Puncture the skin of an advertisement

Premise: Advertising industry on the progress of human society, the development of a few worthless, advertising copy (works) belong to commercial writing, the contemporary Life subdivision work, its own relying on the existence of commodity circulation, so there is no artistic and aesthetic value. Under this premise, open the spout.

1, Hey! The chest hairs of Ernest Hemingway

What is the advertisement? Skim the textbook to ask 10,000 advertisers, you can get 10,000 kinds of answers. For a person who just entered the advertising industry, the more they look, the more blurred they become. In the industry to look at this problem from the inside, now, my understanding is:

Advertising is "put a fake chest hair on the chest." Is kitsch.

Advertisers are good at telling stories. I have to say this analogy from a TAO teacher has heard countless cases.

"Lost Generation" the greatest two writers, Faulkner (born 1897, Libra) and Ernest Hemingway (born in 1899, cancer), stand shoulder to face at the peak of American literature, because the thin air has always maintained a kind of polite attitude, many occasions, Two of the five greatest American writers who have lived with each other. This hypocritical kindness has been maintained well until 1947, when Faulkner won the Nobel Prize for Literature one day two years ago, and was broken.

Before that, the two-Star life Path was a impinging. Hemingweifu, strong, handsome, heroic dry cloud, when war reporters, writing books, bullfighting, African hunting, to participate in international columns, in Paris to associate celebrities ... Hemingway playing the most dangerous sports, riding the hottest girl, is a walk to where the floor can shake three shaking the big figure, experience of the legendary enough to disdain 20th century; and Faulkner stature short, looks ordinary, poor in New Orleans shovel coal, bad luck, infiltrated the Army First war can end, abandon Wu Congwen is helpless under choice. In his life, Faulkner did not get rid of his strong Southern accent, except for money to go to Hollywood to sell his soul to write a script, while young, while the dollar appreciation in Paris fooling around for some days, other time to stay in the Mississippi as the core of the southern United States as a turtle.

It can be said that, in addition to all like whiskey spirits, they basically have nothing in common. A summer like winter, the formal communication of this life has once, is the world's two lines never intersect.

The tipping point of the quarrel comes from Faulkner. He said in an interview that Ernest Hemingway lacked courage. Hemingway, he was furious, and asked a general friend to testify for his courage. The general wrote a three-page long letter to prove how heroic Hemingway was.

Faulkner calmly responded to Ernest Hemingway's overreaction. In the text message to Hemingway, Faulkner expressed "apology", but did not take back the meaning of the evaluation. And he repeated in his reply to the general: Hemingway lacked courage. "Lost Generation" all failed, Wolfe failed the most thorough, because he has the greatest courage, dare to offend the bad taste, clumsy, boring, dreary and other wrong dangers. Ernest Hemingway had no such courage.

That said, the two of people who have a weak friendship are over. Ernest Hemingway walked the world with the image of a tough guy, "lack of courage" is his most unacceptable evaluation. Since then, his every time for Faulkner is retorted, full of grievances. 1952, "The Old Man and the Sea" published, Faulkner said: "The need to hold a regiment or will be destroyed by the kind of writer, like in the Wolves is a wolf, alone is a dog." "Hamingwai Anger:

"As long as I live a day, Faulkner will have to drink wine for the Nobel Prize for Literature and happy." "Since the two men ways.

Thanks to the developed publishing industry since 20th century, we have preserved the process of two great writers. Undeniably, hay and Fu's influence is not far, even if the Marquez also frankly admitted from the two to steal a lot of skills. Today, I just want to say: "Faulkner is right!" If you can be mean, I'd like to quote another critic, Max Istman:

Hemingway's courage is "put a fake chest hair on the chest"!

2 Stamp Open the mystery of the brand

"In the beginning, the word is with God, and the word is God." 」

There is no advertising industry, goods need to circulate and sell, need to sell more, better, with business and competition, only advertising.

Consumer era, "things" replaced the existence of God, shopping malls and Taobao is the contemporary church, even with the advertising industry has been as if God/faith exists. But in fact, as a low-end service industry, advertising attached to the property of goods has never changed.

The absurdity and precision of "sticking false chest hairs to the bosom", in Yu Haimingwei the testimony, the way, and its main body offset. As an individual, a man who has hunted a lion to fight over a cow and to go on a battlefield. Hemingway's courage without saying, is very attractive, but as a writer, and the outstanding colleagues of the times compared to his courage is much inferior. Surely Hemingway's heart must understand, and so will be so angry, even in order to prove himself he will take off his shirt topless breast lotion, grilled chest hair said see "My chest hair is a bang bang."

Unfortunately, since the writer is a body of his existence, since he can not face the challenge, "the chest of fake chest hair" joke with him.

The same is true of the advertising industry. The story of the sale of the brand and the goods, can not reach an agreement, as Hemingway proved himself full of courage, like the way, doomed to be offset.

The difference between the creative person and the writer, the author, the painter, the film director and so on, lies in the inconsistency between the creative noumenon and the noumenon of the advertisement. The better the brand, the more moving the advertisement, the higher the deviation, the more prominent. Try to cite a few examples:

Apple Computer Advertising "think different", the creation of the ontology is in the boast of Picasso, Einstein and other human genius, sales of Apple's new computer.

"Olympic Mother", the creation of the body is the winner of competitive sports and the mother of the story, for the day of the endorsement of the product of Procter and Gamble.

Nike "Live Great", one in adversity or born weak, courage to self-improvement story, in fact, or to sell Nike Sports products.

Coca-Cola "america ' s beauty", boasting the magnificent land and multiculturalism of the continental United States, is still saying, "Drink my cola will be very happy."

Zhi Hua shi Neil french"father's Day long copy", take father and son growth of the emotional story for alcohol endorsement.

In order to sell goods, advertising industry from the emotional experience of human beings, to extract a favorable part of the sale, packaged into a theory called "brand."

Originally, the sale of Cola said, "Drink my cola will burp, good drink!" , gradually evolved into today's "share of happiness." But happiness itself is a human innate emotional experience, as early as tens of thousands of years before the invention of Cola has been, with no coke does not matter.

Originally, selling running shoes said "Wear my running shoes can let you run faster and better", but an old man put on after saying a "just do VCD, as if this inspirational story became the exclusive Nike. Have you ever thought that there are tens of thousands of stories in adversity, with the emphasis on people, and on shoes?

It is the secret of the brand to endow the product with divinity, and then to produce a premium or even religious worship.

3 kitsch, too kitsch ads

How to endow the product with divinity? Copywriting is important.

Do not trust those who write copy of the treasure. The 6+1 rule, make your copy better "Ox x diagram, make your copy better", these laws may have some effect in the specific operation, but it is difficult to find out the nature of the writing, but not as much as the three expressions in the Book of songs.

Fu--Chen and outspoken people Also

than--and the other thing than this

Xing--------------------first words

All the secrets of copywriting, the old ancestors summed us up very well. But the best copy, not rhetoric, can be done. Poetic rhetoric is perfect, but religious classics are good copy. Both the Bible and the Zen, they all reach the general text can not reach the realm: let a person "letter".

But goods and beliefs are the opposite. In the term of consumer society, people are no longer human, not good men and women, believers, lost lambs and so on, but-"consumers", an abstract concept, the existence of the greatest significance is to be persuaded, pay.

How to make God and advertising coexist?

The talented Advertiser soon found a conciliatory approach-kitsch.

Why does the advertisement need the city regulation? Need to know about consumer groups? Need to know the product? Need to figure out psychology? The reason, or is the basic nature of advertising, its essence is to kitsch.

The best ads are kitsch.

All the city, to understand the crowd of goods, to figure out the psychological process, are looking for "threadbare." The role of advertising, from the existing feelings, stories, to extract the characteristics of commodity attributes--absolutely not to jump out of the rut, otherwise it became art-to attract consumers to buy. For example, Google occupies the "geek" cliché, Coca-Cola follows the "Happy" label, these feelings (stereotypes) are existing in the consciousness of the contemporary people, and the brand can not break these stereotypes, unless the new stereotypes replace the cliché.

Can you imagine that Orwell did not write "1984" and Apple might launch "1984" ads?

Can you imagine that there is no "news broadcast" night and night propaganda, a certain production advertising can come up with "convenient friendly conversation" copy?

The story is good, the structure is good, the emotion pattern is good, all are other forms: the poetry Film and television literature dance has experimented countless times, has been proved to be safe, reliable, becomes the vulgar "the cliché" pattern, only then may be used by the brand in the advertisement. Otherwise, it's risky and it doesn't work.

How to identify, refine, use "cliché", this is the only role of advertisers-kitsch.

The most kitsch, often for young people to unconventional, advocating cool ads. For example, "There is always novelty in the side", Adidas "This Is Me" and w+k produced most of the ads.

Young people's values are not stable, and full of rebellious mentality, and "has not formed a brand loyalty." The mentality of this crowd is the easiest to grasp, just praise them "different" is good-it is easy to please the crowd ah.

For example, "cool" is the advertising industry in recent years has been a steady stream of efforts to plug the minds of young people. Well, it's really a concept of success. As long as you tell them in the advertisement that they are cool to yell at passers-by in their fancy clothes, those mindless goods will wave their parents ' hard-earned money and run wildly into the stores to snap up colourful shoes.

So these kitsch agency live very moist, especially moist.

4 Prick ads This skin

Russian primary school textbooks are full of poetic, childlike, and infinitely close to the essence of things, as if revealing disillusioned "compassion." Nabokov knows this, and he picks up a sentence from a primary school textbook as the beginning of "talent":

"A Rose is a flower. An oak is a tree. A deer is a beast. A sparrow is a bird. Russia is our motherland. Death is unavoidable. 」

A few words, write the countless sorrow of the world. This power stems from courage, daring to be honest, and striking at the nature of things.

These things should be banned by the advertising industry, at least to the utmost. The advertising industry must eliminate the courage to confront reality. "To practice this work, must first from the palace."

feelings, dignity, experience ... I admire the advertisers who put these words on their lips. You are all Ernest Hemingway, despite the lack of courage, but at least "to the chest with fake chest hair."

As for the real courage of the advertisers, has long since left the profession, they are: Andy Warhol, the Fincher, the card, and Kafka ...