广告口号和广告创意.ppt

AD Idea Slogan; ;Ⅰ .What is advertising;A question to you： What is the nature and soul of advertising?; ;Ⅱ . The nature of advertising ;A “well-known” advertisement in China ;Ⅱ . The nature of advertising ;Advertising slogan; Famous ad slogans are now seen as catchwords used as mottos and catch-phrases to identify various brands.;Ⅲ 、 The characteristics of advertising slogan; ;BMW The ultimate driving machine 登峰造极; ; China Mobile Reading out from the heart 沟通从心开始 ; Enjoy myself on my zone. 动感地带：我的地盘，我做主。; Dell All your imaginations can be created. 一切依你而为。;Behind that healthy smile, there ’s a Crest kid.;Enjoy your music, Enjoy your Sony!;de beers 钻石恒久远，一颗永流传 (戴 比尔斯 钻石权威); ;Question： What is the China Mobile’s Advertising slogan?;IV. Advertising soul—advertising creative;1、 Source of “Creative”：;2、 The understanding to “creative” of domestic advertising sector：;Ogilvy，The Master of advertising beleave that good ideas“is the creative idea. He said: to attract the attention of consumers, while allowing them to buy your product, must be a good idea, otherwise it is like to be the night engulfed the vessel 广告大师奥格威认为“好的点子”即创意idea。他认为：要吸引消费者的注意力，同时让他们来买你的商品，非要有好的点子不可，不然它就像被黑夜吞噬的船只。 ;James Wei Boyang,another authority of the U.S. advertising industry believe that : Creativity is a combination of goods, consumers and various issues of human nature. He explained that the real advertising creative, vision should be placed on the human aspect, from the commodity, consumers, and the combination of human nature to develop ideas. 另一美国广告界权威詹姆斯·韦伯·扬则认为：创意是一种组合商品、消费者以及人性的种种事项。他解释真正的广告创作，眼光应放在人性方面，从商品、消费者的及人性的组合去发展思路。”;In addition, experts say advertising creative is the great idea, creating advertising is the performance of the thinking process of conceptionandart as the main content of the advertising campaign, etc. 另外，还有专家称广告创意为“伟大的构思”、“创造广告表现意境的思维过程”、“以艺术创作为主要内容的广告活动”等等. ;4、 What is advertising creative?;V. The purpose and