Advertising creative advertising communication is to achieve the purpose of creative advertising ideas, ideas, or new ideas. Advertising creative advertising throughout the entire process of planning, it is through ideas new and compelling form of advertising creativity. Creative essence is based on product market, the target consumers, competitors, etc. to develop advertising strategies, to find a convincing reason to target consumers, and for this reason by visual, hearing the performance targets to influence consumer sentiment and behavior. Different from pure creative art, it is a purpose very clear message creation, usually advertising the crystallization of collective wisdom. Therefore, it must obey the advertising objectives and advertising strategies, in this context, to start thinking and association, to determine the performance of ad approach, such as advertising their focus, information dissemination methods, way of persuasion, skills and so on. Creative fundamentally a commercial activity, its function is to convey information, to promote sales, and use the means of art. Therefore, creative form their own ideas, creative ways, can not copy the art. Advertising creative process right from the commodities, markets, target consumers start, there is no need to first determine that, and then determine to whom, and then determine what to say and then how to say. The heart of the creative reasons, and then pay attention to persuade, to facilitate action. And for that reason should have the original, never use someone else's. U.S. advertising guru David Ogilvy said: soon to be swallowed by the dark ship. The basic principles of advertising creative - any ideas are a reflection of the object. Creative thinking activity is the performance of the object, it comes from the commodity, market, competition, consumers, and environmental aspects of internal and external awareness and grasp. Modern advertising creative staff must follow the following basic principles:
(1) stand true to the essence of real creativity. On the basis of creativity based on honesty is the key to success, to engage in creative
(2) is more important than literary grace speech emphasized kindness is real literary talent. Should
(3) touching and emotionally moving the hearts of fight, first of all start from the situation, the language of the moving, intimate sound profound meaning, can move people. Creative principle is not preaching, but by affection.
(4) is a creative maverick creative work, it is to create something new, get rid of its features. Heart to new and language to be clever, to be creative out of what our predecessors had not written, be regarded as good works.
(5) Implications and the secret of creativity is not expressly say so, but the Implications and.
(6) bold fantasy fantasy is a special form of creative imagination. Fantasy is the process of advertising creative staff gathered according to their own desire and vision of the necessary materials and ideas, an image representation. Creative, active creators can imagine the advertising outlook and predict the future, and to introduce the idea of advertising creative staff of the mood among the magnificent magic. Therefore, creative, active imagination is a great driving force to promote creative activities.
(7) Imagination Imagination is the creative activities focus on the subject of the advertising creative staff to create a new image of the important means. Make it possible to imagine that only focus on advertising in the minds of creative people have memories, associations, analogical mental activities. Imagine the process in the press, can stimulate creativity. James Wei Boyang creative design process of
to be creative in the whole process is:
First, the collection of raw data - one is the problem you need immediate information, and the other from the usually you keep the accumulated savings general knowledge information.
Second, use your mind to double-check the information.
third stage is to be considered, you make many important things in addition to the conscious mind to do a comprehensive job.
Fourth, the actual produce creative - Eureka! I found the stage (Eureka is the case of a new discovery of triumph, as Archimedes is said that when the measurement method of the crown of gold issued by the cheers.)
first and fourth step for the relations, it is the basis for creative production. Creative production, is enough to go through pre-accumulation, this accumulation of more wealth, thinking collision sparks more creative chances created, this is an accumulation of the individual together with the long-term work, which requires: First, all the problems of the world should have - kind of interest; second, widely browse all subjects in all of the information. When a creative team to face an advertising topic, the accumulation of short-term orientation is indispensable. Once the depth and extensive study products and its customers, nearly every product and can be found in there was some consumers have associated properties. The characteristics associated with can lead to creativity. Creative way of thinking
(a) of the collective thinking to
this method is the method by brainstorming for ideas, creative thinking is the most commonly used methods. This method is about 70 by the U.S. Vice President Osborn BBDO advertising agency proposed in the advertising industry after the widely popular method, this method has five characteristics.
First, the collective creation.
Second, think about a chain reaction.
Third, prohibiting criticism.
Fourth, the creative content the better.
Fifth, do not mind the idea of quality.
collective thinking method, is to adapt to an increasingly complex economic and social development can be generated and widely used. As stated before, the creative activity of modern society is no longer advertising
(b) the vertical and lateral thinking
this method is a British psychologist Edward Dr. Dai Bonuo creative thinking advocated by law and therefore, this method usually has to be said for Dai Bonuo theory.
this approach to thinking people were divided into two types, one is the logical thinking and analysis, and the other is called lateral thinking.
1. Logical thinking and analysis
this type of thinking is thinking according to certain lines, in a fixed range, from top to bottom vertical thinking, it is called vertical thinking. This method
emphasis on the experience and knowledge to the old re-combination of experience and knowledge to generate creative, able to the public based on established psychological demands to hand over creative advertising, but advertising difficult to have a major breakthrough and the result was identical.
2. Lateral thinking
this type of thinking to think the issue is out in the existing knowledge and experience of the old constraints, breaking routine, make creative insights, ideas and programs. The use of this method is generally based on people's divergent thinking, so again this method is called divergent thinking method. For example, it is generally considered The major discovery.
(c) Skip association method
This kind of thinking is doing creative, in order to find the amazing idea, and in two seemingly unrelated problems relationship between the concept of a specific. This method is jumping and the association, and not to think for themselves to a fixed reference point.
(d) transfer of experience in law
transfer of creative experience in law refers to the transfer of knowledge or experience to other things that way of thinking. When carrying out the transfer of experience, both are similar, homogeneous transfer of experience, but also the transfer of heterogeneous heterogeneous experience.
form of creative expression and Strategy
Abstract: Advertising is a creative work, creativity is accurate, fully express the advertising theme, is to determine the key to the success of advertising works. Article lists several creative expression to explore the creative strategy.
Keywords: advertising creative; expression; exaggerated advertising
I. Introduction
American advertising guru David Ogilvy said: attention, while allowing them to buy your product, not have to have good features, unless you have a good advertising idea, otherwise it is like night quickly engulfed the vessel. is creative, innovative ideas through new ideas and artistic conception. Advertising is a creative work, creativity is accurate, fully express the advertising theme, is to determine the key to the success of advertising works.
However, In today's noisy advertising market, the number of ad creative can really impress consumers? How many ads can make people , holding forth in the guide-type forms of advertising, the consumer has long been extremely offensive, advertising effect of natural greatly reduced. The reason there are a number of factors: First, advertisers and advertising agencies on media choice is not refined, leading to a large number of inputs can not be a good market returns, and even some companies enormous amounts of money to invite the ads Celebrities Toupai been shelved in the examples are not uncommon. Second, advertising companies quick success, to make money the first place they simply embrace customers, pull in the advertising business while ignoring the effect of the targeting and advertising creative input, a direct impact on the advertising of publicity. Third, the vision and ideas of the occlusion, the creators of the lack of advertising and creative production of original insights, design ideas and narrow 8 shocking lack of originality, creativity flat, the effect is dull.
model with the emerging global economy, the advertising industry is moving in three-dimensional, diversified, full of direction. How bizarre, colorful sea of advertising creative inventive, a surprise move to future decisions will be the key to advertising success.
Second, several creative forms
1. Exaggerated advertisements. Exaggeration is often used among advertising practices, but will not necessarily exaggerated use can do it just right. Chicago hung on the door of a home beauty salon billboard like: as a natural canvas, then cast one o'clock MAXAM Ailuo Li, the world will be the birth of a famous painting.
2. Absurd advertising. Coca-Cola has a TV ad: a tribe in Africa, people suffer because of severe drought are begging for rain by means of religion, when the ceremony to a climax, a refrigerated drink Coca-Cola truck fell from the sky! People enjoy singing and dancing around the car Carnival. The ad looks like a fantastic Hollywood movie clips, in a very short-lived strain of people left a deep impression, which is normal form of advertising is difficult to achieve.
3. Game advertising. Abroad have a milk ad, wrote: Maybe not so simple: 1200 is 100 months to years? it tells you a true fact: When you drink a 1200 consecutive month, you have unknowingly is the centenarians. The key lies in This is the ad playing a numbers game.
4. Converse ads. Hotel home ad abroad: This notice came out, the store business was soon booming up. This ad is the use of people's reverse psychology, the quality of the wine sold the hotel to tell consumers clever, than those who
5. Blank ads. A large company in Hong Kong has spared no expense to the one in the newspaper full-page ads. The whole picture on a big Readers turn to a look of curiosity, where a picture of a clown Xipixiaolian, next wrote: You are more surprises. This ad is almost a full page blank, registered in a central location only a few words: Although it looks unremarkable, seemed to have nothing attractive copy. However, when it is published in full-page ads are the middle of dense text, but unique, the special attention. This ad will not help the reader interested in vernacular phrase looks like a meaningful slogan, and it does not read like advertising, but rather a love for people.
6. Humorous advertising. Britain has a village barber shop, the owner is interesting, put up a billboard that read:
abroad advertising a handheld computer. In order to highlight the product fast, accurate and easy SMS feature, the advertising picture is continuous: posters around each picture, the left is a suit of the young man accidentally fell down from the high altitude (reminiscent of to be falling from the plane), the desperate out of Pocket PCs being sent distress signals to the ground; the right of the screen is the company received the news of the rescue workers have been laid in the sky waiting for the safety cushion. Slogan is:
anthropomorphic personification is a visual and sensory elements of physical and chemical description of the world. Such as: animals, objects, be personalized, giving graphic new life and a new meaning. Dreams and reality in the way shown, usually in comic books and animation often use the language and means.
2, the so-called invisible stealth form
composition,UGG boots cheap, like the shield-shaped, containing in it. With its stealth in dreams there is real shape or outline of the edge of the shared effects. Hidden form, spatial structure beyond the dreams of reality have become an important means of artistic expression,Discount UGG boots, it is easy to reach the performance of pun, double-edged sword effect. Conditions attached to its constituent solid shape invisible presence, and in fact similar shape, so as natural and reasonable.
3, the realization of dreams - substitution
this method is in fact constitute an alternative graphical relationship between the visual elements. (In other words, the dream and the reality remodeling) is the screen instead of a local factor, namely, a reduction of local factors, added to other factors, its shape, its outline general care of each other between the two sides trying to express in a kinds of internal relations and the level of similarity in morphology. People have to accept at least psychologically.
often said that the mistaken identity, graphic visual elements in a certain stage of the interception,Bailey UGG boots, and then put the other visual elements, by analogy, similar to Lenovo, the grafting of the results are still reasonable. This dream can be a profound expression of the composition of graphical themes. Mostly a face-lift of its constituent conditions.
4, symmetric
symmetry is the composition of the oldest graphic picture composition, graphics in the form of symmetrical form and build the basis of visual integration into the role of psychological sense. A symmetric mean, the pros and cons of a graphic shape, projection and shape absolutely symmetrical, and the other meaning is relatively symmetrical with different quality or quantity of a local graphic.
5, over
visual visual visual elements over essentially gradual process. Is the transition from one form to another form of qualitative change over the course of the process. Supernatural scenario - The dream, with some graphics - reality. Means to build a space in two different configurations show the spatial relationship, which is often made in advertising design an unexpected success.
6, deformation concept
the visual elements - graphics, consciously to change, stretch or squash, abstract expressionism, or exaggeration to highlight a local, the purpose is to emphasize certain images of certain characteristics, which show a special visual effect.
7, fun
interest is to strengthen the so-called advertising,UGG shoes, and illustrations, as expressed in the design theme taken an interesting, intriguing and thought-provoking means. Often used meaning, metaphor, hyperbole, irony, humor, humorous and lyrical performance of other methods, no reasonable, people pay attention, people enjoy the art and the art of infection.
8, text ideas
text is an important element of visual communication design one. Graphics and text in their own pictographic characters of ideas, will give a new form of text, a taste, a kind of life; given to the word on behalf of the graph or map on behalf of the visual function of this particular word.
design concept should have the dual function of the text; first role as the visual information transmission function should make the font symbol with a strong, distinctive visual effects to make more information more specific identification of communication. On the other hand as a psychological function, emotions, giving shape visualization, graphical, and strengthen the extension of meaning of the text itself, increase visibility, emphasis on visualization and intuitive text.
9, masterpieces, masterpieces by most of the use
for advertising, illustrations and the creative expression of modern art, painters by name characters, or the famous statue of a conscious change to make to local, add , reducing, moving, dislocation of the original screen visual elements, in order to achieve the advertising, illustration, to express the meaning and purpose. Constitute a condition that requires people generally familiar characters.
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