Types of advertisements

You mean the classification of advertising creativity!

The types of creativity are:

1. Commodity information type

This is the most commonly used type of advertising creativity. It takes the objective situation of advertising commodities as the core, expresses the authenticity and authenticity of commodities, and achieves the purpose of highlighting the advantages of commodities.

2. Comparative type

This type of advertising creativity is to compare the advantages and disadvantages of its own brand products with similar products in a direct way, so as to attract consumers' attention and recognize the brand to buy. When comparing, it is best to compare the contents that consumers care about and compare them on the same basis or under the same conditions. It is easier to arouse his attention and recognition.

The specific application of comparative advertising creativity is comparative advertising. When comparing advertising ideas, we can compare a certain brand or similar products everywhere. Advertising creativity should abide by relevant laws, regulations and industry rules, have a certain sense of social responsibility and social morality, and avoid giving people the suspicion of unfair competition. In China, there are strict requirements for comparative advertising, so we must be cautious when carrying out comparative advertising creativity, and don't provoke unnecessary troubles or disputes.

3. Drama type

This type of advertising creativity can not only promote advertising brand products through drama performance, but also dramatize and plot advertising performance. When using dramatic advertising creativity, we must pay attention to the degree of drama, otherwise people will easily remember the dramatic plot in advertising creativity and ignore the advertising theme.

4. Story type

This kind of advertising creativity is based on stories such as life, legends and myths, and runs through the characteristics or information of brand products, thus deepening the impression of the audience. Because the story itself has the characteristics of self-explanation, it is easy for the audience to understand and make the audience have a joint relationship with the advertising content. When adopting this type of advertising creativity, it is necessary to make an overall plan for the choice of characters, the beginning of events and the overlapping of plots, so as to promote effective advertising themes in a short time and in a specific story. In recent years, many domestic TV advertisements are story-telling advertising ideas, such as "Southern Black Sesame Paste", "Kongfujia Wine" and "Tuopai Wine".

5. Types of testimony

This kind of advertising creativity has two meanings: one is to quote the testimony of relevant experts, scholars or celebrities and authoritative people to prove the characteristics and functions of advertising goods, thus producing authoritative effect. Shaw A. Nazirashvili, a psychologist in the former Soviet Union, said in his "Propaganda Psychology": "People generally accept information from authorities uncritically." This reveals the fact that, other things being equal, the authority effect is more influential and often becomes the first role. Many countries have strict restrictions on testimony advertisements to prevent false testimony from misleading consumers. First, the testimony of authoritative people must be true and based on strict scientific research; Second, the public's testimony must be based on their own objective practice and experience, which cannot be taken for granted or evaluated arbitrarily.

6. anthropomorphic type

This kind of advertising creativity expresses the advertising goods with an image, making them have some personalized characteristics, that is, using some characteristics of characters to vividly explain the goods. This type of advertising creativity can make the goods vivid and concrete, leave a vivid and deep impression on the audience, and at the same time explain the profound truth with simple and common things to help the audience understand deeply.

7. Similar

This type of advertising creativity is to compare one thing to another to show the characteristics of advertising products. Using this creativity, we must make the information we seek have a corresponding analogy. For example, an advertisement for auto parts products, for example, promotes: "Just like vitamins nourish your body, our products can nourish your car engine."

8. figurative

Metaphorical advertising creativity refers to the use of metaphor to describe or render the characteristics of advertising products or services, or to explain profound things with simple and common reasons, so as to help the audience understand them deeply, make things vivid and concrete, and give people a vivid and profound impression. Metaphorical advertising creativity can be divided into three forms: metaphor, metaphor and metonymy. For example, the advertisement of the Royal brand whisky uses metaphor, and the advertisement declares that it is "pure and smooth, like velvet". The advertisement of Sani Boerrigter Cosmetics Company's powder cake uses metaphor to promote its own powder cake: "Gently open the lid and beauty will fly out". A foreign home appliance company used metaphors to promote the simplicity of its microwave oven. Its slogan is: "My cat roasted a fish in a ×× microwave oven".

9. exaggerated type

Exaggeration is "deliberately exaggerating and trying to expand or narrow the description of objective people and things for performance". Exaggerated advertising creativity is to reasonably render the characteristics of goods or services on the basis of objectivity and truth, so as to achieve the purpose of highlighting the essence and characteristics of goods or services. Using exaggeration can not only attract the attention of the audience, but also achieve better artistic effect.

10. Humorous

"Humor" is the use of witty, humorous and concise language. When using humorous advertising creativity, we should pay attention to: the language should be healthy, pleasant, witty and subtle, and should not be vulgar, boring, glib and bitter. Use elegance and humor to express the theme of advertising, not general witticisms and glib words.

1 1. suspension type

Hanging advertisements is to mobilize and stimulate the psychological activities of the audience through suspense or speculation, so that they produce a series of psychology such as doubt, tension, longing, speculation, worry, expectation and joy, and continue to extend, thus achieving the effect of solving mysteries and asking questions.

12. Imagery type

Image is the image in a person's mind. It is a combination of some subjective, rational and intentional psychological states and objective, real, visible and perceptible perceptual symbols. It is a perceptual image permeated with subjective feelings, intentions and intentions. Image advertising creativity is the product of the organic combination of people's mood and objective things. When using image-based advertising creativity, sometimes a lot of pen and ink is spent to express the spirit, that is, "image", and the final theme statement seems to be weakened. In fact, for the audience, they can understand its connotation, that is, "meaning." There is an inherent logical relationship between the mind and the image, but it is not described in the advertisement, so that the audience can taste the image and understand the inner meaning. It can be seen that imagery is actually a surreal way to express the theme.