"Don't be president, be an advertiser." Many people in the industry know the truth of this sentence, and the fact is not so nonsense. However, this slogan is too easy to use! Being able to get in touch with the president, even if someone jumps out and explains this fact a hundred times, does not prevent people from using it from generation to generation. It's really easy to use, and advertising should achieve this effect. Creative, easy to remember, clear theme, people can't help but learn. This is an artistically processed language.
It is not poetry that advertisers pursue, but poetry is the business of the world. Copywriting is also an intelligence-intensive job. Without creative enthusiasm and some talents, it is difficult to stick to it. What happens in the world is the business of creative people, and what can be expressed in the world should be expressed in words. If a person can write 100 million words in his life, what should he write? In fact, human life is not infinite, and being limited does not guarantee high quality. In fact, most of the things produced are rubbish, even worse than rubbish. But knowing this limitation can help you use your time effectively, understand the value of time, and cherish the hard-won market and friends. A really good copy, after the audience has read it, is not "this copy is well written", but "this is exactly what I want"
It is human instinct to have and become beautiful and beneficial. People have no habit of keeping accounts at all, but when they see such a beautiful bookkeeping book, they still can't help but buy one, thinking that they will remember it. Put a pen in a pile of books or a bottle of whisky, and people will be inspired to dream and think they are Hemingway, drinking wine and making immortal books.
People, people, dress up for other people's eyes, eat and drink for their own skins, be driven by the psychology of pursuing interests, flatter others, buy a bunch of books that they don't read, show their stupidity to beautiful women and handsome men, and be moved by themselves. This world is still the same. Why? Because others can't see themselves with their eyes, they dress up according to the outside world they see.
Advertising is not elegant, but kitsch. I've seen a lot of copywriters who are impulsive:
1, what if the child falls behind? How to improve children's academic performance? How to stimulate children's interest? What effect does the difference between good and bad school teachers have on children? How should parents choose off-campus remedial classes? -xx painless abortion, eliminate your troubles from the root.
2. When you are short of money, colleagues can take out 5,000 yuan, relatives can take out 20,000 yuan, brothers and sisters can take out 50,000 yuan, and parents can take out 500,000 yuan! But I'm the only one who can help you 2 million, 5 million, or even 10 million! ! ! --xxxx Loan Co., Ltd. Details: Manager XXXXXXXX Mao.
You know you are not the first, but do you really care? -XX used car advertisement
4, girl, protect yourself, don't wait for me to protect you. -XX contraceptive advertisement
Content like this, you have to follow the world, life, gadgets, attractive stories. Talk in front of people, talk in front of ghosts, forget it. This is what enterprises need.
If you hate capital and market in essence, don't be a poet. The great road is always more lonely and difficult, if you can keep going. Poet is the love of soul mate, and advertising copy is the love that shows temptation in the evening show. Those handsome and money, booth and beauty, are the equivalent exchange of love. When you realize that people buy things for short-term pleasure, you will know what your job is all about.
It's vulgar, but it's wrong to make people sick.
It is your own problem to continue to vulgarize the industry with your own works instead of developing in a good direction. For example, advertisements in the game industry are disgusting, and they are also filthy on the Internet. What needs to be recognized is that the basic purpose of advertising is sales, but there is more important brand influence and contact besides sales. With these, there will be higher value when creating advertisements, and there are restrictions on creating for sales, which is difficult to last for a long time in this industry. This could be big.
At the same time, when creating, don't think about influencing the whole world, thinking that you are the conductor on the stage. You must have an idea in your heart, who to tell, a specific person, his likes and feelings, and so on. You can influence most people because you have such a specific person in your heart. This is small. (Of course, according to the customer's situation, the enterprise is dying, so give it a shot in the arm immediately. )
Therefore, advertisements are elephants and advertisements are ants.
Therefore, there are many kinds of advertisements, using one more layer to increase the value of products and make the sales of products more valuable; Advertising is full of interest in life. It excavates people's deepest memories and preferences, and it is unbearable in audio-visual contact. I want to get into that nest to understand.
Advertising is full of experience. Those sexual meanings, those knowing smiles and those coincidences are the repetition and summary of experience.
Advertisements are full of summoning words, interests, who, what to do, what to get, higher goals, beneficial choices and more mysterious riddles.
Advertising is a comprehensive subject, so there is no threshold.
At the same time, the audience is extremely intelligent, extremely unbearable for waste and stupidity, and only listens to their daily gossip and selfish ideas. They want to see good products and more value, which requires us to make greater achievements. If you want to do a good job in the advertising industry, you need a lot of accumulation in all aspects, otherwise, those who can do more work will be mediocre.
Advertising design is not a complete aesthetics, design is a spiritual concept. Just as an aesthetic point of view, it is too limited. The ultimate value of design is to make people free. As Zhang Xiaolong said, a good product is ready to go. Good advertisers make the industry develop upwards. In a marketing that reveals the kitsch of human nature, kitsch is not a skill, but fun and attraction. It's better to build tall buildings than to be noisy and messy.
First of all, not to mention that advertising has been integrated into psychology, behavior, anthropology and so on. , have a deeper understanding of sex, culture, war, family, politics, celebrities, feminist movement, television, sports, tourism, movies, news, etc. And thinking about human development and integration into the current culture. Therefore, although advertising is kitsch to people, it is actually more artistic.
The above two pictures are McDonald's advertisements designed by TBWA in Paris, France, which are integrated into the current social content, making food more integrated into social life and being integrated through color and detail treatment. It is counterproductive to the people of the moment and contrasts with the atmosphere.
There are also posters about war in Fan Xiong, Fukuda. Of course, the content itself is of great significance and it is easy to make people feel artistic, but how to express it with FMCG? Is it to increase sales or make people accept it? Or do you do whatever it takes to get people to buy it? As human beings, we should create an advertisement that everyone can see, including ourselves.
Look at the other one,
Show the beautiful car directly, and then people are splashing paint/hitting it with a hammer. There are only two words in the copy: "jealousy". Direct and simple, that is, ordinary people see these two new Audi, want to have but can not have the psychology. Does this arouse the desire of people who have the ability to buy? Visually attractive, the content can also impress people, hit the nail on the head, tell the heart, and make people unforgettable for a long time.
Or the classic advertisement of The Economist (David Abbott) or Ogilvy's whisky advertisement.
Copy: "I have never read The Economist-I thought this 43-year-old intern said so." Tell an attractive story in one sentence, reflecting the most direct physical or psychological content of people. "Tina, the consequences of not reading The Economist are terrible, so you are still an intern!"
When a novice or has no idea, people often pin their hopes on homophones, which are generally not recommended. But homophony also has standards:
"Love sports, even if it hurts your freshness" is a good homonym, while "bringing fresh dishes" is not good and difficult to understand;
"Easy to enjoy thinness" is good, "unique" is bad and has no practical significance;
"Wash your face and get acne" is ok, but "frame feeling frame" is unreasonable.
Homophony first does not violate the communication of stories and themes. If it can't add color to the theme, then don't use it. Everything contains aesthetics.
Increasing interest has always been a psychological need of human beings. For example, the following pesticide advertisement, unplugging humans and plugging in pests' own, is interesting here. Copy: "Don't make them too comfortable." Direct reaction association-usual indulgence will make them the head of the family! A little exaggeration is more credible than turning pests into aliens, and it can also reflect the harm of self-reproduction of pests.
The following group is artistically represented by hand drawing. The fusion of hand and mobile phone has not been divided, but merged into a deeper meaning.
Painting fully shows the national characteristics and is closely combined with the "hand" of playing mobile phones. The communication of painting modeling 1, the function of mobile phone, 2, the characteristics of Chinese painting, 3, the connection between people and mobile phone. This kind of advertisement looks empathetic and not tacky.
Advertising also needs to be sold. Advertising is not only a kind of creation, but also a kind of commercial creation. Let customers believe in your creativity, have courage and determination in their work, and implement your creativity before it will play a role.
In fact, many disgusting advertisements are disgusting products of the combination of customers who don't understand advertising and weak advertisers.
Just like a child who is not trusted by his parents, he cannot grow up healthily.