Detailed Explanation of Advertising Creative Nouns (2)

Classification method of advertising creativity

Method one

Abstract creativity

Abstract creativity refers to the creative reorganization of abstract concepts to express the content of advertisements.

Image creativity

Image creativity is to express advertising content through the reorganization of specific image creativity. This kind of advertising creativity reflects the advertising theme by displaying the image, thus attracting the public intuitively.

The application of image creativity can vividly display the specific content of advertisements, which makes people clear at a glance. However, when using image creativity, we should avoid being too simplistic or too figurative, which will make the audience feel disgusted.

Method 2

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.

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 advertisements, so we must be careful when making comparative advertisements to avoid unnecessary troubles or disputes.

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.

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-based advertising ideas, such as? Southern black sesame paste? Advertising? Confucius family wine? Advertising? Tuopai wine? Advertising, etc.

Proof type

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. Former Soviet psychologist Xiao? Huh? Nakhilashvili said in his "Propaganda Psychology":? People usually 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.

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.

Analogy type

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 an auto parts product is analogously promoted as:? Just as vitamins nourish your body, our products can also nourish your car engine. ?

Metaphorical type

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 royal brand whisky uses metaphor to promote: pure and supple, like velvet? . The advertisement of Sani Boerrigter Cosmetics Company's powder cake uses metaphor to promote its own powder cake as:? Gently open the lid of the box. Is there a beautiful woman flying out of it? . A foreign home appliance company uses metaphors to promote the simplicity of its microwave oven. Its slogan is:? For my cat? Did you roast fish in the microwave? .

Exaggerated type

Exaggeration? In order to express needs, deliberately exaggerate and try to expand or narrow the description of objective people and things? . 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.

Humor type

Humor? It is an artistic expression with the help of various rhetorical devices and humorous and concise language. ? When using humorous advertising ideas, we should pay attention to: the language should be healthy, cheerful, witty and subtle, and should not be vulgar, boring, glib and sarcastic. Use elegance and humor to express the theme of advertising, not general witticisms and glib words.

Suspense 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.

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 advertising creativity, sometimes a lot of pen and ink will be spent to express the spirit, that is? Elephant? It seems to be weakened in the statement of the final theme. In fact, for the audience, they can understand its connotation, that is? Meaning? . On the relationship between mind and image, there is an inherent logical relationship between them, but there is no detailed explanation in the advertisement, so that the audience can taste it themselves? Elephant? Know what's in it? Meaning? . It can be seen that imagery is actually a surreal way to express the theme.

Association type

Association means that the different connections of objective things are reflected in people's brains, forming the connection of psychological phenomena. It is a process in which the experience of one thing causes the memory of the experience of another seemingly unrelated thing. There are many ways of association, which can be the association between things close in time or space; Establish a connection between things of opposite nature or characteristics; The connection between things with similar shapes or contents; Establish associations between things that have a certain causal relationship logically. For example, Ada advertising company in Taiwan Province Province's advertising creativity for Addias sneakers:

Advertising title:? Catch rats and shoot them? Two-color leather sole super basketball shoes?

Advertising picture: a pair of sports shoes and a kitten.

Advertising text:? When the cat catches the mouse, it will run, run, turn and jump until it catches the mouse. The whole process is so flexible and agile, which is closely related to its padded sole.

Similarly, an excellent basketball player can perform sprint, cut, emergency stop, turn around, jump shot, goal and other continuous actions beautifully. In addition to personal physical strength and training, an ideal pair of basketball shoes is essential.

Among the above advertising ideas, Catch rats and shoot them? Title and? A pair of sneakers, a kitten? It seems that the pictures are all there? Nothing to do with this? Yes, but advertising creatives skillfully associate them with association, giving people a novel and wonderful feeling. Conversely, what if it is removed? Cats catch mice? The only thing left in the whole advertising idea is to have a pair of good basketball shoes to play basketball. No matter how good these shoes are, the advertising effect is definitely not as good as the social effect produced by the original advertising creativity.

Abstract type

Abstraction is a category corresponding to concreteness. It is a qualitative stipulation implied in the concrete image. Abstract expression in advertising creativity is one of the main trends of modern advertising creativity activities. In other words, in the creative expression of modern advertising themes, more and more advertisers and advertising companies do not pay attention to the performance of specific images of advertisements. In some cases, it is more expressed through abstract connotation. Once this kind of creativity is shown to the public, it is difficult for people to understand intuitively, but once it is integrated with thinking, it will be found that advertising creativity is really extraordinary. Advertising creativity is not limited to the types listed above. There are also explanations, declarations, warnings, questions, conclusions, emotions, rationality, news, realism and so on. , which can be used for advertising creative activities.

The steps of advertising creativity

1. data collection stage: a truly excellent advertising creative talent almost always has two characteristics? (1), interested in everything in life; (2) extensive knowledge of various disciplines;

2. Data analysis stage: analyze the relevant data, find out the relationship between the data, and find out the main complaints of advertisements.

3. Brewing and combination stage: Give full play to creativity, and make efforts to formulate an effective sales message by analyzing, synthesizing, sorting out and understanding the data; This is the most difficult stage in the creative process.

4. Creative stage: through further deliberation and deliberation on the fragmentary, imperfect and fleeting ideas in the mind, a relatively complete idea is finally formed.

5. Evaluation and decision-making stage: the last step. That is, to evaluate, supplement and modify the formed ideas to make them more perfect and targeted.

Make sentences with advertising creativity

1, advertising creativity should avoid usurping the role of the host.

2. In recent years, the level of domestic advertising production has made great progress, but the level of advertising creativity is relatively low, and the phenomenon of "following the trend" of advertising has not diminished, and deja vu advertisements abound.

3. The hilarious advertisement that turns grief into joy, and the creative advertisement is so funny, which is really ingenious!

4. Discuss advertising creativity and strategic planning, promote the concept of students' advertising production, then evaluate the advertising effect and understand the correlation between advertising and consumer behavior.

5. In 2008, China's creative advertising works were selected for the New York Advertising Festival, and 29 works won prizes, all of which have strong China elements.

6. How to stimulate the emotional appeal in advertising creativity? This paper makes some theoretical discussions on the causes, principles, creative thinking and design process of emotional appeal advertising.

7. He will participate in the art exhibition held in Saatchi Gallery with many advertising creative personnel.

8. This group of advertising ideas planned by Greenpeace describes the regret that world leaders failed to achieve results in Copenhagen after 10, aiming at urging them to reach an agreement at the conference to prevent the global climate from further deterioration.

9. After that, Li Teng did ceremonial celebrations, operated tours and created advertisements, all of which ended in failure.

10, Collection of Students' Works in the Third Daily Cup Advertising Creative Competition.

1 1. I think a producer of advertising ideas can't claim to be professional if he doesn't consciously consider the communication context formed by the overall advertising ecology.

12. Therefore, the advertising creativity that can satisfy individuality and personal enjoyment from products in the United States and Europe will not work in China.

13. Through cross-annual vertical content analysis, the development and change characteristics of its advertising quantity, advertising appeal focus and advertising creative expression were investigated.

14. In recent years, the company has been looking for a better way to pay for good advertising ideas.

15. Advertising is an art, because it involves a wide range, especially in the aspects of advertising creativity and expression, which are inseparable from artistic processing. It is to express product or enterprise information through artistic means, thus arousing consumers' interest in advertising.

16. The advertisement here is no longer a single communication forced in front of the audience, but an active choice. The broadcast of advertisements has become the expectation of the audience, and the communication of advertisements and the acceptance of the audience have become the agreed communication. This is the power of interactive advertising creativity.

17. At the same time, unique advertising creativity and vivid novelty-seeking scenes can easily arouse consumers' passion for association, experience the desire brought by novelty-seeking pictures, form a submissive response that can convince themselves and others, and achieve the predetermined promotion purpose.

18. Therefore, in advertising, we must consciously make use of association, an important psychological activity, and make full use of the relationship between things to form various associations, thus increasing advertising creativity, attracting consumers' attention and improving the effect of advertising memory.

19. The spread of cross-cultural advertising is influenced by many factors, such as cultural differences between East and West, religious beliefs and customs, language restrictions, advertising creativity and advertising communication effects, and the conflict between localization and globalization of advertising.

20. Advertising creativity is a creative thinking activity in which the advertiser skillfully presents the creative concept vividly with the film and television language structure and novel and unique forms of expression on the basis of the advertising strategy according to the marketing objectives of the advertiser.

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