Advertising to break the creative

Speaking of advertising, I believe that no one will be unfamiliar, especially in the mass media today. Think about it, TV, newspapers, magazines, cell phones, internet and so on hiding, badgered to show you products, services, information. The spread of advertising has reached the point of all-pervasive, outdoor billboards row of rows, the bus body painted colorful, telegraph poles on the pieces ....

China has a large population and a particularly broad market space. The development of advertising industry is also extremely swift and violent. Just a short span of ten or twenty years, has grown into an advertising power, advertising prosperity is not to be doubted, the name of the advertising power is appropriate, but, throughout the production of domestic advertising, we are not quite a distance from the great powers.

The earliest Chinese advertisements were said to have appeared in the Warring States Period: hawking, using "technical means" of sound communication. What to sell. Should be the original pattern, at most, as we often see in the ancient costume drama, and then add a: Come and buy Yo, passed by, do not miss! This kind of drink of the form of advertising is still very effective, that-----guide-----Emphasis on the combination of three patterns of advertising provides a number of factors inducing, Together led to the realization of the deal.

And 2000 years later, China's advertisers or companies are still not out of the way, still following the sages created by the advertising model.

Take a look at the TV commercials. Television advertising, the name is based on television as a media advertising form, it is a combination of video and sound to convey product information to the audience, and the visual and auditory double-sided stimulation to stimulate the audience's desire to buy. The effect of television advertising occupies an advantage, so with the rapid development of the television industry, television advertising has made considerable progress, and still occupy a prominent position. Development is certainly happy, but the level of China's advertising planning has not been improved, on the contrary, with the technical level of continuous improvement, so that the level of creativity straight down and reached the point of the vulgar.

Remember before the television broadcast an advertisement, forget what product advertisement, but the general meaning is this: a foreign man, holding a product, Mouth said Okok. VoiceOver: XXX, Americans like it! The intention of the enterprise is obvious, it is to use analogy (the American people and the Chinese people) the method to explain this product high quality or high performance high-grade. But the advertisement lets the enterprise lift the stone to smash its own foot. Most of the people who read the ads have this question: What Americans use, we have to use AH? The Americans like it. Well, why sell it at home? American people's taste of consumption must be higher than the Chinese people? So poor advertising creativity, how can improve product sales, establish a good image of the enterprise?

At present, there are so many vulgar advertisements in China. The common problem is: either unintelligible, mysterious, far-fetched: either straight to the point, shouting at the throat, or abusing the star effect. The reason for such a phenomenon may be complicated, but if you take a bold guess, it is the business that wants to get the highest return at the lowest cost, and the advertising creative company only measures the success of the advertisement as the standard of the enterprise. This creates a vicious circle: Don't be creative, just complete the task. Perhaps it is this situation that led to the lack of creative Chinese advertising status.

Now, "shanzhai" rampant piracy to grandstanding. A lot of enterprises are happy to please "cottage" star to endorse advertising, low cost risk, but also to create a topic to achieve the purpose of attracting attention. Although the goal can be achieved, but the sustainable survival of enterprises can not help but worry, image, brand, influence, and so is not only "notoriously" can be summed up.

If China's advertising industry wants to have strong competition, improve the level of creativity, improve the production level is a prerequisite. As advertisers and advertisers, all have the responsibility to maintain the benign development of the advertising market to make efforts. Especially in today's internationalization more and more high, whether enterprises or advertisers have to face the international competition, as soon as possible to achieve with foreign high-level advertising creativity and production to raise to the same level, for the Chinese market and even the international market occupies a greater initiative. Worth pondering!