In our daily study and work life, everyone has written papers, and we must be familiar with all kinds of papers. A thesis is an article to discuss or study a problem. What papers have you seen? The following are my philosophical papers on the creativity of absolute vodka advertising, hoping to help everyone.
Brief Analysis of Creative Philosophy of Absolute Vodka Advertising Abstract: In an economic society full of consumption, the purpose of consumers is no longer just to meet the basic needs of life, but more to consume for the feeling of consumption. By analyzing the origin of absolute vodka brand and advertising creativity, this paper aims to explain the important position of creativity in advertising. Combined with the present situation of wine packaging in China, the problems existing in wine packaging in China were solved by using the above theories.
Keywords: creative advertising; Wine packaging; Absolut Vodka
With the rapid development of modern economy, modern social life has entered an era full of consumption. In the economic society, consumers' consumption purpose is not only to focus on the basic needs of life, but also to improve the quality of life and satisfy their consumption desires. Stimulated by this situation, brands pay more and more attention to the establishment of brand culture while improving product quality. The establishment and dissemination of brand culture is mostly achieved and realized through various advertisements. In many advertisements, if a brand wants to stand out, it must have extraordinary creativity, so it seems that creativity plays a very important role in advertisements. The following will take the creative advertisement of Absolute Vodka brand as a case to analyze.
As one of the top ten famous wines in the world, Absolute Vodka is a world-renowned top liquor brand. It ranks first among American luxury brands recently selected by Forbes business magazine, and its title of absolute vodka is well deserved. The top vodka produced by it is not only mellow in taste and unparalleled in quality, but also the perfection and infinite creativity embodied by the brand have been recognized by the world, thus becoming famous in Kyushu.
The brand "ABS0LUT Vodka" was founded in Sweden in 1879 and soon became one of the top vodka in the world. Its success lies not only in the exquisite craftsmanship and pure taste of 12 1, but also in its simple and special bottle shape with long neck and wide shoulders. Moreover, the advertisement of absolute vodka has quietly crossed or blurred the boundary between advertisement and art, which may be the reason why andy warhol, a master of pop art, is willing to draw advertisements for absolute vodka. Andy warhol combined pop art with absolute vodka, which made absolute vodka present to the world in a brand-new form. But all these developments and changes always revolve around the brand pursuit of absolute vodka: purity, simplicity and perfection. Now ABSOLUT vodka has penetrated into many fields of visual arts, such as fashion, music and fine arts. But no matter in any field, ABSOLUT vodka can attract many young and loyal followers by virtue of the unique charm of its own brand. Specific cases are as follows:
Bottle advertisement-featuring wine bottles. For example, add a halo to the bottle, which means "absolutely perfect" An angel halo is added to the bottle, which means "absolute perfection".
Absolute objects-all kinds of objects are distorted or transformed into wine bottles. For example, the hillside of a ski resort presents a huge bottle shape from the top to the bottom, titled "Absolute Peak", which means that the quality of wine is excellent.
Absolute City-1987 In order to thank California for its love of absolute vodka, absolute vodka made a swimming pool into a bottle with the title "Absolute Los Angeles". I didn't expect many cities in the United States to require city feature advertisements. So there are masterpieces such as Absolute Seattle and Absolute Miami.
Theme art advertisement —— Representing a brave and fearless red face, using the common hook face form in facial makeup art, the shape of vodka bottle consisting of forehead, eye socket and nose socket emerges. Different colors determine the trend of characters' personality, just like designers give vodka red, implying that this wine is people's loyal friends. The embodiment of the shape of vodka bottle in Chinese Peking Opera facial makeup art is not only a formal embodiment, but also a goal for designers to gain recognition from this form, just as Peking Opera facial makeup art is deeply loved by people.
Absolute taste-in addition to pure vodka with blue as the standard color, absolute brands also have many flavors such as citrus and pepper. For example, twist an orange peel into a wine bottle with the title "Absolutely charming".
Since 15, the advertising of Absolute Vodka has always followed the advertising creative concept of "never changing, but never the same", creating an outstanding and lasting fashion for the product. Under the guidance of this theory, the print advertisements of Absolute Vodka adhere to the "standard format"-bottles with two-word titles, and more than 600 print advertisements have been produced. Although the "form" remains the same, their performances are always ever-changing. "Boldly take advantage of the situation and skillfully spread fame", with as many as12 advertising themes-bottle advertising, abstract advertising, city advertising, art advertising, festival advertising, taste advertising, fashion design advertising, theme art advertising, film and television literature advertising, current affairs news advertising, thematic advertising and so on. These advertisements with different themes not only have flavor, but also show wit and humor. At the same time, their different themes highlight the elegant appearance of absolute vodka bottles. The print advertisement of absolute vodka not only involves various fields, but also links this modeling element with the culture of the selling country, creating many advertising products that highlight the unique culture of these countries. It is these creative advertising series with breadth and depth that make this brand enjoy unparalleled honor in the world. Whether drinkers or non-drinkers, they think it is "absolutely perfect".
Innovation of advertising strategy. The success of Absolute Vodka tells us that the success of the brand is not all "smashed" by money, and innovative, unique and suitable advertising strategies for its own product attributes and culture can also achieve the effect of "making a name for itself". The advertisement of absolute vodka is based on a creative point-associating with the shape of vodka bottle as a design element. In advertising strategy, Absolute Vodka adheres to the dialectical unity of the expression form and concept of advertising creativity, and delivers brand value with a steady stream of creativity under the standard advertising format. Specific to the brand identification strategy, the concept of "cool" and "avant-garde" runs through it, but there is no lack of humor and pride. The creative advertising concept of absolute vodka is centered on the unique features of bottle close-up. A line of two words in English is added below, the first word is "absolute", followed by a word indicating quality, such as "perfect" or "pure".
To sum up, the creativity of advertising is inseparable from the understanding and perception of life, and beauty exists in every corner of life. The beauty in life is unprocessed and is completely recognized by the designer's eyes in the natural state. The advertising material of Absolute Vodka series comes entirely from life. A house, a branch, a few stones or even a headdress may be the best creative entry point to promote commodity brands. It is these humble elements in life that are often ignored by people and meet our new visual needs-creativity. The expression of this new combination of old elements shows the formal beauty of the image itself and also provides consumers with the psychological feeling of returning to nature.
Our design is inseparable from life, and we need to find inspiration from the bits and pieces of life to come to generate for creativity; At the same time, life is inseparable from design, which needs to be decorated with new achievements of design, and the two complement each other. The key is to make them develop harmoniously and reflect the natural beauty in life in creative design.
References:
Chen Rui. Absolute vodka creative integrated marketing [J]. International Relations, 2007( 1).
[2] Zeng Dilai. Modern packaging design [M]. Changsha: Central South University Press, 2005.
[3] Chen Lei. Packaging design [M]. Beijing: China Youth Press, 2006.
Brief Analysis of the Advertising Creative Philosophy of Absolute Vodka Paper II: The repetitive aesthetic law of the successful application of absolute brand vodka series advertisements and the aesthetic effect of light and shadow in its one-sided advertising screen.
Keywords: repeated advertising aesthetic creativity
Absolute brand vodka series advertisements are undoubtedly a classic interpretation today! Whether it is the single-sided display of the Meilun ring, it gives people a complete visual impact or a classic creativity in overall operation; Defined from the advertiser's point of view, just like the absolute title text, these are the themes of this article.
First of all, I have to talk about its absolute creativity with a little admiration. When it comes to vodka, people will associate this liquor with Russia. However, the emergence of absolute brand vodka broke Russia's monopoly on vodka spirits in the American market. Absolute brand vodka is a Swedish vodka brand. When Vodka 1978 entered the American market, people thought that absolute vodka was an "absolute" failure, because vodka was always in Russia's pocket. However, Carillon, the American agent of vodka, firmly believes that absolute vodka can be made into a successful brand with the right strategy. Carillon Company entrusts TBWA Advertising Company to advertise Absolute Vodka. TBWA realized that a brand can't go with the flow if it wants to succeed. It must break through the communication mode of general alcohol advertisements, create its added value, and shape the "absolute" brand into a fashion image that everyone wants to drink. They decided to find a breakthrough in the word "absolute" and express quality and fashion with a unique name and bottle body. It is this extraordinary creativity that has created the classic myth of advertising.
The original idea is based on the word "absolute", followed by a word indicating quality, such as "absolute perfection", "absolute clarity" and "absolute creativity", and the picture is centered on a close-up bottle; The visual effect is very prominent, and the headline wording and whimsy associated with vision endow the advertisement with infinite charm and mystery.
Consumers are very interested in this form, so TBWA decided to continue this creative form and follow the natural scenery from 65438 to 0980. Classical painting. Imagine space. Modern architecture and other different themes have successively launched works that skillfully combine the brand name with the bottle image, such as "Absolute Monroe". Absolute definition. Absolute Venice, etc., has 500 paintings so far. This repetitive advertising creativity has made this Swedish brand walk in the forefront of the American vodka market. Ordinary consumers regard this advertising work as a work of art with great aesthetic value, and collect absolute brand vodka series advertisements as a hobby; Advertisers, on the other hand, regard it as the "Bible" and classic of the advertising industry, and often try to figure it out and learn.
In this successful creative operation, there is also a technical means-creating an environmental atmosphere with aesthetic effects of light and shadow. Absolute Paris makes the entrance of the bustling Paris subway look like a vodka bottle against the dark blue night, giving people a sense of tranquility and a long history. "Absolute Vienna" created a kind of elegance by playing soft yellow light on the score. Classical atmosphere shows that absolute vodka is the same advanced enjoyment as Vienna music; Absolute Naples uses dim light to draw a crowded but ancient Naples. The light in the picture alternates between light and dark, soft and without losing the sense of depth. The street lamp closest to our sight and the strokes that go away in turn just form the shape of the wine bottle. This series of advertisements combines the use of light with the famous scenery in Europe. Clever combination of cultural styles creates an advertising environment suitable for different consumers. His series of beautiful pictures are all defined from the aesthetic point of view: from the appearance, the light-treated goods have become a mixture of the inherent brightness value or color value of the goods and the brightness value and color value added by external light sources. It is not a pure commodity itself, but an aesthetic object with certain aesthetic significance of light and shadow.
Of course, even though it has been called a classic by the world; Similarly, it still has some so-called shortcomings in the eyes of critics: first of all, it has many advertisements that we have to work hard to understand or simply can't understand. This is not that we have many problems in understanding, but I think it should be mainly the cultural problems in the distribution areas of these advertisements. For example, China people can understand the draft of Absolute Beijing at a glance, but they need to understand Absolute Brooklyn. "Absolute Denver"-it's not obvious at first glance. Secondly, simply give an example of these "absolute" advertisements; For example, a writer, an artist introduces a rose to others, one tells you its meaning and function with various beautiful words, and one directly outlines it for you to know what it is. It can be described by two words: adjectives, common advertising forms and absolute nouns.
In other words, the advertisement of Absolute Vodka still follows this style, and it also flows into the stomachs of people with different skin colors all over the world-which seems to prove that it is not a product of history. In a sense, it is the originator of ideology, and it gives people a feeling, not a selling point, or this feeling is the biggest selling point. As a netizen commented: If someone says that this is just a bottle, it is doubtful-friends who like to drink hard liquor will probably understand these things better.
The same routine can be innovated, but the question is how do you understand the word "innovation". Old bottles of new wine are also new concepts, and old bottles of poison are also new concepts. It can be said that the "absolute series" of vodka is neither new wine nor poison in an old bottle, but ordinary white water, which will not die after drinking it. You can understand it as an extension of the concept and an insistence on singleness. It can also be understood that this is a lack of skills and a pale mind. To put it bluntly, I know what to fart as soon as I take off my pants. I still don't understand whether absolute vodka sells bottles or wines. The core selling point and unique selling proposition of the product is the bottle.
I'm afraid this clumsy bottle is not as eye-catching as Erguotou. I don't deny the visual impact brought by this kind of advertisement, and I don't doubt that the products are unsalable, but I always feel that they are creative for the sake of creativity. As a kind of liquor, can wine bottles arouse people's desire to buy?
Why do you buy this wine that you don't even know the ups and downs?
Of course, there is no "absolute" good idea in the world, and even the best idea has defects. I may be a little harsh or even ignorant when I say this.
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