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Advertising Creativity Essay

“Modern times and even the future are an era of excess consumption. In a relatively wealthy society Here, the purpose of consumers is no longer to consume only for needs, but more to consume for consumption and to consume for feeling." This is a point of view put forward by an expert at an international advertising seminar. This may sound a bit weird, but if you think about it carefully, it is not unreasonable. In a modern society where the pace of life is accelerating, people are too busy with their work and ignore their emotional needs. In fact, it is in such situations that people need emotions more. The sweetness of love, the warmth of family, the sense of career achievement, the sense of status and honor, etc., will all become an indispensable part of people's lives. And this kind of emotion is often easily reflected in consumption. It is precisely because of this that perceptual appeal advertising was born in modern society. Advertisers use perceptual appeal advertising to induce certain experiences in consumers and control people's emotions through people's emotional processes. Consumption behavior, so as to achieve the purpose of advertising and promotion.

1. The era of emotional appeal advertising is on the rise

What is emotional appeal advertising? This must start from human emotions and the purpose of commercial advertising. We know that human emotions are the richest and easiest to arouse, and the ultimate purpose of commercial advertising is to induce people's purchasing behavior, and people's purchasing behavior often occurs together with emotional activities. Generally speaking, the stronger the emotional activity, the easier it is for purchasing behavior to occur. It can even be said that the occurrence of purchasing behavior depends on personal emotions to a considerable extent. Emotional appeal advertising is produced under such conditions. It does not entirely start from the inherent characteristics of the product itself, but rather studies the psychological needs of consumers, uses reasonable artistic expression techniques to create advertisements, and seeks the starting point that can best arouse consumers' emotional reactions, thereby promoting Consumers accept advertisements emotionally, stimulating purchases.

Emotional appeal advertising is compared to rational advertising. For a long time in the past, due to various reasons, there was not much competition between products. When conducting advertising, we only need to seek to induce consumers from a conceptual and rational perspective, such as telling them what kind of refrigerator is the most energy-saving, what kind of watch is the most punctual, etc. We call this kind of rational advertising. Of course, rationality and sensibility are relative, and rational advertising is still one of the important means of appeal in today's advertising. For example, it is more commonly used in advertising of durable consumer goods. But compared to the past, emotional appeal advertisements have received more and more attention from people, and they have a tendency to catch up from behind. They have changed the past overemphasis on corporate brand characteristics and the rigid approach of launching powerful advertising campaigns in the media, and replaced them with friendly and soft methods. The advertising language, natural and smooth advertising style, honest and sincere advertising appeals will make you feel something, fascinate you, control your emotions, and make you reach the depth of "fantasy". It constantly impacts people's emotions, making you get closer to it and have a good impression of it. Finally, you are conquered by it emotionally, and finally achieve the purpose of selling products or services. Today, as consumer demands and expectations are increasing day by day, emotional appeal advertising is booming.

2． New thinking in the creation of modern perceptual appeal advertisements

We have said before that perceptual appeals in commercial advertisements are rooted in the emotions of the audience, so how can we achieve the purpose of catering to the audience's emotions in perceptual appeal advertisements? How do you stand out in today's complex advertising competition? To this end, we have put forward some new ideas for perceptual appeal advertising creation.

2.1 Reflecting value - the eternal theme of human nature

Human nature refers to the normal emotions and rationality that people have. The target audience of emotional appeal advertising is consumers, so from In a sense, advertising art also belongs to "anthropology". The world with humans as the main body is rich and colorful, and human nature is a theme with rich connotations. The metabolism of life, people's emotions, mutual exchanges of emotions, and the pursuit of life all constitute an extremely wide range of themes in life. Therefore, most successful advertisements are good at exploring the depths of human nature and satisfying people's deep desires and wishes. The affirmation of human value, the vision of peace, tranquility, happiness, etc. have become new themes of advertising. It is an appeal to show the value of human beings themselves.

We know that the needs of modern consumers are rising from quantitative satisfaction and qualitative satisfaction to perceptual satisfaction. This is the high-level need of consumption. That is to say, consumers increasingly need to reflect their own value, and they need to express the psychological value gained from owning the product, that is, the symbolic value other than the practical value of the product, such as honor, status, etc. This is what we call " The name of the brand is more important than the product.” Coca-Cola is no longer just a sparkling drink used to quench thirst, but has become a part of American culture; owning a luxurious and high-end Mercedes-Benz is no longer just a convenient means of transportation, but a display of wealth and high social status, and a personal expression of achievement. Similarly, having a happy family has always been an eternal theme in modern life, and this is even more prominent in China. Parent-child love, brotherhood love, husband-wife love, etc. play a decisive role in Chinese traditional family values, even if The West, which has a relatively cold concept of family, has begun to realize the importance of this. Bell Telephone Company's advertisements with the theme of "emotional communication" are used to alleviate the loneliness of missing relatives far away. These advertisements use "family reunion" as the appeal, showing a warm and permeating family atmosphere, just like a beautiful dream, soothing people's loneliness. It brings them back to a healthy emotional world, so they are welcomed by people.

2.2 Natural romance - the "free dream" of modern people

In the 19th century, romantics brought natural scenery into their works, majestic mountains, The vast sea, the simple and tranquil pastoral scenery, the peculiar mood of an exotic place, etc. The magnificent scenery of nature was depicted and displayed to the fullest in the hands of romantics. According to the American literary and artistic psychologist Rudolf Arnheim, this phenomenon of using natural objects to reflect and express the artist's feelings is based on the physiological and psychological basis of the heterogeneity and isomorphism of mind and matter. Arnheim Systematically using the theory of Gestalt psychology to explain artistic phenomena, he believed that the basis of artistic creation is the expressive perception of objects. He said: "We must realize that the driving force that drives our own emotional activities has nothing to do with it. Those universal forces that act on the entire universe are actually the same force. "In modern graphic advertisements, designers use a large number of themes with natural scenes as the background. They simplify or symbolize nature. or abstracted for decorative purposes.

Today, we are in an era of high technology and a complicated world. In order to relieve the tired body and mind and avoid the hustle and bustle of the city, more and more urbanites hope to escape from the city and invest in the big cities. The embrace of nature realizes the "dream of freedom" of modern people, and leisure vacation has become the desired lifestyle and popular consumer fashion of modern urbanites. And because of this, it has become an entry point for emotional prayer advertising. In response to this demand, advertisers reproduce the various beauties of nature, exaggerate a relaxed and cheerful romantic atmosphere, and satisfy the potential psychology of urban people who long to realize their "free dreams", thereby infecting consumers and making them excited and reach the point of advertising. purpose. For example, in an advertisement for Finnish vodka, the screen uses montage techniques to wonderfully combine woods and wine to show a magical scene. Another example is an advertisement for EBEL watches. Under the bright moonlight, an ancient canoe carries a luxurious car. The car, accompanied by the ancient pyramids rippling in the water on the shore, puts the watch in this environment that combines ancient times and modern times, full of romantic interest, creating a romantic and mysterious new realm of time, which makes consumers excited. .

Note: This is for reference only.