series of image advertisements and public service advertisements, there is the same element-under the set goals? Vividly? Performance? The theme of the single? . The theme of every advertisement must be? Single? Because we are convinced that an advertisement can express a theme most effectively, and only in this way can it attract attention in the market.
With what? Words moisten things silently, and benefit endlessly? For the image advertisement that lays the foundation for creativity, it is a prerequisite for readers to instantly understand the meaning expressed by this advertisement. If the protagonist is too young, maybe someone will publish a newspaper, right, Youth Daily? Misunderstanding; If you choose the protagonist with silver hair, what else might there be? Old annual report? Suspected. So we define the protagonist as a mature and thoughtful person between the ages of 30 and 40.
For performance? Language nourishes the heart? This action is almost exaggerated? Drink water? Posture, with concentrated pen and ink? Write? One? Thirst? Words, both from life and higher than life. When shooting, the hero was asked to unbutton his coat. The coat blown by the wind, like the wings of a butterfly, indicates the soaring newspaper industry. When shooting the scene of drinking drinks, we poured out the bottled drinks and replaced them with mineral water. The hero in the work? Drink? With relish, the characters' expressions are natural and vivid. The smooth spring water solidified by shutters looks like a pearl, which makes this work highly generalized.
The moral of this image advertisement is that newspapers with strong credibility, large amount of information, lively layout and fresh style nourish readers' hearts. Topic sentence? Words moisten things silently, and benefit endlessly? , combined with this work, played a role in setting each other off. On June 5438+February 2, 20061day, this newspaper published this image advertisement in full page, which was widely praised by readers.
Advertising creative practice makes us realize? Can you be creative if you can synthesize it? . Unique advertising ideas are usually just regular combinations. We should not mystify advertising creativity. The key is to use innovative thinking to synthesize conventional things? Novel, unique, cultured and charming? Advertising works.
? Chain effect? Is conducive to improving the effectiveness of advertising creativity.
What is the innovative thinking of advertising? Chain effect? . In the practice of advertising creativity, when one idea after another appears, the first idea will inevitably stimulate and induce the following ideas, just like setting off firecrackers, lighting one will cause a series of explosions. This continuous and sudden feature will inevitably have a strong impact on advertising creativity.
A good way to test whether the idea of running a newspaper is effective is to see whether it has convincing topic sentences, which can narrow the distance with readers.
Ideas are sublimated through communication. How about it? Responsibility creates credibility? With an intuitive image, it is printed in the reader's memory. After constant thinking, we think? Responsibility creates credibility? And then what? Relay run? Can this form be well matched and passed? Pass? Get sublimated. Communication is dynamic rather than static, active rather than passive. Transmission is dedication, transmission is communication and transmission is service. Choice? Pass? , is that okay? Responsibility creates credibility? This concept of running a newspaper has been passed down from generation to generation and keeps pace with the times.
? Relay run? What are the transfer rod technologies? Up. Up? And then what? Press it down? Points. We chose to take a stick when shooting? Palm back, jaws down, hands behind your back, just grab? what's up Up. Up? . What is the moral? Responsibility creates credibility? Hubei Daily people who are responsible for their own work are full of vitality through inheritance.
? Responsibility creates credibility? Image advertising, through? Male and female relay? This concise, novel and unique picture vividly shows the theme of the newspaper's inheriting the tradition, strengthening the construction of integrity and building a harmonious society with Qi Xin's cooperation. At the same time, it also connects the present and future of Hubei Daily Newspaper Group.
Green is the symbol of spring and life. With green as the background, it expresses the warm and harmonious atmosphere of the newspaper group. Put the carefully rolled newspaper in a large area of green, put it? Responsibility creates credibility? The contrast is incisive and vivid, resulting in a huge ideological capacity. Diagonal composition makes the picture more dynamic and has strong visual impact.
Through the brief explanation of the above cases, we can see that the success of advertising creativity is not accidental or on a whim. Innovative thinking in advertising? Chain effect? The premise of triggering is to broaden your horizons and learn to synthesize the basic knowledge you have learned, so that you can have a creative foundation. At the same time, we should keep up with the trend of combining photography with advertising, be good at knowledge transfer, and transfer one knowledge to another knowledge field, so as to make a breakthrough.
To sum up, we summarize the creative experience of our series of image advertisements and public service advertisements as 14 word formula:? Can you be creative if you can synthesize, and can you break through if you can transfer? .
Any kind of advertising idea, right? One-time consumption? . To improve the creative penetration of image advertisements and public service advertisements of provincial party newspapers, we must focus on one thing? Chuang? Words. It is necessary to temper with innovative thinking and stir with emotional nectar. Creativity can make advertising works shine with wisdom through photography and computer polishing, bring association and enlightenment to readers, and play harmonious notes for society. Not all novel and unique advertisements can work, but what works must be novel and unique advertisements.