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?The three principles of creative excellence - Southern reported net media


2010-09-08 15:05:46.0 three principles of good advertising creative advertising creative advertising creative style of the performance of the theme advertiser Advertising advertising advertising effectiveness advertising appeals founding ceremony 88,131,893 media campaign / enpproperty -> means the advertising creative advertising advertising theme, embodied in the idea. Well-known advertising guru David Ogilvy on advertising have this understanding: \Unilever is the world's largest packaged goods advertisers,[link widoczny dla zalogowanych], one of them printed UPGA (Unilever good advertising principles) of the booklet, listing the ten principles of good advertising, the first is: \to build on a big idea. \Can be seen through a good idea to demand commodity information, to determine the campaign has become an important benchmark success. Here, the author features outstanding creative to make a brief analysis. Excellent creative advertising creative advertising creative reject mediocrity, excellent creative must be creative. Advertising is an art of persuasion, psychology of advertising communication that can lead to the audience's attention to advertising and accepted by the audience, depends primarily on two aspects - information on the usefulness and novelty. ① said the latter refers to whether the performance of creative advertising, advertising effect has great significance. Advertising creative to be creative, requiring forms must be fresh, unique,[link widoczny dla zalogowanych], refused to follow the beaten track, not blindly copying and imitation. Creative advertising ideas must be based on two basic needs, one must be able to generate interest and attention, and second, effective persuasion. There are several ways to obtain creative, such as reverse thinking,[link widoczny dla zalogowanych], humor,[link widoczny dla zalogowanych], expression, or to give the meaning of things fresh and fresh imagery and material system combination. If called \in that the benefits of smoking, actually expose the evils of smoking, bad things about the benefits of using unconventional methods not only aroused the audience's interest, but also let the audience have been educated in the wealthy man lay critically. Humor is an international permit advertising, drama, humor to create the atmosphere of a knowing smile and help the memory of advertising messages. As in previous years Shuanghui ham advertising, is to seize the time television series \the mouth of Ge and Feng Gong, the use of puns, humor, the audience Shuanghui ham produced a deep impression. Information should be clearly focused on creative excellence in advertising creative to use simple, concise form vividly the theme of the performance of ads. This mainly refers to the advertising appeals to a single, information should be clearly focused. In the advertisement applied to all elements, such as pictures, sounds, text, and so should be the theme for the performance of advertising services, advertising themes can not be separated from the outside even with the advertising theme of nothing. In addition, the advertising creative services for advertising theme. Advertising theme is the central idea of advertising, if the creative solution \Although some creative features of art, but art is not the same, \To create a theme in advertising expression, the expression of unexpected results in sharply specified in the advertisement to the demands of product information, and be sure to pay attention to the demands of accuracy and clarity of expression. To have the characteristics of human creative part of today's diversified development period, the exploration of creative and exciting style, of which \The so-called human nature, embodied in the creative, the means of specifically, to maximize the life and adapt to meet people's physical needs, psychological needs, aesthetic needs of the ads. Personalized advertising must respect the community, respect for norms, can not go against the consumer's psychological. Consumer acceptance of any breach of the psychological ad will backfire. The occasion of opening a hotel in Changsha, Zeng Yi painting \This will undermine the state and national feelings. Daily life, entertainment, events can accept the \The works of such advertisements for the hotel is on people's values, morality is misleading. Second, the human must be given to advertising the ad true feelings. Black sesame paste is a very common food, if only to stay in the level of features and functions of goods, were too mediocre, but if you turn this extraordinary product combines with the human emotion,[link widoczny dla zalogowanych], to touch the consumer will be more easily by heart. Southern black sesame paste advertising is starting from the emotional appeal, with the memories of techniques to bring consumers to the black sesame sweet and delicious memories, make a bland, materialistic Southern black sesame paste is full of human touch. 1999 雕牌 detergent ads broadcast by \The Humanities and affordable features. Ad came out, tear-jerking, especially in the working-class caused a strong resonance. Starting from the disadvantaged groups Diaopai detergent, not simply to introduce the product performance and to attract consumers, but full of ethnic flavor and consumer care, loyalty and human aspirations. Zhang Li Notes: ① Yang Xiao Wang: \
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