Advertising theme refers to the focus and central idea to be expressed in advertising, the basic concept to be expressed by advertising works to achieve a certain purpose, the core of advertising performance and the theme of advertising creativity.
Advertising theme elements: advertising target elements, information personality elements and consumer psychological elements.
The requirements for determining the advertising theme are integrity, unity, remarkable popularity, unique coordination, centralization and stability.
The method of determining the theme of advertisement: commodity and enterprise analysis; Consumer analysis; Market analysis.
Advertising theme theory and several stages of time development: unique sales proposition; Brand image theory; Positioning theory.
The meaning of advertising creativity
1, from a dynamic point of view, is the creative thinking activity of advertising creators, that is, creation. ? Understanding from a static point of view is an idea of the theme, content and expression of future advertisements, that is, idea.
2. In a narrow sense, it refers to the creation and conception of advertising art after the advertising theme, that is, the performance of creative advertising; Broadly speaking, it refers to the creative ideas, activities and fields involved in advertising.
The process of advertising creativity
Roger von Oak proposed a four-step creative model.
(a) Explorers-looking for new information and paying attention to abnormal patterns.
(b) Artists-try and implement various methods, seek unique ideas and implement them.
(3) Judgment-Evaluate the experimental results and judge which method is the most effective.
(d) Warrior-Overcome all distractions and obstacles until the creative concept is realized.
Requirements of advertising creativity: the title of the advertiser is core, active, effective and popular.
The method of advertising creativity
(A) brainstorming method
Akles Osborne
It means that two or more people get together, think together around a clear topic, inspire and encourage each other, fill the gaps in each other's knowledge and experience, and cause a chain reaction of creativity, thus generating more creativity.
(B) vertical thinking and horizontal thinking methods
Vertical thinking in a fixed range, which pays attention to the logical relationship between things, that is, the usual vertical thinking method. Around a specific theme, leave the fixed direction, break through the original framework and work hard in several directions.
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My name is Cleisthenes, and I am a student majoring in journalism and communication.