国际广告创意讲座（汇总）1.ppt

International Advertising Creativity Xiao-Qing Fan School of literature, journalism and communication About this course International advertising creativity Key words: Advertisement Advertising Advertising creativity (Big idea) Advertising copy writing headline、body copy、slogan and contact information. Contents of this course 1. International Advertising theory 2. Creativity categories of international advertising 3. Advertising development in different area Each two classes, one topic. 专题一 K I S S Fan Xiaoqing 1. What is “KISS”? Guess: What is the double “s”? What does the word “sweet” mean? Why is Sweet important? What does the word “simple” mean? Why is Simple important? Why is Sweet important? Interesting Beautiful Pleasing Humorous Moving Attractive Charming and other comfortable feelings Why is Simple important? “simple” means: Easy to understand. Information is simple. 2. How to make it sweet? Affection appeal. 情感诉求 love\friendship e.g. Humor. “3B” as advertising model : Beauty Beast Baby 3. How to make it simple? Just one. 只说一件事 Simple words. Pictures easy to understand. Pictures involve necessary information in them. Summary 1. What does KISS mean? “Keep it sweet and simple”. What does Sweet mean? Sweet means pleasing, humorous, interesting, attractive and other comfortable feelings. What does Simple mean? Simple means easy to understand, and information is simple. 2. How to make it sweet? Affection appeal. Humor. “3B” as advertising model 3. How to make it simple? Just one. 只说一件事 Simple words and pictures easy to understand. 国际广告区域发展 国际广告地域发展不平衡 华文广告圈： 大陆 港澳：林俊明、劳双恩、朱家鼎、莫康孙 台湾：宋秩铭、孙大伟、庄淑芬、陈薇薇、许舜英 新加坡 电通鬼十则 工作要靠自己寻找，而不应靠别人的施舍。 假如自己不努力去干，是搞不好工作的。 工作要有意义。干那些无谓的小事，无疑是对自己的侮辱。 要干那些复杂、难办的事。 工作一旦做起来就决不停止。 工作要由你来支配。 对工作要有计划。 要有坚定的信心。 经常保持清醒的头脑。 不要害怕与别人发生摩擦。 专题 国际广告创意诉求和类型： 国际广告创意概述：KISS原则和恐惧诉求 国际广告创意之幽默诉求 国际广告创意之恐惧诉求 国际广告创意之荒诞诉求 国际广告创意之环境艺术广告 （奇妙的户外广告） 国际广告创意之网络互动广告 国际广告创意之隐性广告 广告创意哲学： 广告创意哲学