《品牌策略与设计应用》课件-8广告创意思维

课程：广告创意思维——直线思维广告创意思维广告创意是极富创造精神和创新能力的活动。因此，广告创意的关键是创意人员创造性思维的培养。创造性思维就是主体在强烈的创新意识驱使下，通过综合运用各种思维方式对头脑中的知识、信息进行新的思维加工组合,形成新的思想、新的观点、新的理论的思维过程。简言之，凡是突破传统思维习惯，以新颖独创的方法解决问题的思维过程，都可以称为创造性思维。这种独特的思维常使人产生独到的见解和大胆的决策，获得意想不到的效果。下面介绍几种广告创意人员常用的创造性思维方式。直线思维直线思维亦称直接思考法或逻辑思考法。是一种十分理性的思考方法，我们更经常称呼他为垂直思考，它按照一定的方向和路线，运用逻辑思维的方式，在一个固定的范围内，面向纵深即垂直方向进行的一种思考方法。这种思考方法就是传统的深思熟虑，至今仍然是我们进行广告创意最经常、最基本的思考方法。垂直思考法的重点是思考的深度而不是广度，它要求思考问题的人目标集中、用心专一。例如在广告调研的过程中，对于环境、市场、竞争者、消费者的分析过程中，如果没有深入的分析、研究与思考过程,就没有清晰的广告定位，就不可能有高质量的广告创意。直线思维，是一种直行的、单向的、单维的、缺乏变化的思维方式。曲线思维，就像脑电波，有时候会是有规律的，有时候会是无规律的。直线思维在一定意义上说来属于静态思维，曲线思维属于动态思维。直线思维在思维的过程中，会根据以往的经验来决断某件事，因果关系明确。（也就是俗话说的：死脑筋、一根筋。）直线思维垂直型思维方式是指在一种结构范围中，按照有顺序的、可预测的、程序化的方向进行思维，遵循由低到高、由浅到深、由始到终等线索，思维脉络清晰明了，合乎逻辑。其特征是顺着一条思路一直向下延伸，直到找到问题的答案。水平型思维方式是指在条件接近的情况下，对相似事物的发展情况进行比较，从中找出差距，发现问题，然后再提出解决方法的一种思维活动。思维脉络清晰明了合乎逻辑直线思维C[ubColombia100%Malt,100%Mastery-RojaCampaignC[ubColombiaistheonlybeerinthecountrymadeof100%maltandistheonlyoneawardedinternationallyonseveraloccasionsforit'squality.PeopleknowthatClubColombiaisthepremiumbeerinthecountry,butatChristmas,wewi[|remindpeoplewhy.PrintadvertisementcreatedbyLeoBurnett,ColombiaforC[ubColombia,withinthecategory:AlcoholicDrinks.AdvertisingAgency:LeoBurnett,Bogota,ColombiaCreativeDirectors:MauricioSarmiento,LuisAlejandroMoraArtDirectors:JuanRomero,EnriqueGonzalezWilches,YesicaCharryCopywriter:JorgeVillarealPhotographer:EduardoWallaceNanfuCarCampaignPrintadvertisementcreatedbyMcCann,ChinaforNanfu,withinthecategory:House,Garden.CaptionAllthepoweryouneed.AgencyNetwork:McCannPublished/Aired:May2015Posted:May12,2015AdvertisingAgency:McCann,Shanghai,ChinaCreativeDirector:JohnsonShengArtDirectors:JohnsonSheng,YaoSheng,BillBoCopywriter:BarbaraJiangIllustrator:XiDanLightKukaSink,FootCampaignDescriptionPrintadvertisementcreatedbyBC&T,ChinaforKuka,withinthecategory:House,Garden.CaptionVerysoftbed.AgencyNetwork:BC&T华意纵驰Published/Aired:October2012Posted:October16,2012AdvertisingAgency:BC&T,Hangzhou,ChinaCreativeDirector:KaiQian,HongboLeeArtDirector:MeiLinwangCopywriter：FangHaoIllustrator:YiniMiaoPhotographer:ZhangjiaChenUni-PresidentAuthentictaste-KoreanCampaignPrintadvertisementcreatedbymcgarrybowen,ChinaforUni-President,withinthecategory:Food.AdvertisingAgency:mcgarrybowen,Shanghai,China麦利博文I电通安吉斯集团中国ChiefExecutiveOfficer:SimoneTamChiefCreativeOfficer:JeffryGambleGroupCreativeDirector:DannyLiCopywriters:SihanJin,ShireenZhou,EvanZhaoArtDirectors:BingoXu,LuckyGuo,AdamYang,RocHuangDesigner:HuangzongDuanPhotographer/Illustrator:Illusion/BangkokAccountService:CarolMa,TwinkleLinSakyCowCampaignPrintadvertisementcreatedbyOgilvy,ChinaforSaky,withinthecategory:Health.TougherthreadforstubbornfoodAgencyNetwork:OgilvyPublished/Aired:June2014Posted:June20,2014AdvertisingAgency:Ogilvy&Mather,Shanghai,ChinaProductionCompany:IllusionBangkokChiefCreativeOfficer:GrahamFinkGroupCreativeDirector/Copywriter:ThomasZhuCreativeDirectors:JoeWu,BambooZhuangArtDirectors:JackXuan,KokoHuang,LyonLiaoCopywriter:KiddyWangPhotographers:SurachaiPuthikulangkura,NicholasSiauIllustrators:SurachaiPuthikulangkura,Producers:SomsakPairew,KitidejRattanasuvansriRetoucher:SoonAccountDirectors:WandaWang,CynthiaZhou谢谢课程：广告创意思维——发散思维发散思维发散思维,又称水平思维，是为了避免垂直思考的缺点而产生的，寻求打破僵硬的常规，从中逃脱出来，是一种相对的创新思维。他敢于旁敲侧击，出奇制胜，水平思考的求解思路是从各个问题本身想四周发散，指向不同的答案，发散思维又称辐射思维，是指从已有的信息出发,沿着不同的思维路径、思维角度，从不同的层面和关系来思考问题，以求得解决问题的种种可能方法，并在此基础上优选出最佳的解决问题的方案。这种思路好比自行车车轮一样，许多辐条以车轴为中心沿径向向外辐射。发散思维是多向的、立体的和开放型的思维。美国心理学家吉尔福特的研究表明:与人的创造力有密切相关的是发散性思维能力与其转换的因素。他指出:“凡是有发散性加工或转化的地方，都表明发生了创造性思维。”发散思维，就是从已经明确或被限定的因素出发，进行各个方向的思考，设想出多种构思方案的思考方式，呈散射状态，故又称扩散思维或多向思维。主要用于创意构思的初级阶段，是展开思路，发挥想象，寻求尽可能多的答案、设想或解决方法的有效手段。如何运用发散思维？（1）.寻找发散点（兴奋点）：功能、特征、产品历史、使用情境、生活习惯等a,意向型创意-从被限定的范围或预定的目标去寻找b.偶发型创意-从自己的兴趣出发或从掌握的材料去寻找（2）.调整发散方向：以发散点为中心朝各个方向去构思。（灵活、跳跃、不求完整）灵活：不把思维局限在一个方向，要寻求变化，举一反三，触类旁通。跳跃:想法的差异，求异，跳跃的幅度越大越好。不求完整：对每个想法不宜过早加以限制或予以评定，不求全责备和乱加否定。（先想出来再说）BankofChinaNationaltreasureDescriptionExecutiveCreativeDirector：J.C.LeePrintadvertisementcreatedbyMcCann,ChinaforBankofChina,withinthecategory:Finance.Caption:CNY&AUDOneCard,Two-Currency!AgencyNetwork:McCannPublished/Aired:February2013Posted:February06,2013AdvertisingAgency:MccannBeijing,ChinaCreativeDirector:EddieChenArtDirector:JohnnyZhuCopywriter:WendyWangDesigners:ShengnanLi,FangfangZhangTaobaoDiscoverAWorldOfTreasuresPrintadvertisementcreatedbymcgarrybowen,ChinaforTaobao,withinthecategory:RetailServices.AdvertisingAgency:Mcgarrybowen,Shanghai,ChinaChiefExecutiveOfficer:SimoneTamChiefCreativeOfficer:JeffryGambleExecutiveCreativeDirector:DannyLiCopywriters:GemXu,SihanJin,PartyZhangArtDirectors:AdamYang,LuckyGuo,RocHuang,BingoXuDesigners:HuangzongDuan,KristinLiAccountService:CarolMa,JasmineQu,JeffCaiArtBuyer:DinahDingIllustrators:ZhangWeiMang,YeQing,Man-Tsun,YiBi,ZiJun,GuoZhehui,Sean,GuoJingXiong麦利博文I电通安吉斯集团中国ChinaMobileMan-eatersCampaignDescriptionPrintadvertisementcreatedbyOgilvy,ChinaforChinaMobile,withinthecategory:Gaming.AgencyNetwork:OgilvyPublished/Aired:July2012Posted:November08,2013AdvertisingAgency:YinduOgilvy,NanJing,ChinaExecutiveCreativeDirector:JerryWanCreativeDirector:JackyXiaoArtDirectors:JackyXiao,WayneLeeDesigner：TedLuCopywriter:JerryWanIllustrator:LeoChiuCGI：HansomeChang'''A.Y"1.-27•7；-■•：>'/■<、~BeijingSubwayFiremenCampaignPrintadvertisementcreatedbyGrey,ChinaforBeijingSubway,withinthecategory:Transport.CaptionGettherefaster.AgencyNetwork:Grey精信广告Published/Aired:Aprit2015Posted:Apri[05,2015AdvertisingAgency:Grey,Beijing,ChinaExecutiveCreativeDirector:AlvinLimCreativeDirectors：MarxZhu,HeJunArtDirectors:MarxZhu,YangJianfengCopywriter：AlvinLimCreativeServicesDirector:KevinBiTrafficManager:JaneLiManagingDirector：OliverXuAccountManager:AfraHouProductionHouse:MutberryPhotographer:MatjazTancicRetouchers：HeiZi,XuYuanmingHairMaxFightyouragePrintadvertisementcreatedbyJWT,ThailandforHairMax,withinthecategory:Health.CaptionDon'tletagewin.AgencyNetwork:JWTPublished/Aired:April2015Posted:May12,2015AdvertisingAgency:JWT,Bangkok,ThailandRegionalExecutiveCreativeDirector:TayGuanHinChiefCreativeOfficer:SatitJantawiwatCreativeDirector:SupachaiToemtechatpongAssociateCreativeDirector:NapapatchKantasilArtDirectors:NattakornSamintharapunyaCopywriters:WarunyooSorasetsakoonAccountManager:SupaluckLuangwilaiwanPhotographyProducer:KiatsudaChumjaijitProductionHouse:VisionaryBangkokSamsoniteRobotCampaignPrintadvertisementcreatedbyJWT,ChinaforSamsonite,withinthecategory:PersonalAccessories.CaptionDesignedforkids.AgencyNetwork:JWT智威汤逊Published/Aired:February2015Posted:February13,2015SamsoniteDollCampaignPrintadvertisementcreatedbyJWT,ChinaforSamsonite,withinthecategory:House,Garden.AgencyNetwork:JWTPublished/Aired:April2016Posted:April04,2016AdvertisingAgency:JWT,Shanghai,ChinaExecutiveCreativeDirector：NormanTan谢谢课程：广告创意思维——综合思维综合思维从直线思维到发散思维、直觉思维，逆向到形象，任何一个创意都不可能只有一种思维方式，往往是多种方式的综合运用才构成一个成熟又成功的创意。综合思维的模式本身并不是一种独立的模式，它是上述种种模式有机的结合,扬长避短，共同起作用。它必须遵循几条原则：竞争性：这是最重要的一条。商场如战场，广告是先锋，在没有饿狼的地方，羊群的体质也明显下降。竞争的存在，让广告充满活力，广告是竞争的手段，不体现竞争性怎么行？“飞亚达”表业有限公司，一句“一旦拥有，别无所求”将国内其它手表品牌含蓄的至于千里之外，中国广告法规定我们不能以直接或影射的方式中伤、诽谤其他产品，但是我们十分提倡这种“含蓄的竞争”。联系性：思维的空间要广泛，要“海纳百川，有容乃大”，注意事物间的联系。既要将产品区别点相联，又要将旧观念与新理念相联系。创新性：创新是广告的思维中绝不能少的因素，没有创新，广告根本不成其为广告，因为它会发现自己实在没有打动人的东西。RestylaneGoodonme,Notonyou,4CampaignTheideastartedwiththeproductbenefitinmind.Knowingthe"problem”isamorepowerfulwaytogetattentionandtocreatetheurgencyneeds.Butweallknowthatisnotattractiveandthebrandwillnotwanttobeassociatedwith“Ugly”images.Sowestartedtolookatthe“pretty”sideoftheproblemandrealizedwrinkles,facialhollowsandflatcheekcanbeverysexy,prettyandattractive...onourpets.PrintadvertisementcreatedbyMcCann,ChinaforRestylane,withinthecategory:Pharmaceutical.AgencyNetwork:McCann麦肯Published/Aired:May2017Posted:July26,2017AdvertisingAgency:McCannHealth,Shanghai,ChinaExecutiveCreativeDirector：PierreLooAssociateCreativeDirector:MljinAnArtDirectors:MengZhang,JerryJiCopywriter:JuliesDirector:EricWillSofyPrisonbreakPrintadvertisementcreatedbyJWT,ChinaforSofy,withinthecategory:Health.AgencyNetwork:JWTPublished/Aired:June2016Posted:June17,2016AdvertisingAgency:J.WalterThompson,Shanghai,ChinaCreativeDirectors:SheungYanLo,NormanTan,ArtDirector:ReekyHouCopywriter:ChanfronZhaoPrintProduction:LizaLaw,JosephYu,IsaacXul[lustrators:SurachaiPuthikulangkura,SupachaiU-RairatPhotographer:SurachaiPuthikulangkuraProducer:SomsakPairew,KitidejRattanasuvansri(ReaderTreeStory,1CampaignDescriptionThiscampaignwasPrintadvertisementcreatedbyBBH,Chinafor(Reader,withinthecategory:Electronics,Technology.CaptionEverybookisatragedyfortrees.Readebooks.AgencyNetwork:BBHPublished/Aired:April2013Posted:July30,2013AdvertisingAgency:BBH,Shanghai,ChinaCreativeDirectors:YinboMa,CarolOngArtDirector:HaoxiLvCopywriters:MichelleWu,CarolOngIllustrator:XiDan/HappyFinishProducer:YilinLimAmmelooChop-Chop2.0,PorkCampaignPrintadvertisementcreatedbyAmber,ChinaforAmmeloo,withinthecategory:Food.AgencyNetwork:AmberPublished/Aired:September2018Posted:September23,2018AdvertisingAgency:Amber,ChinaChiefCreativeOfficers:TanCheeKeongCreativeDirectors:BenGuo,KiddZhang,ArtDirectors:CSChong,ConeGongCopywriter:CherryWang,ElissaAziziAgencyproducers:EllaCao,JoyWangProductionCompany:Illusion/BangkokSkullcandyVeinsCampaignPrintadvertisementcreatedbyJWT,ChinaforSkullcandy,withinthecategory:Electronics,Technology.GodeeperAgencyNetwork:JWTPublished/Aired:December2014Posted:October19,2015AdvertisingAgency:J.WalterThompson,Shanghai,ChinaCreativeDirectors:NormanTan,Bil[Chan,RojanaChuasakulArtDirectors:RojanaChuasakul,TinYuCopywriter:JunQianPrintProduction:LizaLaw,AndersonChen,IsaacXu,JosephYuClientService:Danie[Ingall,CarolMa,KennyYe,YunJiangProductionHouse/Retouching/Illustration:VisionaryBangkokArgosSmilesGuaranteed,3CampaignescriptionPrintadvertisementcreatedbyY&R,ChinaforArgos,withinthecategory：RetailServices.CaptionGreatsavingsguaranteed..TheleadingdigitalretailerfromtheUK.AgencyNetwork:Y&R扬罗必凯Published/Aired:April2013Posted:June26,2013AdvertisingAgency:Y&R,Beijing,ChinaExecutiveCreativeDirectors:MarcusRebeschiniCreativeDirectors:RonnieWu,DonghaiLiuArtDirectors:SomjaiSatjatham,LoWengHengCopywriters:GaoHan,DonghaiLiu,NilsAnderssonIllustrators:LoWengHeng,AndyYangAccountService:CharlesSampson,ShelbyLeePhotographer：TeoStudioPropsMaster:ReiBoRetoucher:BruceXie/MagicCubeProduction:KirbyHo谢谢课程：直觉思维直觉思维直觉思维是在已经获得的经验、知识的基础上，凭思维的“感觉”直观地把握事物本质和规律的思维方式。直觉思维在创新思维中占据重要位置。直觉思维是在坚实的理论基础、敏锐的观察力、丰富的经验与高度的概括力及形象、逻辑思维的积累基础上,凭人类的知觉用猜测、跳跃、压缩思维过程进行的快速思维方式。它属于潜意识思维，因此直觉思维也称为灵感思维或顿悟思维。它是创意灵感产生的一种主要思维方式，具有突发性、非逻辑性、潜意识和快速等特点。直觉思维的形成必须以思维的积累为基础。灵感不是凭空而来的,广告创意人员不能够完全寄希望于灵感的眷顾,直觉思维的灵感是来自于逻辑思维和形象思维大量积淀，在这种积淀的成果上才能产生出瞬间的智慧火花。直觉思维是指思维对感性经验和已有知识进行思考时，不受某种固定的逻辑规则约束而直接领悟事物本质的一种思维方式。直觉思维具有突发性、偶然性与不合逻辑性的特点。(1)突发性——突如其来，稍纵即逝；(2)偶然性——偶然激发,难于预料；(3)不合逻辑性——并非依照逻辑规则按部就班地进行，可以是荒诞、怪异、幻视、变形等等。在广告创意中，直觉思维常常是冲击传统观念、突破思维定势、打乱逻辑规则，它运用想象、幻想、猜想、联想、灵感等方法，其表现手法往往是荒诞、离奇、怪异、幻视、变形等等。这类创意虽然会有一些风险，但往往能够达到标新立异、出奇制胜的效果。直觉思维有多种多样的表现形式。想象、幻想、猜想、联想、灵感等都属于直觉思维的形式。大体上可以分为想象式直觉和灵感式直觉两种。1.想象式直觉想象是指人们在某些已有材料和知识的基础上，让思维自由神驰，或通过新的组合，或借助丰富的联想，或利用猜想、幻想，从而领悟事物的本质和规律的思维过程。例如联想，它有四个基本形态在广告创意中都有是十分有用的。这四种形态是：1.接近律，例如:“香烟一白酒”；2.对比律，例如:“白天一黑夜”；3.类似律，例如:“鸟类一飞机”；4.因果律，例如:“磨擦一生热”；2.灵感式直觉灵感是指人们在硏究某个问题正苦于百思不得其解的时候，由于受到某种偶然因素的激发，产生顿悟，使问题迎刃而解。这好似“山重水复疑无路，柳暗花明又一村”。在西方，有人把它看成是一种“直觉”，一种潜意识的活动。我们在从事设计活动时也可能有这样的体会：有时即使苦思冥想，绞尽脑汁，也一无所获，但就在这山穷水尽的时候，经由某种机缘的触发顿时茅塞顿开，产生某种新的意念。这种情况就像人们常说的“踏破铁鞋无觅处，得来全不费功夫”。3MNapoleonPrintadvertisementcreatedbyKingHarvests,Chinafor3M,withinthecategory:House,Garden.CaptionInextricablyboundlikeNapoleonandthechaptersofhistory.AgencyNetwork:KingHarvestsPublished/Aired:March2014Posted:May10,2014AdvertisingAgency:KingHarvests,Shanghai,ChinaExecutiveCreativeDirectors:LarryOng,LauraLeeCreativeDirector:MarxZhuArtDirectors:MarxZhu,ArvinChoi,TianZi,LarryOngCopywriters:LarryOng,AugustCao,JamesLimIllustrator:ABenDongPhotographers:HeiZi,FengWang,ZongguoZhouProductioncompany:HeiZiThemanintheHathawayshirt1MJ：RKMl\.irryhiningUirr-ihatittiruK-ultinst<.h«y目山』MliCi4rhlihtn>p»>lIherfitctbywcaringancirtltfMr^,!iu\5-|inxlucc<lHcn«rIhrgrtiwingpiMihrilyofHATHAWAY南心whkharein41d*hy(hemfidgHATHAWAYUlirtlH/rrrinfinkclyInfig-rr-amagofyrgTheymake-y，ul<*»kjoungcrandmc»rvdktm^uishc-d.bc-ratiwofthemiMIcwayHathawaycutn»U«rs.ThewlinleshirtwutlorcdsnoreKfNfr向midkchcrcftrciw»rcww/w/-"航.Thvtailsarckrnger,andstayinyourTrmiwrs.*J*hrhim«imarcinriihrr-^if-pt-'H,!■vnithesritirhingh”miflnK-bcl-lumelegance^hemtit.Abovenil.iiATKAiv-WnwketMrshirtsofrcmurk.ibkJifhruitcnlleetr«ifis>m[heRwcorner!*MthecArih—VijcllaandAfFIvKfiriiinEngkinil,wiwitcjitafUmfrikiQScotland,ScaIshndcunonfmmtheIndieshand-wovenmadrasfrnmIndia,bnwddcthfmmMMehemr,limw^at&tcfriJinParis,Imnd-bilkedsilk^(heEnghnd,exclusivecottim$fromiheweaversin.Aisxerk'n.v；!lgetagrciitdeal<»fquietutHfrirttoinn<itnfuc-afirgshirtswhicharcinsuchimjKx-cablrtagHATHAWAY点iruAttnHidcbyamdiIIEmjianyof<kdicawjemfrsmeninthelittletownofVVjiervilk,Maine."Theyhamhern:uit,nummdboy,fbronehu'l-dredandfiAccnyears./Kibesterstoreseverywhere,orwrictc.F.HATHAWAY,VVatervillc,Vfainc,A»rdienameofyournenreststore,inNew)；>rk,ttkphoneMU9*4157.Prienfrom#5.50釣5・8,大卫•奥格威回忆，当年他在形成戴着眼罩的“穿Hathaway衬衫的男人”的广告创意时就是因灵感而激发的。大卫•奥格威为海赛威衬衫所做的广告：“穿海赛威衬衫的男人”，奥格威给这个人戴上一只眼罩，奥格威回忆说，“我想了18种方法来把有魔力的“佐料”加进广告里。第18种就是给模特加戴上一只眼罩。最初我们否定了这个方案而赞成用另外一个被认为更好一些的想法，但在去摄影棚的路上，我（鬼使神差般地）钻进一家店花了一块五毛钱买了一只眼罩。这个戴眼罩的男人，穿着穿海赛威衬衫，参加一系列贵族精英活动，打猎、高级酒会….将穿海赛威衬衫的高档、精英、独特形象表现的淋漓尽致，一系列广告投放下去，沉寂了116年的穿海赛威衬衫开始声名大噪，销售飙升。但它使哈撒威牌衬衫在过了116年默默无闻的日子后，一下子走红起来。它为什么会成功，我大约永远也不会明白。在对香烟市场进行深入的分析和深思熟虑之后，李奥•贝纳完全突破了限定的任务和资源，对万宝路进行了全新的“变性手术”，大胆提出：将万宝路香烟改变定位为男子汉香烟，变淡烟为重口味香烟，增加香味含量，并大胆改造万宝路形象:包装采用当时首创的平开盒盖技术并以象征力量的红色作为外盒的主要色彩。广告上的重大改变是：万宝路香烟广告不再以妇女为主要诉求对象，广告中一再强调万宝路香烟的男子汉气概，以浑身散发粗犷、豪迈、英雄气概的美国西部牛仔为品牌形象，吸引所有喜爱、欣赏和追求这种气概的消费者。XiuDouSourFaces,1CampaignDescriptionXiuDou,Chinesecandiesthataresosourtheymayprovokesomefunnyfacesuponbeingpoppedintothemouth.PrintadvertisementcreatedbyJWT,ChinaforXiuDou,withinthecategory:Confectionery,Snacks.CaptionSourtoaCrushingPointAgencyNetwork:JWTPublished/Aired:January2018Posted:January26,2018AdvertisingAgency:JWT,Shanghai,ChinaExecutiveCreativeDirector/ArtDirector/Copywriter:CarlosCamachoArtDirectors:AnnaYang,JustinLeungCopywriters:ClaraLi,SelwynLowRlustrator:RamonCedenoPhotographer:AleBursetDigitalRetoucher:DiegoSperoniHaagen-DazsExtraordinaryLuxuriousPrintforChristmascampaignofHaagenDazs,featuringthenewlimitededitionflavourtiramisuspeculoos.PrintadvertisementcreatedbySaatchi&Saatchi,UnitedKingdomforHaagen-Dazs,withinthecategory:Confectionery,Snacks.TooextraordinarytogiveawayGetsomethingjustforyou.AgencyNetwork:Saatchi&SaatchiPublished/Aired:November2018Posted:November28,2018AdvertisingAgency:Saatchi&Saatchi,London,UKCreativeDirector:ScottBradleyArtDirector:MariaSuarez-lnclanCopywriters:SokainaAliouate,AlexanderOverlandIllustrator/3DArtist:PeterTarkaDesignDirector:SheetalSchofieldProduction:BarbaraGaiarimSamsoniteSumoElephantCampaignDescriptionPrintadvertisementcreatedbyJWT,ChinaforSamsonite,withinthecategory:PersonalAccessories.CaptionKidproof.AgencyNetwork:JWTPublished/Aired:June2013Posted:June29,2013AdvertisingAgency:JWT,Shanghai,ChinaExecutiveCreativeDirectors:YangYeo,ElvisChauCreativeDirector:RojanaChuasakulCopywriter:JunQianArtDirectors:KomsonYamshuen,VisionaryBangkokHlustrator:VisionaryBangkokArtBuyers:LizaLaw,IsaacXuAccountSupervisor:DanaHoProductionHouse/Retouching:VisionaryDesigner:KomsonYamshuen/Visionary3MAmadeoCampaignPrintadvertisementcreatedbyPublicis,Chinafor3M,withinthecategory:House,Garden.AgencyNetwork:Publicis阳狮广告Published/Aired:February2014Posted:May29,2014AdvertisingAgency:Publicis,Shanghai,ChinaChiefCreativeOfficers:EricVervroegen,SheenaJengExecutiveCreativeDirector:AkaeWangCreativeDirector:BastienGrisoletAssociateCreativeDirector:AngelaAnnArches-AntonioArtDirector:BastienGrisoletPhotographer:TimFlachProduction:Prodigious,ElysianFieldsProductionManager:GaelChevalProducer:LaurianeDulaArtBuyer/ProductionCoordinator:LysAeliaHartGlobalPrintManager:JeanLucChirioRetoucher:AntonyCrossfieldLtd谢谢！课程：逆向思维逆向思维逆向思维法是相对于习惯思维而言的，也就是从相反的方向来考虑问题的思维方法，它常常与事物常理相悖，但却达到了出奇不意的效果。因此，在创造性思维中，逆向思维是最活跃的部分。按照常规的创作思路，有时我们的创意会缺乏创造性，或是跟在别人的后面亦步亦趋。与常规思维不同,逆向思维是反过来思考问题，是用绝大多数人没有想到的思维方式去思考问题。运用逆向思维去思考和处理问题，实际上就是以“出奇”去达到“制胜”。当你陷入思维的死角不能自拔时，不妨尝试一下逆向思维法，打破原有的思维定势,反其道而行之，开辟新的境界。某牙膏的平面广告，设计者采用逆向的设计思维方式，没有从正面宣传该品牌牙膏的优良品质，而是用一个几乎没有牙齿的老太太的笑容表现“世界健康的微笑”这一主题。快要掉光的牙齿和高露洁保护牙齿的概念看上去似乎背道而驰，但通过仔细分析我们可以得出这样的认识:人的牙齿正常地脱落属于自然规律，谁也不可能违背,当然也包括高露洁的使用者。高露洁的作用是让在你口腔内的牙齿水远健康。与众不同的切入角度和与众不同的表现手法必然达到与众不同的效果。ClubColombia100%Malt,100%Mastery-RojaCampaignWomeninJapan,CentralAmericaandIndia,havetheirown,uniquebeautysecrets,basedonancientritualsoftheirancestors.Thesebeautyroutinescontainpurelocalingredientsandtonsofwisdomfromgeishas,mayansandAyurvedicmedicine.Sohowcanwomeninotherpartsoftheworldlearnabouttheseritualsandexperiencetheminthemostoriginalway?Well,theycaneithergothroughalotoftroubleortheycansimplyenjoythenewDoveNourishingSecretseriestorestore,invigorateandmaketheirskinglowlikeneverbefore.PrintadvertisementcreatedbyOgilvy,GreeceforDove,withinthecategory:Beauty.AdvertisingAgency:Ogilvy,Athens,GreeceExecutiveCreativeDirector:PanosSambrakosCreativeDirector:DimitrisSavvakosArtDirector:ChristosGolfisAssociateCreativeDirector:PanagiotisPapamatthaiouIllustrator:ChristosGolfisAccountDirector:MirellaMoisi,NikolasMemosBusinessUnitDirector:MariannaGkitsakiGlobalBrandInsightPandaCampaignDescriptionGLOBALBRANDINSIGHTisacomprehensiveprofessionaljournalwithBrandMarketing,MarketInformation,CreativeWorksandotherbrandinginformation.Ittargetstheprofessionalcirclesinbusiness-orientedmarketing,masscommunicationandcreativeadvertisingfield.Theseriesofadspromotethemagazinethroughthetypicalcharacteristicsofanimals,reflectingtheworkingconditionofprofessionalsinbrandmarketing,planning,andcreativeworkfield.Itisaninterestingwaytoconnectandresonatewiththem,thenattractthemtobrowse,purchaseandsubscriptionthismagazine.Afterreleasingthisseriesofadvertisement,themagazine'sretailsalesincreasedby46%overthesameperiodandsubscriptionsincreasedby53%.PrintadvertisementcreatedbyDentsu,ChinaforGlobalBrandInsight,withinthecategory:Media.CaptionBranding,withoutthedarkcircles?CheckoutGlobalBrandInsight.AgencyNetwork:DentsuPublished/Aired:January2013Posted:June03,2013AdvertisingAgency:Dentsu,Beijing,ChinaCreativeDirectors:ArchiveLi,SamSunArtDirectosr:WangYong,WangYiFei,HaoWei,LiGangCopywriters:ShiRui,ZhangPei,RenJie,LaoTaoIllustrators:WangYong,WangYiFei,HaoWeiMaxamCivilization,EgyptDescriptionPrintadvertisementcreatedbyJWT,ChinaforMaxam,withinthecategory:Health.CaptionDon'tletgermssettledown.AgencyNetwork:JWTPublished/Aired:November2012Posted:November28,2012AdvertisingAgency:JWT,Shanghai,ChinaCreativeDirectors:YangYeo,ElvisChau,HattieChengCopywriter:ChanfronZhaoArtDirectors:DannyLi,HaoxiLvPhotographers:SurachaiPuthikulangkura,KingkongIllustrators:SurachaiPuthikulangkura,SupachaiU-RairatProductionHouse:IllusionProductionHouseProducers:SomsakPairew,AnotaiPanmongkolPrintProduction:LizaLaw,JosephYu,IsaacXu,ChivelMiaoMentosSpeechBubble,OnionCampaignDescriptionThementospurefresh"speechbubble"isatacticalaftermealcampaignthataimstoremindpeopletopurifytheirmouthsaftereating.Thecampaignraninstrategiclocationssuchasrestauranttrayliners,tablestandies,elevatorandpostersnearrestaurants.PrintadvertisementcreatedbyBBH,ChinaforMentos,withinthecategory:Confectionery,Snacks.CaptionLongtimenosee.Don'tletbadbreathdothetalking.Mentospurefreshchewinggum.AdvertisingAgency:BBH,Shanghai,ChinaCreativeDirectors:MaYinbo,CarolOngArtDirectors:LvHaoxi,ShiZiziCopywriter:MichelleWuIllustrator:LvHaoxiPhotographer:JeremyWongProducers:LinYilin,KenWangAccountManagemers:JoanneLiu,CecaaTianDeputyHeadOfPlanning:MyleneOneRetoucher:DiSolution谢谢！课程：形象思维形象思维形象思维是人类通过感知形象，即以视觉、听觉、触觉对外界进行认知，进而对色彩、线条、形状、声音、结构、质感等表象进行分析、综合、分解、提取、整合其内涵属性关系,再而进行联想、想象和结构性的重构,创造出完整的全新艺术形态，从而利用这种形象揭示事物的本质属性和事物的内涵结构关系。形象思维具有具体性、细节性、直观性、可感性等特点。形象思维又通过表象、联想和想象的方式来表现。表象是人们对以往曾感知过的事物的一种主观反映——印象，它不仅带有事物的客观属性,同时带有人的主观色彩。人们在认知事物时，总是要把自己的主观意识在事物客观真相的基础上进行尖锐化或整平化地加工，进而再造出事物的“表象”。联想是根据事物之间具有接近、相似或相对的特点，进行由此及彼、由近及远、由表及里的一种思考问题的方法。它是通过对两种以上事物之间存在的关联性与可比性，去扩展人脑中固有的思维，使其由旧见新,由已知推未知，从而获得更多的设想、预见和推测。联想又可分为相似联想、相反联想和相关联想。相似联想是对性质、外形有某种相似的事物表象进行联想。DHAEnhancedMilkChineseCampaignPrintadvertisementcreatedbyMcCa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