1, please write a public service advertisement with the theme of "protecting the environment means protecting a bright future".

Hello, the combination of practicality and creativity of excellent uniforms.

Any clothing has two aspects: creativity and practicality, whether it is the fashion we wear in our daily life or the uniform we wear at work.

First, the creative strategy of Baduanjin

1. What is the purpose and effect of this advertisement?

2. Who is the target audience? What are their humanistic psychological characteristics?

3. What do we hope the target audience will think when they see the advertisement? What kind of action will be taken?

4. Product positioning, uniqueness and development history?

5. What are the supporting points of positioning and any information that helps to develop creativity?

6. What promises should advertisements give consumers? Commitment is the soul of advertising!

7. What style should advertisements show?

8. Budget constraints, characteristics and frequency of media release?

Second, the five basic principles of creativity

1, pragmatic principle:

Know what you need to know, and then open your wisdom. We must patiently explore consumers, market conditions, detailed descriptions of products and advertising strategies. Don't let customers think that our advertisements are made by amateurs.

2, the backbone principle:

Every creative person is eager to get a favorable advertisement. Of course, personal talent is the key, whether customers can accept it or not, and personal opportunities are also influencing factors. Whether your talent is buried or not, whether you think you are ordinary or not, since you have chosen the creative industry, you must have the backbone of "others will think of creativity" and "I don't need it." The purpose is to motivate yourself paramore and avoid the inertia of satisfying your creativity.

3, the efficiency principle:

Because creativity is the product of subjective thinking, if you spend time thinking about an idea, it is easy to go into a dead end without realizing it. Even if there is something wrong with the idea, your subjective persistence in this idea will often hinder the generation of other ideas and your tolerance for accepting other ideas. Therefore, when thinking about creativity, you might as well think 360 degrees first, cut in from different angles, and produce different ideas. Don't worry about the literal and visual expression of an idea. I'd rather think more about some ideas and then choose the best one for careful consideration. You'll find that this principle of "seeking wide before refining" will make you get twice the result with half the effort when thinking about creativity.

4, the room principle:

There is no doubt that creative people are good-seeking. Generally, they will never make a decision until the final time limit. But when the problem was found, there was no time to correct it, so we had to bite the bullet and do it right, which was against professionalism. Therefore, we set up a "creative review meeting" to review creative ideas and draft proposals in advance. Therefore, in general, any idea should set aside two days in the time flow to calmly reflect before making a decision.

5, the principle of responsibility:

There is still a long way to go from idea to implementation. It is no problem to turn many ideas into design drafts, but it cannot be completed because of technical or budgetary constraints. If we don't measure the implementation factors when the idea is formed, there will be a lot of trouble later. Remember: if you want to sell your ideas, you must also make them.

Third, several forbidden zones when thinking about creativity:

1, avoid division of labor:

It is absolutely wrong for a copywriter to write a title that meets the design requirements, or to design a picture that meets the title that meets the copywriter requirements. Working partners should discuss and share their ideas with each other in order to connect two or more ideas, which is the most effective interaction mode between creative people.

2. Avoid narcissism:

Many creative people have fragile nerves. When ideas are challenged and criticized, this kind of nerve sometimes erupts, and then a self-defensive language behavior appears. In fact, every creative person has a tendency to be eager to explain and avoid criticism, which is human nature, not creative personality. However, as advertisers, we should have the courage to spread out our painstaking works for everyone to examine. After perceptual thinking, we should learn to look at our own works rationally and accept the inspection of others rationally. Narcissus' narcissism can't escape the fate of drowning in virtual fantasy.

3. You're welcome:

Directly denying others' ideas is not only rude, but also hurtful. Using indirect euphemism, with sufficient reasons and even positive suggestions, will enhance creativity. However, we can't bear to criticize because we are polite. If so, we may eventually be criticized more fiercely by our customers and even lose opportunities.

4. Avoid resigning:

Never be satisfied with 60% creativity! If you really can't break through your creative obstacles, feel at ease with your current salary and position, and don't want to make greater progress, otherwise why do you underestimate yourself? Maybe your potential has not been stimulated, or maybe it has not been developed. Read more excellent works at home and abroad, do more simulation exercises, and stay up 2 nights longer than others. Even if you can't score 100, you can at least spell 70 or 80.

5. Avoid being funny:

Creative techniques emerge one after another, and the scale is difficult to measure. When you let your imagination fly freely with wings, remember to use your brain to direct the direction, instead of letting your wings bring your imagination into a mysterious and fantastic world that consumers can't understand. Always examine whether creativity can be accepted by consumers who follow advertising strategies.

Fourth, creative revolver.

What is the definition of creativity? The process of obtaining new concepts, new practices and new styles from existing resources by comprehensively applying various natural abilities and professional technologies. In fact, 99% of advertising ideas are improved ready-made creative materials.

We might as well think of creativity as a mechanical wheel. A pistol contains three important parts: the gun body, the sight, the trigger and, of course, the bullet. These four things represent four important elements in the process of creative thinking.

1, gun body-creative brain:

Designers should be sensitive to the concepts of image, color and space, and copywriting should be sensitive to words and language in order to be competent. But if you want to be a creative advertiser, the key is imagination. Imagination can be said to be the catalyst of creativity. It can turn the influence, professional skills and life experience in your mind into brilliant ideas. Try to use your imagination and list the uses of a glass: you can arrange flowers, hold a pen, be a receiver, draw circles with the mouth of the glass, be a candlestick, be a self-defense weapon after being broken, hit music after being filled with water, and so on. The more imaginative people are, the lower the boiling point of ideas is.

2, visual creative strategy:

No matter how powerful the weapon is, it also needs a sight to help aim, find the right direction and lock the right direction. Unless you are willing to try your luck with a shotgun suspected of wasting bullets, it is extremely important to know the creative strategy in advance and know the whereabouts of the bullets.

3, trigger-creative concept:

Used to fire bullets. Once the trigger fails, the bullet is useless. Concepts are like triggers that help stimulate ideas. For example, with the concept of "making coffee with you anytime and anywhere", you can come up with some ideas, including: making a bag of coffee to calm down after you are sad, making a bag to relax yourself when you are nervous, and so on. These ideas are all inspired by a concept. Concepts are fixed, but ideas can be changed. Finding some ideas related to concepts from life may produce good ideas.

4. Bullets-Ideas:

The expression of images and words is an important factor to create advertising effect and influence consumers. An idea that can be called advertising creativity can attract consumers' attention and interest most. Images or words can leave a deep impression on consumers, and the main advertising information provided should be clear and consistent with the brand image and commodity personality. No matter what you think, you should be consumer-oriented. Advertisements are for consumers, not to please the judges of the advertising awards, nor to let others collect them. Therefore, creative people need to deeply ponder the mentality of the target object, and ideas are easy to cause * * *.

Five, ten green lights of creativity

1. Get right first, then get wonderful.

Wonderful ideas make people shine and impress, but the correct demands will change people's attitudes and affect people's behavior. Creative people are like smart models. She wants to use body language to express the designer's painstaking efforts, but she must not let her ingenious conditions hide the elegance of the clothes. The model showing off under the stage attracted the audience's attention to her figure and forgot that clothes were the real protagonist. Just as an excellent creative person sacrifices the clarity of information to maintain the integrity of creativity, it is an irresponsible act against professionalism. For example, many creative people like to use a lot of blank space and a small amount of text to create a special visual effect of the picture, insisting on only two lines of copy and putting a small sign. As a result, the artistic effect is achieved, but the advertising effect is hurt.

2, to tightly lock the product and theme:

When you can't think of a good idea, it is feasible to directly express the product name and advertising theme, because it can at least attract consumers who pay more attention to the product. Of course, no one encourages creative people to do so to avoid the excuse of using their brains. In fact, the best ideas should be able to combine products, themes and ideas without trace. A good example is Ogilvy's "When a Rolls Royce is driving at 60 miles per hour, the only sound you hear in the car is the ticking of the clock." Impressed, the main advertising information provided should be clear and consistent with the brand image and commodity personality. No matter what you think, you should be consumer-oriented. Advertisements are for consumers, not to please the judges of the advertising awards, nor to let others collect them. Therefore, creative people need to deeply ponder the mentality of the target object, and ideas are easy to cause * * *.

Step 3 get to the point

When a screenwriter or director has 10000 words or 120 minutes to tell a story, an advertising creative person can only tell a story of several hundred words or 30 seconds. Therefore, the so-called atmosphere brewing has become a luxury of advertising. Creative people should get used to a more focused way of thinking, just focus a little, and then make a big fuss about it. As for the process that causes this, it can be omitted, just like you cut the onion in half with a kitchen knife instead of peeling it layer by layer by hand.

4. Simple and clear.

Consumers regard advertising as a means rather than an end, as a reference for purchasing decisions. Moreover, in most cases, consumers passively accept advertising information, and information that is more easily absorbed by his sensory organs is more likely to invade his subconscious. Those creative people who deliberately make their ideas great and profound are also busy building complex logic, applying structured words and piecing together ambiguous pictures. Most of them overestimate consumers' ability to understand and analyze advertisements.

5, to conform to the basic logic.

There was once an advertisement in an optical shop. The picture showed a blue melon in the form of illustration, and the title was "Is this watermelon pie or cucumber pie?" The subtitle is "I can't see it, which means I need to change my glasses." In fact, this advertisement is very thoughtful, but for consumers, it is not necessarily related to the lack of glasses. Ideas that violate basic logic must be carefully examined unless they are deliberately expressed.

So as not to affect the persuasiveness of advertisements. For example, the advertising slogan of a brand of white rice is "a little sticky but not too sticky". If it is replaced by grandstanding "sticky but not sticky", it seems that the poet said it, and probably no one else will say it.

6. Make this idea both literal and visual.

One command is to assign a title to the picture sent by the customer. The picture shows a car dragging light and shadow, which seems to be driving at high speed. After thinking for a long time, there is no suitable expression, and I barely use "putting everything aside" to express the rapid acceleration of the car, but the overall feeling is that the title does not match the copy and there is no vitality. Therefore, we should not only train ourselves to think with words, but also train ourselves to think with images. In fact, through the integration and application of the two ways of thinking, abstract concepts are more likely to form concrete symbols or graphics and jump out of their minds.

7. The more, the better.

Sometimes thinking about creativity is like driving a car. At first, because the engine has not reached the most efficient working temperature, the driving is not smooth. After running for a period of time, the power of the engine will be continuously output. The brain also needs to warm up the car, and the mind enters the state, and the really good idea begins to generate. Therefore, as long as there is enough time, more good ideas will be conceived, and then the best ideas will be selected and combined, and there will often be surprises.

8. Cut carefully.

Is it "the monk on the moon knocking at the door" or "the monk on the moon pushing the door"? Between scrutiny, it is grinding people. Without scrutiny, how can we get rid of the ordinary? As a creative person, I know a saying: "Put the written manuscript in the drawer and read it the next day, and you will find more places that need to be revised and polished." However, when revising ideas, we must take into account the two criteria of "good or bad ideas" and "demanding right or wrong", both of which are indispensable.

9. Try to entertain consumers.

Entertainment products are the necessary skills of advertising creative people. This situation is just like an actor must have special costumes, makeup, movements, lighting, acoustics, etc. to please the audience. The entertainment effect does not affect the seriousness of communication, but you don't have to try to play the clown for fun, that's the responsibility of the comedian. What advertisers do is to win the favor of consumers, which is different from the appeal of amusement, emotion or shock or even terror.

10, be able to repent.

The most painful thing for creative people is that they finally come up with wonderful ideas, only to find that they are not in line with the strategy or have the characteristics of violating the brand and are forced to give up. Pain is pain, but obviously I don't know enough about the commercial nature of advertising creativity and my mentality is not correct. Think about how many masters committed suicide because they couldn't break through themselves. Why is it difficult for advertisers to give up their creativity because of the advertising effect?

Because first of all, the appearance of clothing is due to the need of human beings to protect their bodies and maintain their lives, so it must first achieve practicality; However, in the process of social development, clothing has gradually been endowed with cultural color, which has become a way for people to express their feelings and beautify their lives. Therefore, the creativity of clothing becomes more and more important. Why is the combination of practicality and creativity more perfect in the field of uniforms? This is because in terms of practicality and creativity, the requirements of uniforms are higher and stricter than those of everyday clothes. Uniform refers to the specific clothes that people wear in work and labor, so its practicality lies not only in making the wearer comfortable, but also in adapting to the working environment.

For example, a cotton garment is comfortable to wear in daily life, but its water absorption becomes a burden in the working environment where it is often in contact with water. Therefore, when designing this kind of uniforms, on the one hand, the health of workers should be considered, on the other hand, the working environment should be considered. Designers will use synthetic fabrics with cotton on one side and waterproof coating on the other to design uniforms, which will improve the practicality to the most reasonable height.

It can be seen that the practical design of uniforms should consider more and more complicated factors than the design of daily clothes. In terms of the creativity of uniforms, its requirements are also very strict. Uniforms are not only labor protection clothes, especially today when corporate culture and CI concept are widely used in social life. Uniforms represent the style and taste of an enterprise and directly show people the quality of the enterprise, so its requirements are more diversified in creativity. In daily life, there are often several people wearing the same clothes, but in the commercial field, each enterprise requires its own uniform to be different from other enterprises, with obvious personalized characteristics, just like the logo of the enterprise, and it is not allowed to be identical. This is an important way for enterprises to establish their own brands and highlight their image in the commercial competition.

Therefore, the design of uniforms often takes into account the novelty of styles and the uniqueness of colors. Uniforms designed for one enterprise are not allowed to be used in another enterprise.

At the same time, the designed uniforms should fully show the cultural characteristics and product management characteristics of the enterprise. For example, in the promotional clothing designed for a Chinese medicine health care product, we adopted the elegant Tang suit style, and also adopted the traditional national pattern in the fabrics and accessories, but adopted the simple western-style skirt style in the matching skirt, which fully reflected the product theme of "combining Chinese medicine with modern high technology". In the promotional clothing designed for an imported beer, metallic leather, sci-fi advanced modeling and Fei Yi scarf are boldly adopted, which shows the marketing concept of "young, avant-garde and carnival" of brand beer.

It can be seen that the creativity of uniforms should not only be people-oriented, but also enterprise-oriented and business-oriented. The simple example mentioned above simply shows that the design and production of uniforms have stricter requirements and face more severe challenges than daily clothes in practicality and creativity. In fact, the problems encountered in uniform design are far more than these, so we can say that an excellent uniform must be a perfect combination of practicality and creativity when it is completed.

Combine yourself. 1527 1 I hope it will help you!