(A) Obey the humanization trend of advertising creativity in brand image building.
The basic connotation of humanization is "people-oriented". As far as advertising is concerned, humanization means all advertising production techniques and skills that are consumer-oriented and reflect humanistic care. The humanization of advertising creativity has the following foundations:
1, according to the psychological analysis of the advertising audience. The psychological composition of advertising audience can be divided into three elements: desire, cognition and emotion. Emotion is the highest level of audience psychology, which directly affects consumers' attitudes and behaviors. Consumers whose hearts are touched often have a deep sense of identity with products, which in turn leads to buying behavior and lasting brand dependence. Humanization aims to touch the deep feelings of the audience and let them get infinite warm experience and heartfelt shock from advertisements. It is better than communication skills and functions such as persuasion and entertainment, and conquering consumers is a higher level.
2. According to the development trend of communication. No matter how advanced and developed the technical means of the media are, its purpose is to promote the faster and better dissemination of information content. The highest realm of communication is always to convey the influence of an idea or human nature and to reflect the care of the spiritual level. Advertising can't avoid this. An advertisement that attaches great importance to people's spiritual value is a higher realm of advertising communication, thus obtaining a higher reputation and a greater degree of marketing success.
3. According to the actual communication effect. In newspapers, television, radio and other media, advertisements for homogenized products are overwhelming, the competition is fierce, consumers' rational choices and discrimination are decreasing, and the persuasiveness of emotional appeals is heating up and the momentum is strong. The humanized theme is increasingly welcomed by consumers. For example, the series of carved advertisements launched by Ness Group take the humanized route. Smile tells how children whose parents are divorced communicate with their stepmother through carved toothpaste, which eliminates the gap and embodies the delicate warmth between people. "Sensible Articles" can wash a lot of clothes with only a little washing powder through children helping their mothers to wash clothes, which not only reflects the good quality and low price of carved products, but also deeply touches the hearts of ordinary people with mother-daughter feelings and is a great success.
Specific to the use of advertising works, humanized creativity has considerable flexibility and room for manoeuvre, all of which stem from the rich connotation of "humanization", ranging from caring for individuals to meticulous care in daily life to ultimate concern for the survival and development of all mankind. The humanized creativity of advertising can be divided into three levels in concrete performance:
The first layer of space is the most basic level of humanized expression, which means that the products or services in advertisements should have the characteristics and functions of caring for consumers in detail. For example, some computer manufacturers have begun to pay special attention to how their products start with details such as keyboards, speakers and cabinets. And design what users think, so that consumers can bathe in a considerate care and find no reason not to buy. Starting from the product's own performance and the intimate degree of service to users, although the angle is smaller, it can see the big from the small, reflecting the intention and strength.
The second space means that the theme or content of the advertisement should be related to people's deep feelings and full of human feelings. Advertising can feel the pressure of ordinary people's life and their inner exhaustion, and try to strike the weakest chord in human nature according to human stories in all aspects of social life. For example, the TV advertisement of black sesame paste in the south: In the remote alley in the south of China, there were bursts of clogs and peddlers' cries, and a little boy stuck his head out of the heavy wooden door and couldn't stand the thick black sesame paste: "A wisp of fragrance, a wisp of warmth, black sesame paste in the south". The whole advertisement has a strong nostalgic sentiment, which makes consumers forget the current secular troubles, full of memories of childhood experiences, and also makes people who are rushing for a living feel a long-lost touch and warmth.
The third layer of space means that the advertising works explain the theme of ultimate humanistic care and emphasize the concern for world-wide themes such as peace and development. This kind of advertisement has high conception and big theme, and its production cost and creation difficulty are even higher than the first two layers. In terms of production techniques, it has basically jumped out of the mode of ordinary product advertising, expressing a world theme at a time, which may have nothing to do with the product itself. What consumers feel is only the flow of thoughts and emotions, and advertising is only the last brand of products. The whole advertisement is very atmospheric, reflecting the tolerance and mind of a brand.
(B) Obey the cultural trend of advertising creativity in brand image building
Advertising is an important cultural phenomenon. The connotation of advertising is not only commercial, but also reflects the understanding and values of advertisers and advertisers on life. For example, an advertisement for a diamond watch says, "An extraordinary diamond watch." What is reflected here is a sense of elegance; The advertisement for Shanghai brand watches reads: "Seize the time and move towards the future." What is reflected here is a sense of cherish and rhythm of time; "Fiyta" watch "Once you have it, you want nothing more." It gives people a feeling of luxury and elegance. Although these three kinds of advertisements embody different values and demands, they all express their own pursuits and ideas. It can be seen that while advertising sells goods or services, it consciously or unconsciously outputs some cultural awareness, changes people's thoughts and values, guides people's behaviors and lifestyles, and stimulates people's material needs and spiritual needs.
Excellent advertising creativity must be able to deeply develop the cultural connotation of goods, find creative breakthrough points from the marginal effect of cultural connotation, and make consumers get the greatest shopping satisfaction. The basic categories of cultural characteristics in advertising creativity are mainly manifested in the following aspects:
1. Establish people-oriented values. Commodities are valuable only if they meet people's needs. Advertising creativity can start with low-level material needs, imply or imply high-level consumption, and make consumers transform from simple material products into spiritual sustenance with cultural connotations. Gu Jing, Anhui Province, put forward the advertising slogan of "Playing chess is a saint, drinking Gu Jing's tribute wine", positioning the goods at a higher cultural taste.
2. Take the national culture as the background. Due to long-term accumulation and precipitation, different national cultures have formed unchangeable moral codes of conduct. Advertising creativity should make full use of this cultural background, grasp the flow of social emotions at a certain stage, and thus extract advertising creativity that can become consumers' bosom friends. The well-known "Southern Black Sesame Paste Advertisement", represented by the traditional food stalls selling along the street in China, brings people into the sweet and delicious sesame paste by memory, especially the picture of sesame paste sellers adding half a spoonful of sesame paste to their children, which strengthens the emotional appeal and profoundly embodies the connotation of "respecting the old and loving the young" in Chinese national culture.
3. Create socially oriented commodity value. Values are not only a reflection of spiritual pursuit, but also a social orientation, which should encourage people to strive for a better future and promote the healthy development of society. For example, the cowboy image in Marlboro cigarette advertisements in the United States makes people fully appreciate the vanguard style of men, feel the ubiquitous power turmoil and create a unique Marlboro spirit.
There are two main forms of expression of cultural characteristics in advertising creativity: (1) The trend of combining advertising creativity with literature and art. Five thousand years of Chinese civilization and two thousand years of Confucian culture have formed China's unique culture and unique literary tradition. Advertising creativity uses this long-standing culture to produce many works with national cultural characteristics that are integrated with literature and art, which makes our advertising creation present unique artistic connotation. In Shaoxing, an ancient city with many famous people, Lu Xun series, Gou Jian series, Dayu series and history series are quite influential. In Lu Xun's series of advertising ideas, Yin Shan characteristics such as Lu Xun's black felt hat, Wu Pengchuan and splayed bridge are highlighted, which contain rich and unique cultural connotations. The most valuable thing is the "Xianheng" signboard. With the ingenious pen of Lu Xun, "Xianheng" Hotel has become famous at home and abroad. (2) Advertising creativity reflects the traces of the influence of traditional culture. The essence of China's long, rich and splendid traditional culture has always been an inexhaustible source of advertising creativity. Influenced by China's philosophy and traditional way of thinking, modern advertisements show traces of the influence of traditional culture. Mainly manifested as: highlighting love, family warmth, festive reunion, highlighting folk customs.
(C) public service advertising-the main trend of advertising creativity to shape brand image
Among the four kinds of advertisements: service advertisement, product advertisement, image advertisement and public service advertisement, public service advertisement is the most unique one in shaping the brand image effect. The theme of public service advertisement is to publicize social humanistic spirit, establish civilized concept and advocate scientific lifestyle. This public service perspective and public appeal point are consistent with the image that enterprises should establish in the public mind to repay the society and care about the public. In the early 1990s, Confucius Family Wine invested100000 yuan, and cooperated with CCTV to make ten public service advertisements. Then, Haier Group spent millions of dollars to produce 24 episodes of public service advertisements featuring Haier brothers. Many enterprises such as Lenovo and Beijing Xuelianrong also paid more and more attention to public service advertisements and followed suit. It is through public service advertisements that enterprises express sincerity to the society. On the one hand, it can serve the society, on the other hand, it can enhance the image of enterprises in the eyes of consumers, so that consumers can transform their trust in enterprises into trust in their products and become loyal consumers of corporate brands.
The main trend of public service advertising to shape brand image;
1. Pay attention to social hotspots and show social attitudes with "potential". Most of these advertisements are opinion advertisements, that is, enterprises, organizations and other institutions explain the attitude of enterprises in view of various social hot phenomena, which is an extension of corporate image advertisements. A typical example of this kind of advertisement is the public service advertisement of American enterprises in The New York Times against the terrorist incident of 9.1/kloc-0: "We are willing to join the American people-",which shows great anger and strong national spirit.
2. According to the social public welfare theme at that time, explore the public welfare theme that the society cares about. This is a commercial operation in the form of public service advertisement, which means using the topic. Some themes are of eternal concern to generations or even dozens of generations, such as love, affection, helping the disabled and helping the poor. As long as the enterprise carefully plans, it can gain the feelings of the public. For example, Nongfu Spring advertised the theme of Project Hope: "Buy a bottle of Nongfu Spring, and you will donate a penny for children who are out of school".
3, in view of the social bad phenomenon, show the attitude of the enterprise, advocate good social concept. For example, the TV public service advertisement "Passing Love" created by Beijing Jiexian Advertising Company is aimed at the difficult phenomenon of mother-in-law and daughter-in-law. The advertisement shows the traditional virtue of respecting the old and loving the young with an extremely ordinary story.
4. Enterprises develop their own public image and carry out advertising. For example, the public welfare image of Haier's little brother developed by Haier was made into 24 cartoons for publicity, which not only reflected the public welfare image of Haier Group concerned about society, but also reflected Haier's culture and concept.
5. Create corporate brand image with public service advertising language. This is a commercial advertisement in the form of public service, which is a brand-new combination of public service advertisement and commercial advertisement. The difference is that this form of advertising shapes the image of enterprises caring for public welfare and people through the content of public service advertisements, and at the same time, it publicizes the cultural concept of enterprises and embodies the spirit of humanistic care of enterprises. On the basis of shaping the brand image of enterprises, it embodies or embodies the public welfare of enterprises, which is a higher realm of public service advertisements. For example, Chunlan Group's advertisement for the washing machine in the subway car: "Don't let your bag occupy the width of a washing machine", which is a combination of product appeal points and the crowded environment of the subway, vividly showing people the minimum space requirements of Chunlan's new washing machine, and also giving good suggestions to people in crowded cars, achieving the effect of killing two birds with one stone.
(D) the great development of outdoor advertising-the creative trend of using media to shape brand image.
In China, outdoor advertising has become the second largest media. The amount of outdoor advertising in China has reached110 billion yuan, second only to TV media, accounting for 25% of the total national advertising. With the rapid development of urbanization and the expansion of urban transportation hub in China, outdoor advertising has been recognized by more people.
1, outdoor advertising has the following advantages:
(1) has a high propagation arrival rate. Whether it is a single media such as single column, neon lights and walls, or online media such as bus shelters, car bodies, subways, airports and railway stations, outdoor advertising plays an irreplaceable role in that it can often reach audiences that other media cannot. In addition, the outdoor media is persistent, releasing around the clock, standing 24 hours a day, 7 days a week, and the communication time is the most abundant. With the development of science and technology, outdoor media can use more and more creative means, such as three-dimensional objects, sports, sound effects and high technology. , the formation of three-dimensional sensory stimulation, coupled with exquisite computer inkjet, lighting and other technologies to make, so that the value of advertising is improved, and the appeal to the audience is significantly enhanced. (2) Low communication cost. At present, the cost of outdoor advertising is irresistible compared with other media. According to the survey, the average cost per thousand people of outdoor advertising is only equivalent to110 ~1/30 of other media such as TV and newspapers. In the increasingly fierce market competition and the reality that enterprises are forced to cut costs, the huge cost advantage has become one of the main reasons why outdoor advertising is favored.
(3) Adapted to the changes of people's lifestyles. With the increase of people's leisure activities, modern urbanites like outdoor activities such as travel and sports more and more, and the increasing trend of people's participation in social activities is conducive to outdoor media advertising. The change of people's lifestyle is more conducive to the spread of outdoor advertising.
2, outdoor advertising brand image using the following novel media skills:
(1) A clever demonstration of the real show. Stand and shed advertising is a relatively new form of outdoor advertising, and its audience involves all outdoor people: all kinds of bus passengers, car passengers, all kinds of motor vehicle and non-motor vehicle passengers, pedestrians and others. The advertisement published in the Brussels station shed in Belgium is quite innovative: the "toilet" has a panoramic view, and Mr. Clean is showing himself, pointing to the toilet, demonstrating to the audience and promising that "Mr. Clean will be clean as soon as he wipes it". Mr. Clean in the plane is not only a brand name, but also a brand image spokesperson. During the day, the blue toilet with cover is spotless, and Mr. Clean with green background stands proudly. At night, Mr. Clean stands out in the dim light, and the bathroom looks clean and elegant. The brand culture communication of this kind of reality show can attract the audience and influence the advertising audience from time to time.
(2) Communication and interaction based on local conditions and scenes. Outdoor advertising should also learn to use "emotion" and "time", that is, to determine the advertising strategy according to the events that happened at that time and the local location and season. During the French Open Tennis Tournament, Nike made a sensational brand counterattack by using the Paris subway station and outdoor advertising. One of Nike's competitors beat us to it and bought the right to use the stadium advertisement. As a latecomer, Nike decisively bought nearly 3,000 body advertising spaces during the Open, covering the whole of Paris. After that, Nike bought out all the outdoor advertising boards of the Paris subway station near the gymnasium, and turned the subway station into a poster exhibition hall for Nike brands to display famous stars from all over the world, which became a classic example of successful brand counterattack by using outdoor advertising according to local conditions in the world advertising history.
(3) The communication effect of minority media. The emergence of minority media can be said to be the result of the development of advertising creativity. The advantage of minority media is that it can reach places that mass media can't reach and fight "dislocation war". For example, the addition of an escalator with a good idea will receive unexpected results. The handle of escalator can not only be used as outdoor media, but also the ladder of escalator has become a familiar media for the public. In Frankfurt's public service advertisements about caring for children, children's images and copywriting appear on the steps of escalators in department stores. As the elevator started, vivid images and copywriting of children appeared in front of passengers. "Children won't just disappear. If you spend more time with them as soon as possible, it won't be' too late' (conclusion: spend more time with your children). "
(4) The coup of surprise on-site communication. Advertising creativity focuses on novelty and novelty. Outdoor advertising combines the advantages of print advertising and electronic advertising, which can effectively carry out advertising creativity and surprise. The talking billboard is located in the parking lot of Zurich shopping center. There is a cat in the middle of the picture, and the copy points out the brand interests and promises that "Red Bull will restore your physical and mental vitality". Whenever someone passes by, the cat will roar like a lion. Outdoor advertisements on the streets of London appear openly. Women who love beauty often stop to look at themselves. Full-bodied women are complacent when they see themselves slim in the mirror, but the female companion next to them sees the mystery. Under the mirror, it says: Future Fitness Company (slimming business). When the new lobby of London United Airlines Heathrow Airport was opened, a special poster billboard was built. Four huge shower heads sprayed steaming water threads on it, and floodlights lit up the trickle. The copy told the audience "United's new jet". JETS means to spray or spray water in English, and pun pointed out that the new terminal has a shower room based on people. Creativity in advertising lies in creativity. Every advertising work should have its own personality and be different. In order to render the atmosphere, it should be expressed through certain artistic means to attract the public and achieve the purpose of advertising. What our country's advertisements lack most in shaping brand image is innovation. At present, there are three main problems in domestic advertising creativity in shaping brand image: (1) not paying attention to consumers' cognitive feelings and emotional contagion changes; (2) The main idea is not focused and there is no clear goal; (3) bland, lack of innovation.
The reason why advertising creativity tends to be vulgar is that there is not enough knowledge of advertising creativity theory, and from a deeper level, there is not enough research on people's psychology. The process of shaping brand image with advertisements is the process of making the audience accept advertisements and realizing brand acceptance. To advertise, we must first study people and the laws of their psychological activities and cognition. In order to correct the current disadvantages of advertising and make advertising creativity really serve the brand image construction, we must start from two aspects: advertising acceptance theory and advertising creative expression.
On the theoretical level, it is necessary to strengthen the research on the audience, especially on the cognitive law of advertising and the psychology of advertising acceptance. Only by making a breakthrough in theory can advertisers better express their advertising creativity and serve the shaping of brand image. Without the audience's cognition and memory of advertising, there will be no brand image and no brand.
With the understanding of the two laws of audience perception and memory, it is easier to express advertising creativity in place. The creative expression of advertising should pay attention to the breakthrough and innovation of creative techniques from four aspects: (1) the idea should be novel; (2) The advertising language should be fresh; (3) The advertising picture should have lasting appeal; (4) The artistic conception of advertisements should be far-reaching.
Over the years, a number of enterprises, such as Haier and Honghe, have achieved brand image by advertising, but this is a minority after all. We should see that China's advertising creativity lacks innovation and is too subjective, and we should also see the problems of inaccurate positioning and unclear thinking when enterprises use advertisements to shape their brand image. When we use advertising to shape our brand image, we should make great efforts in creative innovation of advertising, and create first-class advertisements and advertisements that people like. Only in this way can we successfully establish a brand image. China will certainly create more and more famous brands, enjoy a good reputation in the world and create brilliance!