Advertising creative thesis

"Modern and even the future is an era of excessive consumption. In a relatively affluent society, the purpose of consumers is no longer just to consume for demand, but more to consume and consume for feeling. " This is an opinion put forward by an expert at an international advertising seminar. It may sound a little sophistry, but it makes sense to think about it carefully. In the modern society where the pace of life is accelerating day by day, people are busy with their work and ignore their emotional needs. In fact, it is under such circumstances that people need emotion more. The sweetness of love, the warmth of family, the sense of accomplishment of career and the sense of honor of position will all become an indispensable part of people's lives. This kind of emotion is often easily reflected in consumption, and it is precisely because of this that emotional appeal advertisements were born in modern society. Advertisers can arouse consumers' experience through emotional appeals, and control people's consumption behavior through people's emotional process, so as to achieve the purpose of advertising promotion.

1. the era of the rise of emotional appeal advertising

What is an emotional advertisement? This must start with people's emotions and the purpose of commercial advertisements. We know that people's emotions are the most abundant and easy to stimulate, and the ultimate goal of commercial advertisements is to induce people's buying behavior, which is often accompanied by emotional activities. Generally speaking, the stronger the emotional activity, the easier it is to produce buying behavior. It can even be said that the generation of purchase behavior depends on individual emotions to a considerable extent, and emotional appeal advertisements are generated under such conditions. It is not based on the inherent characteristics of the commodity itself, but more on the psychological needs of consumers, using reasonable artistic expression to create advertisements, and looking for the breakthrough point that can arouse consumers' emotions best, so as to urge consumers to accept advertisements and stimulate purchases.

Emotional appeal advertising is relative to rational advertising. For a long time in the past, due to various reasons, there was not much competition between commodities. In advertising, we only need to seek to induce consumers from a conceptual and rational perspective, such as telling them what kind of refrigerator saves the most electricity and what kind of watch is the most punctual. This kind of advertisement is called rational advertisement. Of course, rationality and sensibility are relative, and rational advertising is still one of the important appeal means in today's advertising, for example, it is more commonly used in the advertising of durable consumer goods. However, compared with the past, people now pay more and more attention to emotional appeal advertising, which is likely to catch up with it. They have changed the rigid methods of overemphasizing corporate brand characteristics and launching a strong advertising offensive in the media in the past, and replaced them with friendly and soft advertising language, as well as natural and smooth advertising style and frank and sincere advertising demands, which will make you feel, be fascinated and control your emotions, and let you reach the depth of "fantasy". It constantly hits people's feelings, makes you close to it, has a good impression on it, and is finally conquered by it emotionally, and finally achieves the purpose of selling products or services. Today, with the increasing demands and expectations of consumers, emotional appeal advertisements are developing rapidly.

2. The new thinking of modern emotional appeal advertising creation

As we said before, the emotional appeal in commercial advertisements is rooted in the emotions of the audience. How can we achieve the goal of catering to the audience's emotions in emotional appeal advertisements? How to stand out in today's complicated advertising competition? To this end, we put forward some new ideas of emotional appeal advertising creation.

2. 1 embodies the eternal theme of value-human nature

Human nature refers to the normal feelings and rationality that people have, and the target audience of emotional appeal advertising is consumers, so in a sense, advertising art also belongs to "anthropology". The people-centered world is rich and colorful, and human nature is a rich theme. The metabolism of life, human emotions, emotional communication and the pursuit of life all constitute a very wide range of life topics. Therefore, most successful advertisements are good at digging deep into human nature, satisfying people's deep desires and prayers, affirming human values and embracing peace and happiness. It has become a new theme of advertising performance, which is an appeal to show the value of human nature.

We know that the demand of modern consumers is rising from quantity satisfaction and quality satisfaction to perceptual satisfaction, which is a high-level demand of consumption. In other words, consumers need to reflect their own value more and more, and they need to express the psychological value gained by owning the product, that is, the symbolic value besides the practical value of the product, such as honor and status, which is what we call "brand name is more important than the product". Coca-Cola is no longer a sparkling drink only used to quench thirst, but has become a part of American culture. Owning a luxurious and advanced Mercedes-Benz car is no longer just a convenient means of transportation, but a display of wealth and high social status, and an expression of personal achievements. Similarly, having a happy family has always been an eternal theme in modern life, especially in China. Parent-child affection, brotherly affection and marriage affection occupy an important position in China's traditional family values, and even western countries with relatively cold family values have begun to realize the importance of this. Bell Telephone Company's advertisement with the theme of "emotional communication" eased the loneliness of missing distant relatives. These advertisements are based on "family reunion", showing a warm atmosphere after family, just like a beautiful dream, soothing people's lonely hearts and bringing them back to a healthy emotional world, so they are welcomed by people.

2.2 Natural Romance-Modern People's "Happy Dream"

/kloc-in the 9th century, romantics brought natural scenery into their works, such as majestic mountains, vast seas, quaint and tranquil rural scenery, exotic atmosphere in a foreign land and so on. The magnificent scenery of nature was described and displayed in the hands of romantics. According to Rudolf arnheim, an American literary psychologist, the physiological-psychological basis of this phenomenon, which reflects and entrusts artists' feelings for natural objects, is the heterogeneous isomorphism of mind and objects. Arnheim systematically used the theory of Gestalt Psychology to explain artistic phenomena. He believes that the foundation of artistic creation is to know the performance of objects. He said: "We must realize that the driving force of our own emotional activities and the universal forces that act on the whole universe are actually. In modern print advertisements, designers use a lot of themes with natural scenes as the background. They simplify or symbolize nature or abstract it for decorative purposes.

Today, we are in a high-tech era and a complex world. In order to relieve the tired body and mind and avoid the noise and pollution of the city, more and more urbanites want to escape from the city and join the embrace of nature to realize the "worry-free dream" of modern people. Leisure vacation has also become the lifestyle and mass consumption fashion that modern urbanites hope. Because of this, it has become a breakthrough point in emotional prayer advertising. In response to this demand, advertisers reproduce the beautiful scenery of nature, render a relaxed and pleasant romantic atmosphere, satisfy the potential psychology of urbanites looking forward to realizing "carefree dreams", thus infecting consumers, making them excited and achieving the purpose of advertising. For example, in the advertisement of Finnish vodka, the picture uses montage to combine the forest and wine wonderfully, showing a magical scene. Another example is the advertisement for EBEL watches. In the bright moonlight, the ancient canoe carrying luxury cars, accompanied by the ancient pyramids on the shore, rippled in the water, and placed the watch in this romantic and interesting environment, creating a romantic and mysterious new realm of time, which made consumers feel excited.

Note: This is for reference only.