Wen/Sun Xia

In the contemporary society, where the media market competition is extremely fierce at home and abroad, how can enterprises win in the advertising marketing of strong hands such as Lin? How does advertising stand out and be unique? After browsing through many books about advertising, I felt a lot about it. Advertising can not only focus on specific forms of expression, but also ignore the study of design strategy issues. What is an advertising design strategy? It is the method and means used to make advertising works produce better results. 

David Ogway, a famous American advertising guru, once said, "To get consumers' attention and get them to buy your product unless your ad has a good idea, it's like a ship that's going to be swallowed up by the night." "One of the good ideas is creativity. Creativity is the soul of advertising, is creativity, is the idea, is the expression of the advertising theme content of new ideas, ideas, ideas and so on. How can we do a good creative design of advertising? The first step is to understand the basis of advertising creativity.

Product characteristics

Creativity is the process of "how to say it cleverly". Advertising creativity should be based on product characteristics, relevant information and information as a starting point, mining product characteristics, looking for unique demand points is one of the basis of creative communication.

Target market and product positioning

The ultimate goal of advertising creativity is to help the ideological renewal, conducive to the realization of advertising objectives, rather than pure art in the "intention", so the performance of creativity can not be separated from the target market, product positioning and other advertising planning to do the basis. 

Consumer demand

Product characteristics, advertising strategy can not be separated from the "demand" this particular factor. Human needs generally include physiological and social needs. Human needs psychology provides a lot of sources for creativity, as long as the full grasp and in-depth study of human needs psychology, creativity can emerge endlessly.Recommended reading:Beyond the standard advertising ideas!

Know how to combine

Advertising guru Verber Young argues that creativity is a new combination of old elements. Therefore, creativity must make good use of the old elements, with familiar symbols, things, advertising designers and we all know things to combine, so that the combination of things easy to attract everyone's attention, quickly convey the message. 

The performance of advertising ideas

When the best ideas for advertising come into being, the most appropriate forms and methods of expression must be sought to convince consumers to fully display the creative content. Most of the ads we see rely on visual image to spread, advertising creativity through effective forms of expression, from the visual to convince consumers, is the key link in the implementation of advertising. It's like drawing a dragon's eye.Advertising performance in many forms, are advertisers to create a wealth of experience, we can learn from it, the following are several advertising performance strategies:

Direct performance

Direct performance is the most basic and common form of advertising performance. Directly the best characteristics of the goods as the content of communication, from the front to the consumer, the beautiful part of the product is fascinating to present, giving people a realistic sense of reality, so that consumers face the promotion of the product directly, easy to produce a sense of intimacy and trust; 

Metaphorical symbolism

The expression of metaphorical symbols does not directly represent, but borrows some meaning related to the subject matter of goods or advertisements, expounds the theme, lets the consumer understand the theme through association and imagination, this kind of expression often uses simple, popular and philosophical metaphors, as well as related animal shapes, symbols, colors, etc., to guide the consumer to understand the meaning of the reform content, so this form of expression is more subtle, euphemistic, but because it is common things and symbols, but also easy to arouse people's interest and attention. understood and accepted by people. 

Humor exaggerates

As the pace of modern life accelerates, lengthy commentary, boring preaching is already boring. And full of fun, funny, intriguing humor advertising can make people relaxed and happy, naturally accept information publicity. Humor exaggerated advertising, sometimes the performance of some of life's dramatic plot scenes, and sometimes the performance of a absurd and exaggerated visual feeling, the use of people's imagination, so that the ordinary things become magical, extraordinary. And the contradiction of humor conflict can achieve unexpected, but also in the rational artistic effect, unique intention, in a unique way, play the artistic infectious power, full of relaxed, witty atmosphere, often leave people with a very distinct, profound impression. 

Emotional performance

Emotional performance is mainly the use of dramatic moments, to highlight the emotion-based, to render the theme. Emotional performance can be family affection, friend's affection, lover's love as the appeal point, express the satisfaction of obtaining a certain commodity, information publicity into the beautiful fragments of life, to emotional, emotional communication with consumers, so that consumers feel cordial, rich in human feelings, so that it is easy to make advertising close to consumers, shorten the psychological distance between consumers, emotional resonance. 

Comparison instructions

Contrast is a common form of expression, it put the advertising of things in a sharp contrast and direct contrast to show, by which to strengthen the description. Through contrast, showing differences, so that consumers have a clear impression of the new features of the product, the new image. 

The role of good and good

In advertising, the role of two aspects of celebrity: one is the use of famous works (such as famous paintings, sculptures, etc.), to steal beams for columns of deformation, transformation, so that it serves the needs of advertising; The partial replacement and variation of famous works, as well as the deliberate performance of celebrities, can further arouse the interest and attention of consumers, thus generating a sense of trust in the goods, willing to accept the product information, and thus achieve considerable advertising benefits. 

Anthropomorthy performance

The personality of living and inanimate objects other than human beings is made to have human emotional characteristics to express the theme of advertising. Anthropomorthic performance, designers should according to the theme of advertising and creative needs to choose the appropriate performance object, according to people's familiar character expression, action to carry out anthropomorthic treatment, in popular, pleasant, aesthetic form, to attract consumer attention to the goods, so as to achieve the purpose of advertising dissemination.Recommended reading:How does creative thinking "practice"?

Unusual performance

The extraordinary form of expression comes from the modern painting school -- surrealism. The extraordinary performance strategy is for designers to pay attention to fantasy, the real life simply can not exist, even absurd things reasonable performance in advertising, make it a visual reality, surprising victory. This illegal design is easy to impress people's memories. Modern advertising design often uses this method to express themes.