精美《广告创意》中英文演示ppt.ppt

Advertisingcreativity,广告创意,Designer:Duanchan设计：段婵,一、什么是广告创意？消费者,大胆,新奇,与众不同,Inshort,advertisingcreativityistoproducetheextraordinaryaudio-visualeffectsthroughboldandnoveltechnique,soastoattractconsumerstotheutmostdegreeandachievethepurposeofthebranddisseminationandproductmarketing,二、广告创意的原则,Bringsoutthehumaninman,BraunSeries?,Itisinnovativethinkingthatmustbeusedinthecreativeprocess.Therefore,thereareseveralprinciplesshouldbegrasped.,1.冲击性shock,Ifyouwanttodrawpeoplesattentionrapidlyamongthedazzlingnewspaperadvertisements,thepromotionofvisualtensionshouldbeputinthefirstplace.Picturesorphotosarecommonvisualcontentinads.Whenartphotographycombinedwithcomputerprocess,thevisionofadvertisingcreativityandrepresentationarelargelyextended.Itwillproducestrongvisualimpactandhasadeepimpressionontheaudience.,2.新奇性novelty,某打印机广告,Owingtothinkinginertiaintheadscreativeprogress,someadsleadtovisualinsensitiveness.Noveltyisthemysteryofoutstandingadvertisementsandaprincipletobereckonedwithinadscreativity.,3.包蕴性implication,Itistheformofadsthatcatchestheviewerseyes,whileimpressedbythecontent.Soadvertisingcreativitycantstayonthesurface,butrevealsomenaturethings.Agoodideaistoingeniouslycombinethefamiliarthingstoreachnoveleffects.,4.渗透性permeability,每个大人，都曾经是爸妈疼爱的孩子。-安泰保险,Sensationmaybethemostpreciousfeeling.Outstandingadscreativityalwaysregardsthesensationasthemainaim.,5.简单性simplicity,Themethodsofagoodcreativeideasperformanceconsistofthreeingredients:clear,simpleandproper.“Simple”notonlyreferstheabstractionofmentality,butalsomeansthesimplicityofform.,三、广告创意的类型,比较型compare,RedYellowGreen,BlackGrayOrangeBlue,Thisstyleistocomparetheadvantagesanddisadvantagesbetweenhisownproductswithotherssimilarcompetitiveproductsdirectly,soastoremindtheconsumersoftakingcareofthebrandsofproducts.,戏剧型drama,Itisviathedramaticperformancetopublicizetheadsproducts.,故事型story,Thistypeofadsusuallyusesthestoriesinreality,legendsorfairytales.Suchas“YingjiaWine”.,证言型testimony,Throughquotingthetestimonyofsomespecialists,scholars，celebritiesorauthoritiestoprovethecharactersandfunctionsoftheproductsrevealedintheads.,夸张型exaggeration,某相机广告,Ofcourse,theexaggeratedadsmustbeonthebasisofobjectiverealty.Itisallowedtoexaggeratethecharacterofproductsmoderatelyandreasonably.,幽默型humor,Humormaketheviewersacceptthecontentofadsmorejoyfully,alwaysliveadeeperimpressiononpeople,andisagoodwaysofconductpropaganda.Butitmustbenotedthat,thehumorouslanguageshouldhealthy,enjoyful,wisdomandimplicit.,悬念式suspense,T