With its profound cultural heritage, unique thinking mode and optimistic attitude towards life, as well as excellent production level bred by the film industry, Thai advertising has successfully avoided the competition with major production companies in Europe and America and embarked on a very creative road of its own.
Among the major advertising awards in the world, such as New York Advertising Award, Cannes Advertising Award, London Advertising Award, Cleo Advertising Award and Moby Advertising Award, Thai advertising has contributed a lot.
First of all, Thai humor
If advertising wants to attract people's attention, it is necessary to quickly seize the audience in the shortest time and guide them to produce * * *, and humor is a magic weapon.
Thai advertisements attach importance to humor and creativity, but compared with the restrained and low-key humor in Europe and America, Thai humor is obvious and exaggerated. Thais are good at seeing the ups and downs of life from the little things in life!
Thailand's advertising creativity is becoming more and more popular all over the world, precisely because Thais can transcend their predicament with humor and form their own unique open-minded attitude towards life!
Secondly, the civilian population.
Civilization is another important reason why Thai advertisements have great vitality.
Replace idolatry with popular recognition, replace celebrity endorsement with popular interpretation, and dilute commercial flavor with human touch. Based on the concern for society and people, this form of returning to civilian aesthetic art is one of the cores of the strong competitiveness of Thai advertising.
There are few stars and supermodels in Thai advertisements, but they often use real people or ordinary pawns to naturally pull blunt advertising products into the lives of ordinary people, so as to arouse the * * * of the broad audience.
Ordinary life scenes and ordinary people make advertisements more infectious and inflammatory. Most advertisements in Thailand use such ordinary actors to arouse the audience's emotions with simple and natural performances. Their body language, facial expressions and vocal skills are unpretentious, and some nonverbal expressions are even more touching.
3. Clever integration of lyricism and storytelling
Advertising is an important tool for human beings to communicate their emotions. The charm of some advertising ideas comes from consumers' affirmation of the beautiful human feelings conveyed by advertisements, and their recognition of human feelings such as friendship, love, care and respect conveyed by advertisements.
Therefore, the creativity of Thai advertisements is often rooted in a dramatic story frame, which fully mobilizes various lyric factors and enhances the appeal of advertisements.
The reason why Thai advertisements have the above characteristics lies in their unique multiculturalism. The development of multiculturalism in Thailand is a process full of initiative and autonomy. Influenced by other types of cultural consciousness, we can not only take its essence and discard its dross, but also maintain our independence. I also hope that the advertising industry in China can learn from and reflect!