There are many chairs in CCTV advertisements.

I remember the CCTV (Central Television) image advertisement Logo that I saw before: a light sign fluttered on the land of the motherland, and all kinds of people looked up. This is a "floating" gesture, clear and domineering, but also a bit high.

Later, I saw CCTV's image advertisement "Stage": a country girl was dancing, jumping from the countryside to the city and dancing with some well-dressed men. This is a "jump" gesture with strong symbolic significance. It means that many China country brands, carp yue longmen, have grown up through CCTV. It also means that CCTV is eager to go global.

Later, I saw CCTV's image advertisement "Listen": People from all over the world gathered in running to listen to the voice from China. This is a kind of "running" gesture, and the advertisements are beautifully shot and kind, which makes people feel more and more national pride.

Now, CCTV launched a new image advertisement "Seats" on 20 10 (Figure 1). This time, it didn't "float", "jump" or "run", but "sit down".

One scene, one chair, different scenes, different chairs, just to be clear: 20 10, the world sees CCTV, and the world sees China. The idea is quite simple, the execution is beautiful enough, and the language has begun to globalize. But I think that sometimes, "sitting" is dangerous. Because "sitting" is sometimes easier to "crash" than "walking".

Seating is an appropriate idea for CCTV viewers everywhere, but it is not a unique idea. Because before this, print advertisements and TV advertisements were all creative works with a "chair" in the middle of the picture. For example, the TV image advertisement of Shanghai TV Station (Figure 2), "Everything comes together", also uses seats, which is also an eye-catching idea. Creative people's ideas often "crash", but some "crashes" of CCTV should not be. This can't help but make people wonder-does CCTV never bother to pay attention to what others are doing? Are CCTV advertising creative personnel too lazy to look at competitors' advertisements when they are creative?

What's even more strange is that CCTV Olympic Channel also broadcast a promotional video of BOCOG, which is also a "seat" (Figure 3). There are also seats in the photos, but some photos show more people sitting. Although their creative ideas are different, they are easily associated with words such as "crash" and "similarity" visually, which makes people feel that such image advertisements have collided with the hot topics of the Olympic Games.

"Sitting" is dangerous, because people who "sit" will naturally think of a relaxed shelter.

Creative people know that things that are too easy to think of are usually easy to "collapse". Chair, for TV image advertising creativity, is really an easy element to think of. When you "sit" and think about creativity, it's easy to think of the audience from TV and the seats from the audience. I believe that most creative teams or advertising companies think of seats when advertising images on every TV station. But why are many TV stations useless? It is because everyone knows that this idea is too easy to come up with, and it is not unique or original.

It's dangerous to sit, because the person sitting can't keep up with the times.

From "Logo" to "Stage", I saw that CCTV image advertising keeps pace with the times; From "stage" to "listening", I also saw CCTV's vision shift from China to the world. But from "listening" to "sitting", I saw the repetition of the theme, but I didn't see any further improvement. The same idea, the world listens to us and looks at us; Creativity is ordinary, and compared with listening, it has gone from one ordinary to another. This advertisement of CCTV is to tell people that China is rising and the eyes of the world are turning to China. There is nothing wrong with the strategic direction, but the thinking is not profound.

Poor advertising creative people are facing more and more languages and a new era, and they are facing an increasingly dissatisfied audience. Greatness becomes more difficult.