First, Snickers "Lin Daiyu Edition" advertising creative analysis
The content of the advertisement is that in a football match, one of the goalkeepers became very weak Lin Daiyu, and the other team kept scoring goals. When it was time to rest, teammates took out Snickers one after another, and Lin Daiyu instantly became a professional goalkeeper and saved the opponent's goal. Then there is the advertisement "Sweep Hunger, Be Yourself", accompanied by the product display.
Advertising mainly highlights the functions of products by comparing creative points. From "Sister Lin", who is as weak as willow, to the goalkeeper who shows his skill in front of the goal, it shows that this product can help improve people's energy. The advertisement was shot on 20 1 1, and its creative source was not only the similar advertisements of Snickers before, but also the broadcast of the new version of A Dream of Red Mansions on 201. Although the effect of the new version of A Dream of Red Mansions was not satisfactory, it was still a hot spot at that time. Adding Lin Daiyu to Snickers' advertisements is consistent with its usual practice. Athletes who have no energy in the first half are exaggerated to be weak girls, and after eating the products in the second half, they become powerful athletes. Although there is suspicion of weakening women, the effect of this series of advertisements has been good.
The ad copy is "A: Brother, dare you be a little more empty? Hungry as Lin Daiyu's soft hands and feet /B (hero): Why don't you come /C: I'm so hungry that I can't stand. Have a Snickers /B Eat Snickers (and change) /C: How about it /B: Hmm! Energetic/Narrator: Sweep away hunger and be yourself. Snickers are really exciting. " The creative goal of this copy is to make the audience think that Snickers can improve people's energy when they are hungry, especially in sports competitions. Its target audience is people who need food and energy at any time, mainly young men who love sports, but it also conveys a message that eating this product can make them strong and powerful, and it will also attract some young women who want to be stronger. The overall style of advertising is friendly, and the marketing purpose is achieved in a humorous way, which makes it easier for young people to love and urge them to buy.
The creative method of this advertisement is close to USP theory, starting from the uniqueness of the product, creating conflicts and embodying the unique functions of the product through conflicts. This model has been used many times in snickers advertisements around the world, represented by "Lin Daiyu Edition", constantly emphasizing the benefits that products can bring to the audience to attract consumers.
Second, the creative analysis of Colgate dental floss advertising
The advertisement of Colgate dental floss is a group of plane advertisements with fruit as the main body, and there is no text description in the whole picture. The fruits in the picture include kiwi fruit, strawberry and other fruits with seeds. All the seeds on the fruiting body have fallen off, and there is a small pile of fallen seeds under the fruit. At the bottom right of the screen is the product style, only the appearance of the floss box. The dental floss inside was not displayed, and the appearance of the product was very small, and even the brand and product name on the box could not be seen. In addition, there are no other elements in the picture, only a white background board, plus a little shadow, completely blank.
Advertising does not use words at all, but only pictures to show the function and use of dental floss, highlighting its characteristics. The advertisement objectively emphasizes that even the smallest dirt can be flossed, highlighting its practical use. Instead of directly saying that the product is dental floss in the picture, it gives people a reasonable imagination space in an appropriate way, which can arouse consumers' interest and desire to buy.
The creative method of advertising is closer to the implementation of the center of gravity method. Advertising captures the central issue of the product, that is, good cleaning effect, and turns it into the focus of the whole expression. The implementation of the center of gravity method holds that if you are not directly attractive to goods, people will receive relevant commodity information, so that consumers will be unconsciously affected and stimulate their desire to buy. This is a clever advertisement. This floss advertisement carries out this point, and every sentence is aimed at the product, but it is all related to the product. The originality of this advertisement is very different, and it is outstanding in "seeking difference", showing a tendency of anti-tradition and anti-copywriting. This kind of advertisement that does not directly explain the goods can attract the attention of the audience, thus achieving good marketing results.
Third, the creative analysis of Tai Fang's Oil Smoke Love Letter.
The content of the advertisement is two people's lives. At the beginning of the advertisement, two young people met, knew each other and fell in love, and experienced trivial but sweet things in the middle. But because of work, the boy went to the city, and the girl waited for the boy and exchanged letters. When the boy misses the girl, he cooks her favorite dishes. When girls and boys propose marriage, they tell the story of daily necessities and have children. The two supported each other. Both the boy and the girl are old, but he still cooks for her. The old lady still writes to her husband, while the old man responds to his wife's love with meal after meal. All stories are set in letters. Boys and girls seem to have taken medicine and walked alive in the letter. Later, Tai Fang lampblack machine was introduced, and the absorbed lampblack was converted into ink, thus writing such a warm lampblack love letter. Finally, the product name and advertising language were printed, "I suck away the harm of oil smoke for you, leaving only the love in daily necessities."
Advertising is a very obvious emotional advertisement, which takes the ordinary and sweet life of two people as the content, and connects their lives with daily cooking, thus leading to the lampblack and range hood. The expression of the story is very novel. Narrowing the protagonist to the world of love letters and walking on every word is like recording love with footprints, which can arouse the audience's emotional yearning. Compared with the advertisement that directly shows the efficacy of the product, it is milder and less likely to arouse the resentment of the audience.
The copy of the advertising story part is presented in the form of dialogue: "Man: Two people meet, just like two kinds of ingredients, and a pot comes from far away. /Female: When I went to the countryside that year, I was greedy and you were stupid. Every time you try to please me, you will make me something I can't name. Hum, sure enough, I have food poisoning. /M: Thanks to this poisoning, I finally got a chance to get along with you in the clinic. /However, after just being together for a short time, you went back to the city. 186 I wrote to you every day, but I became less and less confident about the future. /M: When I miss you, I will cook a dish you like. Miss or lampblack, I can't tell which is stronger/female: I remember that day, you suddenly appeared in front of me and said, get married, if I dare to eat your cooking again/that's it, we live a life of daily necessities, and all the pots and pans are ups and downs/female: I have to go home and cook again. You said you loved green peppers and left me all the shredded pork. Then the two of us became the three of us. Man: I will never quarrel with you again. One against two, I can't win. Woman: Time flies so fast. I haven't eaten enough of your cooking, and my teeth are almost falling out. M: You still write to me every day, and the words are still so delicate. Unfortunately, I can't see clearly with reading glasses. Female: 50. The creative goal of this copy is to make the audience think that ordinary life in daily necessities is also worth writing and remembering, so that they can also look at small things like cooking with great feelings and find emotions in daily life. Its target audience is mainly married groups, who have the demand of using range hoods, and are easy to make emotional noises about such daily life, and are moved by the stories in advertisements. The benefits that products can bring to the audience are also reflected in the final slogan, which is to absorb the harm of lampblack. Stylistically speaking, advertisements are very emotional and silent, allowing the audience to receive advertisements silently while reading stories.
The creative method of advertising is closer to the implementation of gravity method, which mainly emphasizes the shocking power of works. This advertisement uses a gentle and slow narrative way to give the audience a powerful shock, gentle but powerful. Many times, the warm little things that happen around us like this advertisement are not noticed, but when it is carefully designed and filmed as an advertisement, it often has shocking power. This power left a deep impression on the audience. In addition, advertisements are closely related to commodities, and the audience will deepen their impression of products again and again when recalling stories, thus causing the desire to buy.