[Keywords:] commercial advertising creative thinking training methods Lenovo imagination
Commercial advertising is an advertisement aimed at non-commercial advertising, aiming at selling products or services and obtaining economic effects. With the development of commodity economy and advertising culture, commercial advertising has become one of the important forms of economic life and cultural life in modern society. The creativity of a commercial advertisement is the concentrated expression of its advertising culture, and its creativity directly affects the realization of marketing purposes, thus affecting the development of enterprises and even the survival of enterprises. Therefore, creativity is often called the soul of commercial advertising. How to get a good idea has become the common goal pursued by advertisers and designers. Below we will discuss the thinking process, characteristics and training methods of advertising creativity.
First, the thinking process and characteristics of commercial advertising creativity
In order to make advertising creative activities useless, we must first understand the thinking process and corresponding characteristics of commercial advertising creativity. Specifically, it can be summarized as the following three steps:
1. Collect original data, which is the preparation stage of creativity. The original materials to be collected mainly include six aspects: environmental characteristics, advertiser characteristics, product (service) characteristics, audience characteristics, media characteristics and advertising feedback effect. Many advertisers agree that "good advertisements come out". These six contents are actually the indicators of entering the market, and these are the prerequisites for obtaining good advertising creativity. However, many small and medium-sized enterprises often omit some links in order to save costs. When Sony Corporation of Japan was growing up, it once released an audio advertisement to the Thai market: Buddha accepted the worship of a good man and a faithful woman with his eyes closed, as if he had entered the realm of forgetfulness. At this time, the beautiful music gradually sounded, and the Buddha suddenly moved and looked around. The Buddha couldn't help dancing to the beautiful melody, and then the camera switched to the Sony stereo on one side. This advertisement did not fully collect and understand the information of Thailand's cultural environment, which led to the violation of local religious beliefs and frustrated the sales of Sony Audio in Thailand. From this example, we can know the importance of the first step, and we can also make it clear that the six major contents are an important basis for formulating the objectives and positioning of commercial advertisements.
2. Processing raw materials, which is the gestation stage of creativity. It is mainly to process the collected data, find useful information, and transform it into the goal, orientation and strategy of commercial advertising creativity. A successful positioning case in the advertising calendar, such as "7-up drink", is creative in that he defines Pepsi and Coca-Cola as "coke" and positions himself as "non-coke", thus dividing the beverage market into two parts, winning the market for himself in front of powerful competitors and pointing out the direction for the creativity of advertising works.
3. The formation and improvement stage of advertising creativity, that is, the advertising creativity is completed under the guidance of the positioning formed in the second step.
The above three steps show different thinking characteristics in practice because of different specific contents: the first step is that reason plays a leading role, because only reason can collect true and reliable information; The second step is characterized by experience, intuition and association. The third step is mainly imagination. You can also borrow Wang Guowei's poem describing the three realms of career in "Words on Earth" to vividly summarize the working characteristics of these three steps: when collecting raw materials, it is like "the west wind withered the green trees last night, and I went to the tall building alone to look at the horizon"; When processing raw materials, I silently said, "The clothes are getting wider and wider, and I will never regret it, and I will be haggard for those who disappear"; The stage of producing complete creativity is like "looking in the crowd and looking back, but that person is in the dim light." These also vividly illustrate that advertising creativity needs to go through a process from hard thinking to joy.
Second, the training methods of creative thinking in commercial advertisements
Through the above analysis of the process and characteristics of advertising creative thinking, we can extract two kinds of thinking: association and imagination. These two kinds of thinking belong to creative thinking, which basically runs through three steps in the process of creative thinking in commercial advertising.
1. Association is a psychological activity from one thing or concept to another, which is essentially a divergent thinking activity. Mainly used in data collection and data processing stage. Can broaden the scope of information collection; It can also help to establish the relationship between data in data processing and promote cross-dimensional analysis. This way of thinking is also conducive to the establishment of creative orientation and the formation of creative inspiration. For example, the positioning of washing powder with strong decontamination ability can be associated with washing → fatigue → bondage → slavery → shackles in turn. The shackles of Bilang washing powder are the concept formed in this association: "In order to untie the shackles of washing hands, Bilang's unique bleaching factor will bring you the same cleaning effect as washing hands, and you don't have to be a slave to washing hands." The process of this advertising word showing us its associative creativity involves three of the four ways of associative thinking: joint association, similar association and causal association. From washing powder to hand washing, it belongs to the United Association; From washing hands to fatigue belongs to causal association; From fatigue to bondage, it belongs to joint association; From slavery to slavery belongs to similar associations; From slavery to shackles, it belongs to union. This shows that associative thinking can help creative positioning to develop new related concepts and trigger good creative inspiration.
According to the function and characteristics of associative thinking, "associative storm method" can be used for training. "Associative storm method" refers to divergent thinking from a certain thing or concept, and the divergent content can be solidified in the form of "mind map". There are two specific training methods: one is to train within a specified time, such as divergent training starting from "navel orange" within 30 seconds: (1) navel orange → delicious → nutrition → milk → breast → human body ...; (2) navel orange → sun → happiness → war → Grenade ...; (3) Navel orange → fruit tree → fertilizer → labor → harvest → maturity → gestation → pregnant woman → beauty → happiness ...; (4) navel orange → navel → navel → chess → horse riding, etc. In the process of association, there is no need to consider too much rationality. Just follow your heart, the more the better. The other is to train according to the four ways of associative thinking, and to pursue related concepts or things from four aspects: joint association, similar association, comparative association and causal association without specifying time.