Simply put, the so-called advertising creativity is to make people in a certain social background agree with the special cultural connotation of advertising through artistic processing.
The common methods of advertising creative design mainly include the following:
1. Direct display method
The so-called direct display method is to directly display the theme of products or services on the layout of advertisements. By making full use of the realistic expressive force of photography or painting, the exquisite texture, shape, function or service comfort of products are carefully portrayed and rendered, so that the exquisite texture of products is attractive, giving people a realistic sense of reality and making the audience feel intimate and trust in the advertised products or services. This technique directly pushes the product or service to the audience, so we should pay great attention to the combination and display angle of the product, highlight the place where the brand of the product or service and the product itself are most likely to impress people, and use the background and color light to set off the product or service in an infectious space, thus enhancing the visual impact of the advertising screen.
2. Highlight the characteristic method
The so-called prominent feature method is to grasp and emphasize the salient features of a product or service theme in various ways, and show them, and put these features in the main visual parts of the advertising screen or set them off, so that the audience can quickly generate attention and visual interest at the moment of contact with the advertising screen, and achieve the promotion purpose of stimulating the desire to buy. In advertising performance, these characteristics that should be highlighted and displayed are generally determined by factors such as the image of a product or service with personality, unique special capabilities, the manufacturer's corporate logo and the trademark of the product or service. The technique of highlighting characteristics is also a common and widely used expression technique, and it is an important method to highlight the theme of advertisements.
3. Contrast and contrast method
The so-called contrast method is to show the nature and characteristics of the depicted things with sharp contrast and direct contrast, so as to show the differences from the contrast and achieve the effect of concentration, restraint and twists and turns. Through this method, the performance and characteristics of products are more clearly emphasized or prompted, which gives consumers a deep feeling. As a commonly used and effective technique, it can be said that all arts benefit from contrast technique. The application of contrast not only makes the advertising theme more expressive, but also full of interest, which expands the appeal of advertising works. The successful application of contrast can make seemingly ordinary pictures contain rich meanings everywhere, showing different levels and depths of advertising themes.
4. Reasonable exaggeration
The so-called reasonable exaggeration method is to exaggerate a certain quality or characteristic of the propaganda object in advertising works in order to deepen or expand the audience's understanding of these characteristics. Through this technique, we can emphasize or reveal the essence of things more clearly and enhance the artistic effect of works. Exaggeration is a change of seeking novelty in the ordinary, exaggerating the appearance and personality beauty of the object through fiction, thus giving the audience a taste of novelty and change. According to the characteristics of its performance, exaggeration can be divided into morphological exaggeration and facial exaggeration. The former is superficial treatment and the latter is recessive treatment. Through the use of exaggeration, it injects rich emotional color into the advertising art, making the product unique and touching.
5. Look at the big picture from the small.
The so-called "seeing the big from the small" means emphasizing, selecting and concentrating the three-dimensional image in advertising design, focusing on a point or a part with unique imagination to describe or expand, thus fully expressing the theme. This kind of artistic treatment has brought great flexibility and infinite expressive force to designers, and at the same time, it has provided broad imagination space for recipients, and gained vivid interest and rich associations. Looking at the "small" in the big picture from an early age is the focus and visual interest center of advertising picture description. It is not only the concentration and growth of advertising creativity, but also the unique arrangement of designers. Therefore, it is not "small" in the general sense, but small contains big, and it is refined at the height of winning big.
6. Suspense method The so-called suspense method is to mystify the expression technique and spread a puzzle, which makes people feel confused at the first glance about the advertising picture, causing a state of doubt and tension, causing waves in consumers' psychology, driving consumers' curiosity and strong actions, generating positive thinking associations and triggering consumers' strong desire to further explore the advertising content. Then point out the theme of the advertisement through the title or text of the advertisement, so as to remove the suspense and leave unforgettable psychological feelings. Suspense technique has high artistic value, and the key is that it can deepen contradictions and conflicts, attract consumers' interest and attention, create a strong impression and produce fascinating artistic effects.
Famous teachers remind people to contact advertisements, which are usually casual and often pass by. It takes only a few tenths of a second for pedestrians to scan billboards. The amount of information received by people in good condition is generally 25 bits per second (bits are the binary unit of information measurement), which is very small. Therefore, most advertisements can't make the audience accept all the contents in the layout (picture), and often only get some incomplete impressions-a number, a punch line, a metaphor, a little suspense, a certain point in the picture or an image. Therefore, only carefully creative advertisements can capture the audience in a very short moment.