Keywords: advertising
Creativity is the soul of advertising, and advertising lacks creativity just like people lack ideas. It just exists, not forever. What is the standard of good advertising? There is no conclusion and opinions are not the same. One view is that advertisements recognized by advertising companies and customers are good. Another view agrees with Raymond robiquet's definition: the best sign of excellent advertising is that it can not only influence people to buy the products it sells, but also make people and advertising circles remember that it is an admirable masterpiece. The author believes that excellent advertising works are works that do not attract public attention to themselves while selling products. A good advertisement should draw the attention of the advertising target to the product. Good advertisements give consumers the impulse and action to experience.
A good advertisement, full of creativity, wisdom, knowledge, morality, self-cultivation, elegance and style, not only conveys the information of enterprises, products or services, optimizes the environment and produces aesthetic feeling, but also makes the audience feel better, have an epiphany and enjoy it.
The philosophical tendency of advertising language is not an accidental phenomenon, but an inevitable result of the development of the times. Maslow's theory divides human needs into five categories: physiological needs, security needs, social needs, respect needs and self-realization needs, which develop from lower levels to higher levels in turn. It can be said that it is a process from material needs to spiritual needs, which conforms to the process of social development. After nearly 30 years of reform and opening up, China has entered a well-off society, the problem of food and clothing for the people has long been solved, the material needs at the primary level can no longer meet people's needs, and the spiritual needs at the high level have increasingly become people's first choice.
The party's theory points out that we should persist in arming people with scientific theories, guiding people with correct public opinion, shaping people with noble spirit and inspiring people with excellent works. These all point to a higher level of spiritual satisfaction. Whether it is theory, public opinion, spirit or works, there must be some truth in it, and it is thought-provoking and positive, and philosophy is obviously an important factor, because incisive and philosophical words can correctly guide us and make us form a correct outlook on life and world. As a part of modern life, advertising constantly influences and changes our lives.
Influence on consumers' outlook on life and world.
Advertising can influence the outlook on life and the world, which is true in the real society. For example, the advertisement of Li Lang business men's wear: "You have to work hard to get in; Retreat, but also need to be smart and focused. Between the trade-offs, it is smart, simple and not simple. " The clever way to balance is to "go into politics and help the world;" Retire when you retire and be independent. " The interpretation of the ancient precepts is more calm and the vision is broader.
The way of choice is also the way of branding and development. To take is to bear; Give up, care about losing. Laozi thought in Tao Te Ching: Tao gives birth to one, life gives birth to two, life gives birth to three and life gives birth to everything. Tao is the fundamental thing, so we should understand it. Li Lang is also open-minded, which not only shows the cleverness of enterprises in choosing, but also shows the characteristics of consumers in this market segment of business men's wear, especially their skillful interpretation. What you give is what you get. Actually, it's not just these people, all of them. Which one does not face the choice of trade-offs? In a few words, Li Lang expressed the truth of "simplicity but not simplicity" with charming poetic philosophy language. Thought-provoking, inspiring the way to spur progress; It also makes people calm and natural, and feels that life is relaxed and balanced.
Another example is the advertising slogan of China Mobile: Everyone is a mountain, and the most difficult mountain to climb in the world is actually yourself. Going up, even a small step, will have a new height! Believe in yourself, I can do it! John Paul, a western scholar and German writer, said: "A person's real greatness lies in his familiarity with himself." The stone pillars of ancient Greek temples are engraved with the words "Know yourself". It can be seen that philosophers and scholars agree that it is not easy to get familiar with themselves.
Beyond ourselves, this is the message that advertisements give us. On the one hand, enterprises should surpass themselves on the existing basis, even if it is a small step, to provide better services to consumers; On the other hand, tell consumers to surpass themselves, choose themselves, believe in themselves, persistence is victory, I can. It can be said that this is not only the enterprise's self-pursuit, but also an incentive for the vast number of consumers in society, which makes people feel moved and grateful. While understanding the incentives brought by advertisements, they can also appreciate the hardships of life and work.
Advertising language is a part of enterprise advertising strategy and marketing strategy. Drucker pointed out that strategic governance is a series of decisions and action plans to realize the mission and goals of enterprises. From the semantic point of view, any action will include what to do, for whom, how to do it, where to do it and when to do it. Furthermore, Professor Porter believes that the essence of strategy is to locate, select and establish the consistency between activities. What an enterprise should do is to be responsible to the society and consumers, and to establish a life creed with philosophical concepts, so as to achieve the advertising effect of "conquering the enemy without fighting", win consumers and win the market.
Influence on consumers' attitude towards life
Influence on consumers' lifestyle