This shows the importance of advertising creativity. However, an excellent advertising creativity, in addition to considering factors such as product characteristics, also lies in conforming to the public's psychology, so that the public can accept advertising information with a relaxed and happy mood in a beautiful artistic conception and atmosphere. This is also the beauty of a successful advertising idea. In order to achieve this goal, we should do the following two things.
First, meet the psychological needs of the public.
If advertising creative personnel want advertising to influence the public psychology and guide the final purchase, they must grasp the public psychology, meet the public psychological needs, and create advertising works with real psychological appeal and shock. Only in this way can we move people's hearts, stimulate their psychological interaction and behavioral interaction, and make them "attract attention-arouse interest-arouse desire-deepen impression-arouse action" (AlDl model 1928). Generally speaking, public psychology can be divided into sexual psychology and personality psychology. The so-called sexual psychology is the psychological characteristics of all the people. Personality psychology is a unique psychological feature of a certain class or a certain type of public. Therefore, we must analyze and grasp the psychology of the public, go straight to the point of public concern, and do what we like, in order to obtain good advertising results. Specifically, in modern advertising creativity, we can analyze and grasp the public psychology from the following aspects:
1. Pursuing novelty and novelty
The pursuit of novelty is an internal motivation for people to engage in activities, and it is also a sexual psychology of people. For the public, it is a kind of psychology to get rid of the dull life and pursue novelty and excitement. Therefore, if we can make full use of the public's psychology in advertising creativity and create advertisements, it will certainly have great appeal to the public. For example, an advertisement of Pitty linen clothing company has two very simple pictures. One is that the trademark is just covered with a piece of cloth, and the mystery is aroused and people's curiosity is aroused; And the second picture is to make plain things come out in people's eager expectation. In the process of this deliberately created tension accumulation and the truth coming out, no matter what the outcome is, it has left a profound impact on people. There is also an advertisement for shoes. In order to highlight the softness of shoes, it is so creative: put a shoe on an egg, the egg is not crushed, but the two sides of the shoe are bent down. This novel and peculiar idea can impress the audience's heart by holding the shoes in their hands and constantly pulling them, thus highlighting the softness of the shoes and attracting consumers to buy them. These two kinds of advertisements make use of consumers' psychology of pursuing novelty, make them concentrate, accept advertising information, generate purchasing desire, and achieve advertising purposes. However, we should also pay attention to moderation in the use of public psychology. If you pursue novelty too much, it will not only be difficult to achieve results, but even self-defeating and damage the image of the enterprise in the public mind.
2. Pursuing health and safety psychology
In advertising creativity, if we can combine the public's psychology of pursuing health and safety, we will impress the public and achieve the purpose of advertising. For example, in the advertisement of "healthy and slim" diet pills, its advertising creativity captures people's psychology that they want to lose weight and are afraid that losing weight will damage their health, and they have played the advertisement of "healthier and slimmer", which has been greatly welcomed by the public. Modern advertising audiences have been exposed to advertisements for a short time. If they want to leave a very deep impression on people, they must have novel ideas and hit the public's pursuit of health and safety. Another example is a traffic public service advertisement: a group of young men and women are playing in a speeding car. Although the young driver tried to concentrate on driving, his partner shouted. Just as he turned to shout for silence, an unfortunate accident happened. A car crashed at a high speed. After a while, it was the real scene of the accident: the car was burning, the body on the ground was mutilated, and a young man who escaped but was injured was crying loudly to his friends in the same car. The body of his motorcyclist is being taken away by the police. Suddenly, the screen went completely black. Only a few big letters appeared: "You just got your driver's license for five months, and your eyes left the ground for one second. It's as simple as that, your good friends are gone. "
3. Conformity psychology
Conformity psychology is a common psychological phenomenon, including conformity in thought and behavior. It is a psychological phenomenon that people consciously or unconsciously make correct judgments and change their attitudes based on the size of an organization or the opinions of most people. For example, "Dabao" cosmetics are used by Peking Opera actors, primary school teachers, workers and photographers to explain and publicize its benefits, so that the public has a feeling that "everyone is using it, and I want to use it" to achieve the purpose of advertising. Another example is the advertisement of "Wahaha" advertising calcium milk, which uses "Did you drink it today?" It makes children rush to buy. This is to use the herd mentality of the public to achieve the goal. Therefore, if we can skillfully use people's conformity psychology to carry out advertising creativity in advertisements, we will receive good results.
4. psychology of emotion
With the improvement of people's living standards and the acceleration of the pace of life, people have special needs in emotional dedication, emotional enjoyment and emotional fantasy in their lives. Therefore, in advertising creativity, if we create advertisements with family, friendship and love, we can also impress a considerable number of people's hearts. For example, 100 Runfa, Chongqing Aoni (Chow Yun Fat), which won the fifth national excellent advertising work, tells a touching love story through a series of joys and sorrows. Its success lies in caring for people, and in the artistic conception of "love forever", it sublimates the flavor of a hundred years of embellishment. And this year's "Jin Shiyuan" wine, but also "family, friendship, love" three together, deeply touched the hearts of the public. It can be seen that in advertising creativity, if we can create corresponding advertising works according to the characteristics of products and in line with the family, friendship and love psychology of the public, we can also make the public have purchasing psychology and form consumption motivation.
5. National cultural psychology
The so-called national cultural psychology is the psychological characteristics formed by a nation at a certain historical stage under the influence of religion, ethics, philosophy and morality. This national cultural feature restricts the behavior of China people, affects China people's evaluation and understanding of things, and also affects the public's attention to advertisements. The success of "Confucian family wine" proves this point. The phrase "Confucian wine makes you homesick" deeply touched the hearts of the audience. There are also advertisements with the creative theme of "Dragon", which have been deeply loved by the audience. These are all because the advertising creativity conforms to the national cultural psychology of China people. Therefore, in advertising creativity, if we can organically combine national cultural psychology with product characteristics, we can arouse the public's love for national or national virtues and induce them to buy. In addition to the above, the pursuit of fashion, brand, seeking truth from facts, honesty and showing off are also the points that can be grasped in advertising creativity, which is also of great significance.
Second, several noteworthy issues In the process of advertising creativity, we must grasp the public psychology, cut into the focus of public attention, and pay attention to the following issues.
1. Accurately locate the public. In order to conform to the public psychology, it is necessary to scientifically investigate and analyze the relevant information of the public and accurately locate the public according to the characteristics of the product. According to the positioning theory, we should not hope that one commodity or brand can conquer all audiences. Only by correctly positioning ourselves in the target public can we create corresponding advertising works. For example, the above-mentioned "Dabao" cosmetics advertisement invited primary school teachers, workers and photographers to position the products at middle-income consumers and achieved great success. There is also the "7-up" beverage in the United States, which has positioned itself as a "fresh taste", thus breaking away from the "coke circle" filled with smoke and winning many audiences. However, China's "Very Coke" series launched on 1998 still positioned itself as the "Coca Cola" taste of Americans, and naturally lost the love of China people. Therefore, in order to satisfy the public's psychology and make it play a greater role, advertising must solve the problem of public target positioning.
We must consider the regional characteristics. China is a vast country. People's living habits, customs, people's feelings, personality composition, religious beliefs, etc. It varies from region to region. Different economic environment, customs and national psychology make the same information content have different subjective feelings. In particular, the traditional factors of national culture such as national characteristics and religious beliefs will have an impact on the public psychology in this area. If you do an advertisement for pork products in the Hui area of Xinjiang, your effect can be imagined. Therefore, when choosing the focus of public attention, we should fully understand the geographical situation of the target market and choose the creative theme of advertising that meets their psychological needs and is easy for them to accept, so as to obtain the best advertising effect.
3. To convey commodity information accurately and clearly, modern advertising is a means of commercial competition, and advertising creativity, as a commercial promotion activity, must run through the whole marketing concept from beginning to end and convey commodity information and interest points in a limited time. Therefore, advertising creativity must meet the psychological needs of the public, and at the same time accurately and clearly convey commodity information, so that the two can be organically combined. Only in this way can we really stimulate the public's consumption motivation, and China's advertisements are far from enough, so sometimes our advertisements give people a sense of flooding, but when it comes to influential advertisements, we often can't say anything. For example, there are many toothpaste advertisements made in China, and almost every kind of toothpaste has advertisements, but we still use the products of Procter & Gamble. This is because the advertisements of "Procter & Gamble" company accurately and clearly convey the performance of various toothpastes, giving people a deep impression, while the advertisements of toothpaste in China only convey simple and common information that makes people "white teeth", so it is difficult to leave a deep impression. In a word, advertising creativity is a hard work of innovation, the crystallization of advertisers' wisdom and the result of creative thinking. To carry out effective creativity, it is necessary to conform to the public's psychology, create truly infectious works by artistic means according to product characteristics, and let the public inadvertently and inadvertently induce their own consumption motives in artistic enjoyment, thus achieving the ultimate goal of advertising!