On Advertising Creativity

[Abstract: Creativity is the soul of advertising. Advertising creativity is a challenge to the ability of advertising writers. It requires advertising writers to think instead of begging for inspiration. Follow certain creative principles. The development of modern communication and marketing theories has injected scientific connotation and new vitality into advertising creation, thus enriching the development of modern advertising creative strategies. sO100

Applying the more important advertising creative strategies: USP advertising strategy, brand image strategy, advertising positioning strategy, etc. can make advertising creativity perfect and achieve success in creative work.

Keywords: advertising creativity; USP advertising strategy; brand image; advertising positioning; communication; marketing.

In the commercial society we live in, advertising is everywhere. Some of these advertisements are mediocre and some are unique, innovative and pleasant, thus leaving a deep impression on people. The reason for such a difference, in addition to design and production factors, is also an extremely important factor in the level of advertising creativity.

After advertising planning, the advertising campaign enters the substantive creative stage. At this time, what advertising creators have to consider is how to fully and artistically express the advertising theme. A successful advertising strategy first comes from extraordinary and outstanding creativity. Creativity is the driving force that attracts consumers' attention and stimulates their desire to purchase.

1. The connotation of advertising creativity

(1) What is advertising creativity. As my country's economy continues to grow at a rapid pace, market competition is expanding and escalating, and business wars have begun to enter the period of "intelligent" wars. Advertising has also risen from the so-called "media wars" and "investment wars" to the competition of advertising creativity. The word "creativity" has become the most popular commonly used word in my country's advertising industry. "Creative" means "creativity" in English, which means to create, create, and cause. "Creativity" literally means "creating images." From this perspective, advertising creativity is an artistic conception activity between advertising planning and advertising performance production. That is, based on the advertising theme, through careful thinking and planning, using artistic means, creatively combining the materials at hand to create an image. In short, it is the visualization of the advertising theme.

In order to better understand "advertising creativity", it is necessary to explain ideas, images, representations and artistic conceptions.

"Ideology" refers to thoughts and ideas. In artistic creation, idea is the thought and point of view to be expressed in the work, and is the core of the content of the work. In advertising creativity and design, idea is the advertising theme, which refers to the concept that the advertisement should illustrate in order to achieve a specific purpose. It is an intangible, conceptual thing that must be expressed with the help of something tangible. Any artistic activity must have two elements: first, the objective thing itself, which is the object of artistic expression; second, the image of the objective thing, which is the means of artistic expression. The creative activity that organically links the two is creativity. In the process of artistic expression, the choice of image is very important, because it is a symbol that conveys information about objective things. On the one hand, it must reflect the essential characteristics of the things being represented more accurately, and on the other hand, it must be understandable and acceptable to the public. At the same time, the novelty of the image must also be important. In advertising creative activities, creators must also try to find appropriate artistic images to express the advertising theme. If the artistic image selection is unsuccessful, it will be impossible to stimulate and persuade consumers through the communication of ideas.

An objective image that conforms to the ideas of the advertising creator and can be used to express the characteristics of goods and services is called an image when it is not used as a specific form of expression. The image should generally be familiar to the advertising audience, and it is best to be an objective image that has been commonly defined in real life and can arouse some common associations.

The representation formed in people's minds penetrates into certain meanings of subjective emotions and emotions through the creator's feelings, emotional experience and understanding. After certain association, exaggeration, concentration, distortion and deformation, It is transformed into an image.

Once the representation is transformed into an image, it has a specific meaning and subjective color. The degree of reflection of the image on objective things and the creator's ideas is different, and the feelings it can induce in the audience will also be different. . The use of images to reflect the style and degree of objective things is called artistic conception. That is the state that imagery can reach. Artistic conception is an important guide to measure the quality of artistic works.

(2) Principles of advertising creativity.

The principle of originality in advertising creativity. The so-called principle of originality means that in advertising creativity, one should not stick to the past or stick to the stereotypes, but should be brave enough to be innovative and find new ways. Original advertising creativity has the greatest psychological breakthrough effect. The unique novelty is eye-catching, and its distinctive charm will trigger people's strong interest and leave a deep impression in the minds of the audience. Being remembered for a long time, this series of psychological processes conforms to the goal of the psychological ladder conveyed by advertising.

The effectiveness principle of advertising creativity. Originality is the first principle of advertising creativity, but originality is not the purpose. Whether advertising creativity can achieve the purpose of promotion basically depends on the efficiency of conveying advertising information. This is the effectiveness principle of advertising creativity, which includes understandability and relevance. Comprehensibility means it is easy to be accepted by a broad audience. When carrying out advertising creativity, one must be good at optimally combining various information symbol elements to make them moderately novel and original. The key is to find the optimal balance between "novelty" and "comprehensibility" Best combination point. Relevance refers to the memory-related connection between the image combination in advertising creativity and the advertising theme content.

2. The pyramid principle of advertising creativity.

For creative development of advertising performance, the Pyramid Principle is a particularly effective and practical tool. From the pyramid principle, we can gain insight into the thinking process of advertising designers and what logic they use to develop creativity to the extreme.

It can be seen from the pyramid structure that the creativity of advertising is second only to the top of the pyramid. The pyramid principle of creativity is divided into three levels. The first level is information, which covers a wide range of areas, including internal corporate information, competitive corporate intelligence, and economic environment information. These all-encompassing information are just individual statistical data for reference only. They cannot be applied in a general way according to the text. They must go through careful analysis at the second level. This level involves a wide range of areas and must use statistics, psychology, The third level of advertising creativity appears only after analysis and evaluation in economics and sociology. Only the creativity extended through these levels is the driving force for advertising effects, and it is a flawless advertising technique.

3. The advertising creative process and its thinking methods

(1) The advertising creative process

The advertising creative process can be divided into the following five stages

1. Preparation period - the institute collects data and inspires new ideas based on old experience. The data is divided into general data and five special data. The so-called special data refers to specialized