浅谈商业广告的理性化创意

发布时间：2019-05-31 22:31

【摘要】：随着我国广告业的发展和市场的成熟，对广告的需求量越来越大。如何在消费者眼中激起震撼力与认同感，是企业广告魅力的鲜明体现。广告是企业向消费者传递信息及宣传产品的重要途径。广告在现代社会中起着越来越重要的作用。是人们生活中必不可少的角色。在很大程度上影响着人们的思想、文化、艺术以及消费观念。广告的特点是产品的宣传、文化的创新、艺术的创意，启迪人们的人生观与价值观。早期的广告宣传只是以销售产品为目的，但随着社会的发展、时代的进步，广告以不仅仅服务于企业销售产品，其中蕴涵各种价值取向与文化属性。现代人的生活喜欢较时尚性、趣味性、新奇性与艺术性的观念水准。所以，广告创意要逐步对消费方式、消费观念的认识而改变，在注重产品销售的同时，创意的内涵也影响着消费行为。现代化的广告要极富特色的体现出企业形象、文化理念、品牌效应，融入到社会生活中，影响人们的价值观念与生活兴趣，，满足消费需求最大化。从广告创意来看，无论是经营性广告还是非经营性广告，都要源于生活，要以打动人们心灵的表现手法，给人们强烈的震撼和最值得深思的内涵。广告界各种类型的广告创意与运作空间也要考虑社会的影响和对人文的关切与思考。相对来讲，公益广告较之商业广告对公众更有反响力。广告设计师创意公益广告时，可以发挥丰富的想象力打动公众，使公众关爱社会、关爱环境、关爱友情等方面考虑，主要以社会根本需要为出发点，没有商业功利性参与，人们会以放松的心态面对。而商业广告是以整体广告创意下的作品。是根据符合社会性的企业需要进行的创意，是以经济效应与品牌效应负责的创意。现代商业广告创意，能够建立在产品与服务基础上，提供给消费者最基本利益，是符合理性化创意的表达方法。商业广告创意是广告业的生存与发展的独特属性。广告设计师在面对市场营销及日益复杂的市场环境下，面临极大的创意挑战。广告创意人若完全以简单传统看法来对待消费者，用一些枯燥的词汇及荒唐的想法，不仅使消费者不感兴趣，还会产生厌倦心理，也不符合新时代的智能化发展。新时代的品牌消费观念很强，广告创意如何建立起企业的稳固形象，就是广告宣传不只以销售产品为主，也要考虑企业的长远品牌效应。这就需要广告设计师，在专业水平上多方面培养与吸收，进入战略专业化，整合营销观念，加强加强行业间沟通与技能，并推进广告领域的扩展。使人们创意的产品中寻找到自我的存在，在现代社会里追求到画意的栖居。同时，在广告与文化交融、广告与经济交融、广告与环境交融及广告与科学交融中，达到一种智慧的共鸣，从而产生心灵的沟通。使人们在细细品味的同时心甘情愿的掏出腰包，不仅能增强广告的可看性也起到了意想不到的效果。
[Abstract]:With the development of advertising industry and the maturity of the market in China, the demand for advertising is increasing. How to arouse shock and identity in the eyes of consumers is the distinct embodiment of corporate advertising charm. Advertising is an important way for enterprises to transmit information and propagandize products to consumers. Advertising plays a more and more important role in modern society. Is an indispensable role in people's lives. To a great extent, it affects people's ideas, culture, art and consumption concepts. Advertising is characterized by product propaganda, cultural innovation, artistic creativity, enlightening people's outlook on life and values. Early advertising is only for the purpose of selling products, but with the development of society and the progress of the times, advertising not only serves enterprises to sell products, but also contains a variety of value orientation and cultural attributes. Modern people like the concept level of fashion, interest, novelty and artistry. Therefore, advertising creativity should gradually change the understanding of consumption mode and consumption concept. While paying attention to product sales, the connotation of creativity also affects consumption behavior. Modern advertising should embody corporate image, cultural concept and brand effect, integrate into social life, affect people's values and interests in life, and meet the maximization of consumer demand. From the point of view of advertising creativity, both business advertising and non-operating advertising should come from life, and give people a strong shock and the most thoughtful connotation with the expression of touching people's hearts. All kinds of advertising creativity and operation space in advertising industry should also consider the influence of society and the concern and thinking of humanities. Relatively speaking, public service advertising is more responsive to the public than commercial advertising. When advertising designers create public welfare advertisements, they can use their rich imagination to impress the public, so that the public can care for the society, care for the environment, care for the friendship and other aspects, mainly based on the fundamental needs of the society, without commercial utilitarian participation. People will face it with a relaxed attitude. Commercial advertising is a work under the overall advertising creativity. It is based on the needs of social enterprises, and it is responsible for the economic effect and brand effect. Modern commercial advertising creativity, can be based on products and services, to provide consumers with the most basic interests, is in line with rational creative expression. Commercial advertising creativity is the unique attribute of the survival and development of advertising industry. In the face of marketing and increasingly complex market environment, advertising designers are facing great creative challenges. If the advertising creative person treats the consumer with the simple traditional view completely, uses some boring words and the absurd idea, not only causes the consumer not to be interested, but also produces the weariness psychology, also does not conform to the new era intelligent development. The concept of brand consumption in the new era is very strong, how to establish a solid image of the enterprise, that is, advertising publicity is not only based on the sale of products, but also consider the long-term brand effect of the enterprise. This requires advertising designers to cultivate and absorb in many aspects at the professional level, to enter strategic specialization, to integrate marketing concepts, to strengthen inter-industry communication and skills, and to promote the expansion of the advertising field. Make people find self-existence in creative products and pursue picturesque habitation in modern society. At the same time, in the blending of advertising and culture, advertising and economy, advertising and environment, and the blending of advertising and science, a kind of intellectual resonance is achieved, thus resulting in spiritual communication. So that people in the careful taste at the same time willing to take out their pockets, not only can enhance the visibility of advertising has also played an unexpected effect.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3;F713.8

【共引文献】