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1、Advertising Originality摘要创意是广告的核心，广告创意让广告有了新的色彩，为广告注入了新的活力。在较富裕的社会,消费者的目的,不再是只需要和消费。也正因为此，感性的广告在现代社会中越来越多，通过人的感情过程控制人的消费行为,从而达到广告的目的。关键词：创意 广告 消费AbstractCreativity is the core of advertising, Advertising originality lets advertising has a new color, more gift for advertising injected new vitality。In
2、 a relatively affluent society, consumers purpose, is no longer only need and consumption, Also because of this, Perceptual advertising in modern society is more and more, through the feelings of process control peoples consumption behavior, so as to achieve the purpose of advertising.Key words: Ori
3、ginality advertising consumptionCreativity is the soul of an advertisement, creative for advertising added new color, let people choose oneself to like, the best product, also has caused the people want to buy , give a person with freshness, thanks to advertising originality, advertising is becoming
4、 more interesting.We wrote the article stressed meaning first, write TV advertising manuscripts will, too. TV advertising charm of originality, no originality is no vitality. And humorous expression method among advertising intention , make peoples perfectly willing drawing out the purse while it is
5、 relaxed and happy .Advertising creativity must pay attention to new unique advertising to be a strong sense of the times and rendering. Why is advertising creative so important？Three key aspects can explain this.Creativity is one of the key must have the innovation consciousness. And Creativity the
6、 same as literary creation , TV advertising also should have their own characters. Creators have unique idea, in order to win fresh. In television advertising design, Creativity is the first，No clever ideas, wont design good TV advertising. But excellent creativity originates from the designer of pr
7、oduct contents of fully understand and deep feelings, and come from made of life rich accumulation and careful observation, also from their own experiences and accomplishment. The creative idea, according to enterprise provide product data of associate, But must grasp the theme of product axis. For
8、example, Japans Hitachi electric company (HITACH) audio equipment television advertising. Advertising begins with big wide-angle lens filmed a three-dimensional growled colorful tiger close-up images, the tigers, a big roars blazing. In a flash, audio equipment stereo sound realistic effects in the
9、audiences heart produced resonance, arousing the audiences associate, reached with visual art language to generalize the theme of purpose. Another example, white and black television advertisement. On the one hand, with black and white contrast is tonal cause with other similar advertising significa
10、nt differences. On the other hand, the daytime eat white piece, no dozing; in the evening eat black piece, sleeping soundly to appeal to the language. To solve the contradictions of diseases and work. And well received by the consumers. This is a unique creativity. In addition , advertising use the
11、unique style, creativity and ideas to perform characteristics.The second key is to give audiences to leave room for imagination. Literary creation emphasize to mix up with false and true, give readers aftertaste and much space of imagination. Readers will produce deep aesthetic experience after afte
12、rtaste and chew, thus make the content of his works leave deep impression in the mind .With regard to the TV advertising. Following cases: The peoples insurance company of Shanghai branch advertising Lens one: A laid-back to be two goldfish to swim wear, and play chase in fish bowl. Lens two: A gold
13、fish bowl on the shelf. Lens three: Suddenly, fish bowl fell off from the shelf, landed on the floor with a crash. And water, fish and glass pieces were splashes. Lens four: A goldfish, back and forth writhe on the ground, at the last gasp. Lens five: The water on the floor, goldfish and glass piece
14、s gradually gathered. Along the fallen rail tracing back to the original position on the shelf. Glass pieces fold into aquarium. So a laid-back to be two goldfish to swim wear, and play chase in fish bowl as usual.Lens with six: (Subtitle) Attend insurance, head off a danger . Lens seven: So pick up
15、 10 yuan RMB to spread rapidly lap. Lens Eight: (Subtitles) The Peoples Insurance Company of China Shanghai branch. In the advertisement, it used clever apply to associate this mental mechanism. Suddenly fall goldfish bowl, crushing, can make a person associate to proverb says Days of the ominous cl
16、ouds, people have good and bad fortune overnight. Goldfish magic recovery also make person natural associate to attend insurance of personal safety and property security role. Compared with the slogan about advertisement, and its better than appeal and persuasive .Therefore, we can say, this is a br
17、and new insurance advertising. The thirdly key of television advertisement creativity is attract shopper attention .Television is a comprehensive collection of media, sound and light effect and drama at a suit, is a highly penetration and dynamic face-to-face media. Because a huge chunk of the audie
18、nce in television programs, the advertisement watch completely is casual, passive. Therefore, TV advertising must break the audience the relaxation state at the beginning , and arouse their curiosity, excitement and other emotional, up to attract their attention. Following example Germanys hamburger
19、 advertising: Television: A child fat two legs on the beach walking, leaving behind two rows of shallow footprint. The whole advertising nothing instructions, Continuous fifteen days is so.To the sixteen days, kids every step, every step in and out popped a hamburger, a string of footprints change t
20、o a string of hamburgers. Hamburgers advertising success lies in suspense applying. When two leg appear fat on branding leave footprints. Owing to can not understand the audience after seeing . It is the curiosity that advertising aroused me. And at the beginning to interested to guess the contents
21、of the advertisements. The same picture again appear When the next day and the day. Concept feel more puzzling, and curious became a focus of attention, Then suspicion is converted into positive thinking. When the tenth, the tenth day, all the while continuing, the audience were wondering what is go
22、ing on. Explaining doubt, stared intense desire, drives a people more mind filled in the contents of advertisements. The sixteen days, Jump out each likewise lovely attractive hamburgers. So far, oh, is the hamburger advertising. Those who saw the Advertising of all people, have no who will forget s
23、o long battle out of hamburgers. This sixteen days of the advertisement effect and general advertising form even cook sixteen days effect is not on the same day.As far as I am concerned , Good TV advertising has the following respects. Firstly, Novel strange, rich individual character . Secondly, Pr
24、oduct sales as the core. Good idea is to promote information, and to make one body shape brand image. Every good ideas are the combination of science and art, the picture is not only beautiful, but also has the use value. Thirdly, to give the feeling of unexpected, but in reason. Creative good advertisement only more conducive to market this product, this is the so-called originality also will sell well. So creative advertising is very important.Bibliography: James Webb Method of generating ideas Tom DillonAdvertising creative process Daniel: creative shaping commodity character
