High scores will be rewarded! Thesis masters are asking for advice. The topic is "On Poster Creativity in Chinese Advertising" or Creativity in Chinese Advertising.

[?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, and to 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. ?

Applying the more important advertising creative strategies: ?USP? advertising strategy, brand image strategy, advertising positioning strategy, etc. can make the 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, advertising activities enter 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, and undergoes certain association, exaggeration, concentration, distortion and deformation , it is formed and 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. difference. 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 distinctive 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. Can advertising creativity achieve the purpose of promotion? The purpose 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 easily accepted by a broad audience. When doing advertising creativity, we must be good at optimally combining various information symbol elements to make them moderately novel and original. The key is to find between "novelty" and "comprehensibility" to the sweet spot. 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 script. They must go through the second level of careful analysis. This level involves a wide range of areas and must use statistics, psychology. After analysis and evaluation of science, economics, sociology, etc., the third level of advertising creativity appears. 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 research 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 the data collected specifically for a certain advertising activity. Relevant information. ?

2. Incubation period - chew and digest the collected information, allow consciousness to develop freely, and combine it. Because all creative ideas are discovered suddenly by chance. ?

3. Revelation period - most psychologists believe that impression is the source of revelation, so this stage is the development and integration of consciousness to generate various creative ideas. ?

4. Verification period - review and revise the ideas generated to make them more perfect?

5. Formation period - materialize the ideas with text or graphics?

(3) Advertising creative thinking methods. ?

American advertising professor James Young said, "Creativity is not only generated by inspiration. Even if there is inspiration, it is also the result of thinking." Creativity is "renewed from existing elements." Derived from "combination", creativity is not the exclusive property of geniuses. ?

Advertising creative thinking methods include the following three methods: ?

1. Vertical thinking method: that is, vertical thinking upward or downward according to a certain thinking route,? Is the mind's self-expansion? method. It has always been evaluated as the most ideal way of thinking. The advantage? It is relatively stable and has a clearer direction of thinking. Its flaw is that it focuses on past experiences and models, and only reprints or improves old consciousness. ?

2?.?Lateral thinking method. Also known as lateral thinking, it develops in multiple directions when thinking about problems. This method is good for generating new ideas, but it cannot replace vertical thinking. It can only make up for the latter's shortcomings.

When thinking about any idea, you should still use the vertical method. At the same time, the horizontal thinking method can remind creatives not to rest on their laurels when thinking. The two methods cooperate with each other and can be used flexibly to get twice the result with half the effort. ?

3. Brainstorming method: A group of people uses meetings to gather the opinions of all participants on special issues to solve the problem. It is an extremely valuable method of creative thinking. ?

IV. USP advertising strategy of advertising creativity

(1) USP strategy characteristics:

USP strategy refers to unique Selling theme (Unique Setting Proposition) can only be effective when the advertisement can point out the uniqueness of the product, that is, it should discover and develop its own unique selling theme when conveying the content. ?USP? has three characteristics: ?

1. It must contain specific product functions. That is, every advertisement must make a statement to consumers and give consumers a clear promise of benefits. ?

2. It must be unique and unique, and it must be a statement that other similar competing products do not have or have not publicized. ?

3. It must be conducive to promoting sales, that is, the rhetoric must be powerful enough to attract millions of people. ?

Due to the rapid development of science and technology, human society continues to move forward. Generalized and modeled advertising creativity and performance alone can no longer attract the attention and interest of the public. It must be found in products and in advertising. State what makes your product unique, that is, implement a unique sales theme. This new advertising creative strategy immediately aroused enthusiastic response in the advertising industry as soon as it came out, and was widely promoted in the 1950s and 1960s. And its proposer, Russell Reeves, USP, has used the strategy to create many excellent and successful advertisements. ?

(2) Theoretical basis and psychological basis of ?USP? strategy?

1. Theoretical basis of ?USP? strategy. With the development of the economy and the improvement of productivity, the market has become increasingly rich in products and competition has become increasingly fierce. It is difficult to win over consumers based on standardized homogeneous products or homogeneous information demands. Therefore, differentiated marketing has become the main marketing strategy choice for enterprises. . Differentiated marketing fully takes into account the diversity and heterogeneity of consumer needs. The USP strategy adapts to the requirements of the marketing strategy, because the differentiated information appeal is based on different products, including the core difference of the product, the difference of the product shape and the difference of the additional product. ?

2. The psychological basis of the USP strategy. Consumer purchasing motivations and behaviors are affected by unknown processes. The so-called "who knows" refers to the reflection of the intuitive image that consumers obtain from external stimuli through their senses. Psychology believes that the process of knowing is a psychological process of random choices. There are three director processes: selective attention, selective distortion, and selective memory. ?

USP's strategy is to use the psychological characteristics of people's board members to promote the unique features and benefits of products in advertisements, so that consumers can pay attention to, ?

remember, and The benefits provided create interest, which leads to their purchasing decision. ?

5. Brand image strategy?

In the mid-1960s, the concept of "brand image" advocated by David Oqiwy After more than thirty years of practice, this creative strategy has been favored by more and more people in the industrial, commercial and advertising circles, showing strong vitality. Today, establishing and strengthening brand image is still the starting point of many advertising creatives, and this strategy also represents the future trend. ?

(1) The meaning of brand?

The definition of the famous marketing scholar Philip Kotter (Philipkotter), the so-called title is a name, title , symbol or design, or a combination of the above, which is intended to differentiate one's products or services from those of competitors. This is defined in the general sense of marketing, but the connotation of the brand and brand image involved in advertising is slightly different from it. ?

The brand in the advertising strategy is reflected in the many information contained in the brand by consumers, such as name, mark, symbol, pronunciation, benefit provision, product characteristics, market evaluation, and development history. Who knows the degree of acceptance and acceptance? It is established in the minds of consumers and is more of a subjective understanding.

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(2) What does brand value mean?

Brand value is a major factor in effective competition. In a market economy, anything that can bring or increase benefits to an actor can be regarded as an asset of the actor, and can then be monetized. Brands are no exception. For manufacturers, brands are an asset that can bring profits. ?

Brand value can be thought of as the value of brand assets. It is often used in the following two senses: First, from the utility sense, the value of brand assets is divided into two categories: providing value to consumers and providing value to manufacturers. The second is from the perspective of asset evaluation, that is, using a certain method to quantify the value of brand assets and assigning it a certain monetary amount. This monetary amount is the brand value. The value of a company's brand equity is mainly enhanced by strengthening its brand image. For manufacturers, the brand image held by consumers for a certain brand is its brand power. ?

The composition of brand power: ?

Brand perception advantage is determined by the sense of intimacy generated by consumers' recognition and familiarity with the brand and the respect derived from goodwill, and Brand vitality is composed of the suitability of the brand's meaning to consumers' lives and the characteristics of the brand, that is, differentiation. Therefore, the best brand, that is, a brand with strong brand power, is a brand that has a strong market position in consumer perception (a good brand image) and is dynamic. Strong brands play an important role in enhancing competitive advantages and expanding market share for enterprises: Market Buddhism is usually a strong brand; strong brands usually enjoy higher profit margins; strong brands have no life cycle. ?

(3) Formation of brand image?

Every brand has a brand image in the market. Brand image means all the emotional and aesthetic qualities that people associate with a brand. Brand image adds illusory image, personality and symbol to the product, causing people to have different feelings and emotions about the same thing. This is the psychological basis for the role of brand image. To establish a brand image, it is necessary to select and create suitable advertising images for the brand, which can express the brand's characteristics and personality and be acceptable to consumers. From the perspective of advertising practice, the selection and creation of advertising images can be of the following types:?

1. Suitable models?

For example: deeply portray the image of "Western Cowboy" The "Marlboro" cigarette advertisement is imprinted in my mind. ?

2. Trademark character?

The fictional "Green Giant" character created by Leo Burnett for Green Giant's peas in 1935 is also a very successful brand. image. ?

3. Anthropomorphic animal cartoon images?

In the advertising planning of British Hofmeister beer targeting young beer drinkers, in order to satisfy the self-identity of young people, The demand reflects the characteristics and yearnings of young drinkers, and in its creativity, it strives to create a chic and smart image of George Bear. ?

4. Celebrity image?

Lux soap’s printed advertisements include photos of movie stars, thus establishing the image of “Lux soap, the soap used by international movie stars”. ?

5. Image of ordinary people?

A French advertising company once invited an 80-year-old laundry woman to be the protagonist of a washing machine advertisement. Not long after the broadcast, the old lady He became a big star, and the sales of this brand of washing machines rose from fourth to second in the country. ?

6. Advertising Positioning Strategy Positioning concept is the most epoch-making theory for advertising creative strategy after the "unique selling theme" brand image strategy. ?

(1) Proposition of positioning concept and its key points?

The society we live in now is a society that has exploded this year. On the one hand, the excessive dissemination of information makes it possible for us to be more to better understand our surroundings, but on the other hand, it puts increasing pressure on our minds. Excessive advertising products, brand information and audience capacity form a sharp contradiction. Among the many products and brands, the problem faced by the audience in purchasing decision-making is not only what to buy, but more importantly, which brand to accept and choose. In order to resolve this contradiction, Ai Lisi and others proposed the concept of "positioning" and advocated the use of positioning as a new communication method in advertising strategies to create more effective communication effects. Even advertising and brand messages find a place in the audience's mind is called "positioning".

1. The psychological basis and characteristics of positioning?

Positioning is a mind-attacking strategy. The concept of positioning shifts the starting point of advertising creativity from products to consumers, requiring more detailed research on consumer psychology. Characteristics of positioning concept: Positioning provides a simplified information for the limited sweetness of the audience; positioning relies on a sequence symbol; positioning is related to the conservatism and plasticity of the audience's psychology. 2. The competitive characteristics of positioning?

Positioning must be "relative to competitors", indicating that positioning advertising is a kind of competitive advertising, because positioning is a kind of competition in psychological position, and positioning recognizes and uses competitive brands location and advantages. ?

(2) Advertising positioning strategy?

Advertising positioning strategy includes the following types:?

1. Leader positioning - establishing leadership position. This is a positioning strategy aimed at occupying the first or leading position in a certain product category. "First" is the easiest way to enter the mind; "biggest" has the same effect. Therefore, if you strive for "first", "first" and "biggest", you can become a leader. ?

2. Comparative positioning - keep up with industry leaders. This is a positioning strategy that can be adopted when the leading position of competing brands is quite stable and the original ranking is difficult to break and reorganize, or when your own brand lacks the strength and possibility to become a leading brand. This positioning strategy makes your own The brand has a certain comparative relationship with the leading brand and occupies a closely followed position on the basis of acknowledging the leading position of the competing brand. 3. Segmentation and positioning - looking for market gaps. Segmentation and positioning is to decompose the original sequence into smaller and smaller categories, decompose the large ladder into small ladders, and then position your brand in the small categories. Or a leadership position on a small ladder. In advertising creativity, there are many strategies for finding gaps, such as price gaps, gender gaps, age gaps, etc. Through this method, we can find the market gap that many established brands have found as a foothold for our advertising creativity and advertising appeals. ?

4. Reorganization and positioning - repositioning for competition. There are hundreds of self-sufficient product categories in the market. If you want to find a gap that is still vacant, there are few opportunities, and leaders and "third The "one" position is even more unique. Faced with the above difficulties, the most unfortunate option is to withdraw from the competition, but companies can use reorganization and positioning strategies to create opportunities for themselves. The key point of the reorganization positioning strategy is to eradicate an existing concept or product, and then move a new concept or product into people's minds. ?

5. "Advanced Club" Strategy - A company can adopt this strategy when it cannot achieve first place or some meaningful confession, and the market gap does not exist. Through the introduction of this concept, disadvantaged companies are included in the "senior club", and club members are the best in the eyes of the audience. This undoubtedly improves the company's position in the minds of the audience.