Abstract: Creativity is the soul of advertising, and advertising creativity is a challenge to the ability of advertising writers. It requires advertisers to think rather than beg for inspiration, and to follow certain creative principles. The development of modern communication and marketing theory has injected scientific connotation and new vitality into advertising creativity, thus enriching the creative strategies of modern advertising. sO 100
The application of main advertising creative strategies: USP advertising strategy, brand image strategy, advertising positioning strategy, etc. It can make advertising creativity perfect and achieve the success of creative work.
Keywords: advertising creativity; USP advertising strategy; Brand image; Advertising positioning; Communication; Marketing.
In this commercial society where we live, advertisements are everywhere. Some of these advertisements are mediocre, and some are unique and innovative, thus leaving a deep impression on people. The reasons for this difference are not only design and production factors, but also uneven advertising creativity.
After advertising planning, advertising activities have entered a substantive creative stage. At this time, the advertisement creator should consider how to fully and artistically express and explain the theme of the advertisement. A successful advertising strategy first comes from extraordinary creativity. Creativity is the driving force to attract consumers' attention and stimulate their desire to buy.
First, the connotation of advertising creativity
(A) what is advertising creativity. With the sustained high-speed economic growth in China, the market competition is constantly expanding and escalating, and the commercial war has begun to enter the period of "intellectual" war. Advertising has also risen from the so-called "media war" and "investment war" to the competition of advertising creativity, and the word "creativity" has become the most popular and commonly used word in China advertising industry. "Creativity" means "creativity" in English, which means creating, creating and causing. "Creativity" literally means "creating images". From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, according to the advertising theme, through careful thinking and planning, using artistic means, the mastered materials are creatively combined to create an image process. In short, it is the imagery of advertising theme creativity.
In order to better understand "advertising creativity", it is necessary to explain creativity, image, representation and artistic conception.
"Idea" refers to ideas and concepts. In artistic creation, concept is the idea and viewpoint to be expressed in the work and the core of the content of the work. In advertising creativity and design, creativity is the theme of advertising, which refers to the idea that advertising wants to explain in order to achieve a certain purpose. It is an intangible and conceptual thing, which can only be expressed by means of tangible things. Any artistic activity must have two elements: first, the objective thing itself is the object of artistic expression; The second is to express the image of objective things, which is a means of artistic expression. And the conception activity that organically links the two is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol to convey objective information. On the one hand, it should accurately reflect the essential characteristics of the things being represented, on the other hand, it should be understood and accepted by the public. At the same time, the freshness of the image is also very important. In advertising creative activities, creators should also strive to find suitable artistic images to express the ideas of advertising themes. If the choice of artistic image is unsuccessful, it will be impossible to inspire regret and convince consumers through the communication of ideas.
An objective image that conforms to the idea of the advertisement creator and can be used to express the characteristics of goods and services is called representation when it is not used as a concrete form of expression. Representation should generally be familiar to the advertising audience, and it is best to have a general definition in real life, which can cause some objective image association.
The image formed in people's minds, through the creator's feelings, emotional experience and understanding, penetrates into the certain meaning of subjective feelings and emotions, and is transformed into an image through certain association, exaggeration, concentration, distortion and deformation.
Once the image is transformed into an image, it has a specific meaning and subjective color. The image reflects the objective things and the creator's ideas in different degrees, and the audience's feelings it can arouse will be different. Using images to reflect the style and degree of objective things is artistic conception. That is, the realm that images can reach. Artistic conception is an important index to measure the quality of artistic works.
(2) the principle of advertising creativity.
The originality principle of advertising creativity. The so-called originality principle means that advertising creativity should not stick to the old rules, but be brave in innovation and be good at being unconventional. Original advertising creativity has the biggest psychological breakthrough effect. Unique novelty is to attract attention, and its unique charm will arouse people's strong interest and leave a deep impression on the audience's mind. Being remembered for a long time, this series of psychological processes conforms to the psychological ladder goal of advertising communication.
The principle of effectiveness of advertising creativity. Creativity is the first principle of advertising creativity, but creativity is not the purpose. Whether advertising creativity can achieve the purpose of promotion basically depends on the communication efficiency of advertising information, which is the effectiveness principle of advertising creativity, including understanding and relevance. Understanding is easy to be accepted by a wide audience. In advertising creativity, we should be good at combining various information symbol elements to make it moderately novel and original. The key is to find the best combination of novelty and understandability. Relevance refers to the memory association between the image combination in advertising creativity and the theme content of advertising.
Second, the golden pyramid principle of advertising creativity.
The golden pyramid principle is a particularly effective and practical tool for developing advertisements to express creativity. From the golden pyramid principle, we can gain insight into the thinking process of advertising designers and what logic to use to maximize creativity.
As can be seen from the pyramid structure, the creativity of advertising is second only to the top of the pyramid. The golden pyramid principle of creativity is divided into three levels. The first level is information, which covers a wide range, including internal information, competitive enterprise information and economic environment information. These all-inclusive information are only individual statistics, which are for reference only and cannot be applied in a general way according to the script. It must be carefully analyzed at the second level. This level involves a wide range of fields, including statistics, psychology, economics and sociology. Only after analysis and evaluation can the third level of advertising creativity appear. Only the creativity extended through these levels is the driving force to exert the advertising effect, and it is a false advertising trick.
Third, the process of advertising creativity and its thinking method
(A) advertising creative process
The process of advertising creativity can be divided into the following five stages.
1 During the preparation period, the Institute collected data and inspired new ideas based on old experience. The data were divided into five special materials, and the so-called special materials meant special ones.