广告口号及广告创意.ppt

4、 What is advertising creative? Advertising creative is the idea of art activities between the performance of production planning and advertising, according to advertising theme, after careful thought and planning, the use of artistic means, the possession of material for creative combinations to create an image of the process . In short, is the advertising image of the theme ideas. 广告创意是介于广告策划与广告表现制作之间的艺术构思活动，即根据广告主题，经过精心的思考和策划，运用艺术手段，把所掌握的材料进行创造性的组合，以塑造一个意象的过程。简而言之，即广告主题意念的意象化。 IV. The soul of advertising V. The purpose and principles of creative 1、The purpose of creative: Attract the attention of consumers/引起消费者注意 Caused customer needs/引起消费需求 Promoting Consumer Action推进消费者行动 Ogilvys classic famous saying To attract the attention of consumers, while allowing them to buy your product, must be a good idea, otherwise it is like to be the night engulfed the vessel 。　 　　 　 Attract the attention of consumers Advertising able to reveal the hidden heart of consumers is not known the potential demand, and guide peoples consumption 。 Ogilvys classic famous saying Caused customer needs 广告能够揭示隐藏消费者内心不为己知的潜在需求，并引导人们的消费 Our goal is to sell, otherwise it would not advertise Ogilvys classic famous saying Promoting Consumer Action 我们的目的是销售，否则便不是做广告 Question fou you： Which purpose of creative is most important? The purpose of creative 2、 The principle of creative Originality － Effect of maximum intensity of the psychological breakthrough, with its distinctive charm triggered a strong interest in the people, left a deep impact in the brain, long be remembered 最大强度的心理突破效果,以其鲜明的魅力触发人们强烈的兴趣，在大脑中留下深刻影响,长久的被记忆． V. The purpose and principles of creative Effectiveness － between novelty and comprehensibility to find the best combination of points. In order to achieve the purpose of purchasing consumer acceptance 在新颖性与可理解性之间找到最佳结合点．以达到消费者接受购买的目的． V. The purpose and principles of creative 2、 The principle of creative （ ⅰ ） Original principle