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Analysis of the connotation of print advertising and creativityThe most popular explanation of advertising is "wide-ranging", advertising is the use of some media to promote goods or notice content. At present, the form of advertising can be described as a variety of, our living environment is full of various types of advertising, print advertising is the most common.

Creativity is a special term in advertising creation, and the idea of print advertising design refers to the re-creative combination of some old elements. Good ideas are mostly in the long-term accumulation and in different steps of meditation to obtain, at present, the evaluation of an advertising good or bad important criteria is to see whether it has "creative", good advertising design needs good ideas, advertising creative skills are indeed worthy of our in-depth exploration of the problem. 

"Inherent stimulation"-- Leo Bena put forward the "inherent stimulus method" that the first factor to integrate marketing communication strategy is to accurately grasp what the consumer's purchase incentives are, that is, what reason consumers choose your product, the key to advertising creativity is to the quasi-product selling point and consumer demand relationship, and then, using the language to impress the audience to express the coming, to stimulate the consumer's desire to buy. Recommended reading:How to enhance the "sales power" of design works

"Sales Proposition Act"-- Rother Reeve's "sales proposition law", or "UPS", was a theory that had a significant impact on advertising creativity in the 1950s, and its core view was that the concept was clear and that it advocated uniqueness and sales effectiveness. Concept clearly refers to the creative process of advertising, first of all, for consumers to point out a purchase proposal and reason, advocating unique refers to other competitors can not provide the proposition; 

"Brand Image Act"-- David Ogway's "brand image method" points out that the establishment of the value of the product's own use comes from certain background factors, is the "psychological interest" on the basis of the material benefits provided by the product to consumers, and the product advertising helps the product to establish a brand image, which in turn makes decisions about the status of advertising and creative focus. 

"Positioning method"-- The "positioning method" proposed by Al Reese and Jack Tratt refers to standing in the perspective of popular psychology, through the use of new communication methods, product planning, etc., to provide consumers with a new, unique, effective sensory effect, so that they can determine the location and image of the product in their hearts. 

"Implementation of the Center of Gravity Act"-- William Bernbach's implementation of the center of gravity law, also known as "R0I" theory, refers to the three main characteristics of advertising creativity: first, originality, that advertising creativity must be different from other forms of advertising, unique; 

"Emotional Resonance"-- First proposed at the American Advertising Festival in the 1980s, it has been widely used, advocating that advertising ideas should be designed in the audience's unforgettable life experiences or emotional experiences, thus giving the audience a resonance and giving the brand some specific connotations or meanings. Recommended reading:It's emotional! Advertising design is essential

Creativity in the design of print advertising occupies a very important position, but also one of the most difficult parts of the design, as the designer of print advertising should understand that successful creativity needs to pay attention to some issues, mainly the following points: 

Pay attention to the unity of content and form

Form of creativity should be combined with the theme of content and design ideas, the form is not independent, pay attention to the creative can reflect the overall picture of content, form and content of unity, the picture may have a perfect effect.

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Avoid over-labeling

Design to properly express the characteristics of advertising products, what is needed is to grasp the point of suitable creative communication, this point of contact must be recognized by consumers, and the characteristics of the products to be advertised are related, if these factors are not taken into account, the pursuit of new advertising effect will be greatly reduced, or even counterproductive. 

Correct penetration of Chinese and Western culture

Some people mistakenly think that creativity should completely absorb Western culture, the West is advanced, the traditional elements completely abandoned, or even to resist, this is a big mistake, because the continuous development of national culture, is derived from inheritance, absorption, innovation, in China's modern advertising graphic design, many outstanding art masters are in the design, the use of the characteristics of traditional national graphics, to design excellent advertising works of art. 

Print advertising designers to design, to master some creative skills, so that the content of advertising has a strong attraction, can stimulate consumers' desire to buy.