On Advertising Creativity and Popular Psychology

In today's world where advertising is increasingly used as a weapon for companies to compete in the market, advertising dazzles the public. However, according to statistics, only 1/3 of the advertisements that are viewed can leave some impact on the audience, and only 1/2 of the 1/3 can be understood correctly, and only 5% can be understood within 24 hours. Be remembered. So, how can you make your advertisements leave a deep impression on the audience, win their favor and bring higher profits to the company? Obviously, only those advertising works that are of a higher corporate standard, full of psychological appeal and shocking power , can do this. This is just as the American advertising giant Ogilvy said: "Attract consumers' attention and at the same time get them to buy your products. Unless your advertisement has a good idea, it will be like a ship swallowed by the night."

This shows the importance of advertising creativity. However, in addition to considering factors such as product characteristics, the key to an excellent advertising creativity is to suit the public's psychology, so that the public can accept the advertising message in a relaxed and happy mood in a beautiful artistic conception and atmosphere. This is also a wonderful part of a successful advertising idea. To achieve this goal, we must do the following two things.

1. The necessity of catering to the public’s psychology

In order for advertisements to influence the public’s psychology and lead to final purchases, advertising creatives must capture the public’s psychology and cater to the public’s psychology. To meet the demand, create advertising works with real psychological appeal and shocking power. Only in this way can we touch the hearts of the public, stimulate the public's psychological interaction and behavioral interaction, and make it produce "attracting attention - raising interest - stimulating desire - and deepening the impression." ——A series of psychological effects that cause action" (AlDl model 1925), so as to achieve the purpose of advertising itself for factory promotion. Generally speaking, public psychology can be divided into sexual psychology and personality psychology. The so-called sexual psychology is the psychological characteristic common to all the public; while personality psychology is the psychological characteristic of a certain class or type of public. Unique characteristics of the heart. Therefore, when carrying out advertising creativity, it is necessary to analyze and grasp the public psychology, focus on the public's focus, and cater to their preferences in order to obtain good advertising effects. Specifically, in modern advertising creativity, we can analyze and grasp public psychology from the following aspects:

1. The psychology of pursuing novelty and novelty

The pursuit of novelty and novelty is an intrinsic motivation for people to engage in activities and a kind of sexual psychology of people. For the public, it shows a mentality of getting rid of the dull life and pursuing novelty and excitement. Therefore, if we can make full use of the public's psychology in advertising creativity and create advertisements, it will definitely have a huge appeal to the public. For example, an advertisement for Pitty Linen Clothing Company, the two pictures are very simple, One picture just covers the trademark with cloth, and a sense of mystery emerges, arousing people's curiosity; while the second picture makes something originally plain become the truth in people's eager anticipation. In the process of deliberately creating tension and revealing the truth, no matter what the ending is, it has left a profound impact on people. There is also a shoe advertisement. In order to highlight the softness of the shoe, the creative idea is as follows: a shoe is pressed on an egg, and the egg is not crushed. But the sides of the shoe bent down. This novel and unique idea is more attractive to the audience than the previous method of holding the shoe in your hand and pulling it hard to highlight the softness of the shoe, thus achieving the purpose of attracting consumers to buy. Both advertisements use Consumers' pursuit of novelty and unique psychology allows them to concentrate, accept advertising information, generate a desire to purchase, and achieve the purpose of advertising. However, we should also pay attention to moderation when exploiting this public psychology. If we pursue novelty too much, it will not only be difficult to achieve the effect, but may even be self-defeating and damage the image of the company in the eyes of the public.

2. Pursuing health and safety psychology

In advertising creativity, if it can be combined with the public's psychology of pursuing health and safety, it will touch the public and achieve the purpose of advertising. For example, the advertisement for the "Kang Er Slim" slimming drug caught people's psychology of wanting to lose weight but fearing that losing weight would endanger their health and produced the advertising slogan "healthier, slimmer", making it very popular with the public. . Modern advertising audiences are exposed to advertisements for a very short time. If you want to leave a very deep impression on people, you must have novel ideas and meet the public's pursuit of health and safety. Another example is a traffic public service announcement: a group of young men and women were playing in a speeding car. Although the young man driving the car tried hard to concentrate on driving, his accomplices were yelling. Just when he turned around and shouted to be quiet, an unfortunate accident happened. A car collided with him at high speed, and after a moment of spin, the real car accident scene emerged: the car was burning, the body on the ground was mutilated, and an injured young man who had a chance to escape was lying on the ground crying loudly to his friends in the car. The body of his friend in the car was being taken away by the police. In an instant, the screen went completely black. Only a few big words appeared: "You have just obtained your driver's license five months ago, and your eyes have only left the ground for a second. It's that simple, and all your good friends are gone."

3. Herd mentality

Herd mentality is a universal psychological phenomenon that includes both ideological and behavioral herdliness. It is a psychological phenomenon in which people consciously or unconsciously use a certain organizational size or majority opinion as a criterion to make correct judgments and change attitudes.

For example, "Dabao" cosmetics use Peking opera actors, primary school teachers, employees, and photographers to explain and promote its benefits, so that the public has a feeling of "everyone is using it, and I will use it too", achieving the purpose of advertising. Publicity purposes. Another example is the advertisement for "Wahaha" AD calcium milk, which uses the phrase "Have you drunk it today?", which makes children rush to buy it. This is to use the public's herd mentality to achieve the goal. Therefore, if we can cleverly use people's herd mentality in advertising to create advertisements, we will get good results.

4． Emotional psychology

With the improvement of people's living standards and the acceleration of the pace of life, people have special needs in terms of emotional dedication, emotional enjoyment and emotional fantasy in life. Therefore, in advertising creativity, if we use Advertisements created with family, friendship and love in mind can also touch the hearts of quite a few people. For example, "100 Years of Runfa, Chongqing Oni (Chow Yun-fat)", which won the fifth national outstanding advertising work, tells a touching love story through a series of joys and sorrows. Its success lies in touching people with affection, and in the artistic conception of love of "everlasting love", it sublimates the taste of century-old Runfa. The "Jinshiyuan" wine launched this year integrates "family, friendship and love" and deeply touches the hearts of the public. It can be seen that in advertising creativity, if we can create corresponding advertising works based on the characteristics of the product and the public's psychology of family, friendship, love, etc., it can also create a purchasing mentality among the public and form consumption motivations.

5. National cultural psychology

The so-called national cultural psychology is the psychological characteristics of a nation formed by the influence of religion, ethics, philosophy, morality and other aspects at a certain historical stage. This national cultural characteristic restricts the behavior of Chinese people, affects their evaluation and understanding of things, and also affects the public's attention to advertising. The success of "Kong's Family Wine" proves this point. It deeply touched the hearts of the audience with the sentence "Kong's Family Wine will make you miss home." There are also advertisements with "dragon" as the creative subject, which have always been loved by the audience. These are all because advertising creativity is in line with the national cultural psychology of the Chinese public. Therefore, in advertising creativity, if the national cultural psychology and product characteristics can be organically combined, it can arouse the public's love for the country or national virtues, and induce them to generate purchasing motives. In addition to the above, the pursuit of fashion psychology, brand psychology, truth-seeking and honesty psychology, and the psychology of showing off are also points that can be grasped in advertising creativity, and they are also important.

2. Several issues worth noting: In the creative process of advertising, we must grasp the public psychology, focus on the public's focus, and cater to their preferences. However, we should also pay attention to the following issues.

1． Accurate targeting of public positioning In order for advertising creativity to be in line with the public's psychology, it is necessary to scientifically investigate and analyze the relevant information of the public, and accurately position the target public based on the characteristics of the product. Positioning theory holds that we should not expect a product or brand to conquer all audiences. Only by correctly positioning it on the target public can we create corresponding advertising works in a targeted manner. For example, in the "Dabao" cosmetics advertisement mentioned above, it hired elementary school teachers, workers, and photojournalists to position the product at middle-income consumers, and the result was a great success. There is also the American "7-up" drink, which positions itself on the "fresh taste", thereby breaking away from the smoke-filled "cola circle" and winning a lot of audiences. However, the "Very Coca-Cola" series launched by China in 1998 still positioned itself as the "Coca-Cola" taste of Americans, and naturally lost the favor of the Chinese. Therefore, in order for advertising to cater to the public's psychology and enable it to play a greater role, it must solve the problem of public target positioning.

2. Regional characteristics must be considered. China is a country with a vast territory. People's living habits, customs, character composition, religious beliefs, etc. vary from region to region. Different economic environments, customs and national psychology make the same information content produce different subjective feelings. In particular, ethnic cultural and traditional factors such as the national character and religious beliefs of ethnic minorities will have an impact on the public psychology in the region. If you advertise pork products in the Hui area of ??Xinjiang, you can imagine your results. Therefore, when choosing points of public concern, you should fully understand the geographical conditions of the target market and choose advertising creative themes that meet their psychological needs and are easy for them to accept in order to obtain the best advertising effect.

3． It is necessary to convey product information accurately and clearly. Modern advertising is a means of commercial competition, and advertising creativity, as a commercial promotion activity, must run through the entire marketing concept from beginning to end, and convey product information and interest points in a limited time. Therefore, advertising creativity must be in line with and satisfy the public's psychological needs, while accurately and clearly conveying product information, so that the two are organically combined. Only in this way can the public's consumption motivation be truly stimulated, and my country's advertising has done a good job in this regard. It’s far from enough, so sometimes our country’s advertisements feel like they’re overrun, but when it comes to influential advertisements, it’s often hard to name them. For example, in our toothpaste advertisements, there are many domestic toothpastes, and almost every one of them is advertised, but we still use products from the American "Procter & Gamble" company.

This is because "Procter & Gamble" company's advertisements accurately and clearly convey the performance of various toothpastes, which leaves a deep impression on people, while my country's toothpaste advertisements only convey the simple and ordinary function of "whitening teeth". Information, it is difficult to leave a deep impression. In short, advertising creativity is a hard and innovative work. It is the result of the wisdom of advertisers and the result of creative thinking.

To be effective, creativity must be in line with the public's psychology, and based on product characteristics, use artistic means to create truly infectious works, so that the public can enjoy the art, unconsciously or unintentionally, inducing consumption motivation, and then Achieve the ultimate goal of advertising!