Unit 9 Creative Strategy 经典广告学英语教材合集.ppt

Unit 9;Creative Strategy ;Determining what the advertising message will say or communicate;Burger King searches for the right ad campaign;平面广告设计欣赏-Burger King ;3. Creativity helps advertising remind - Innovation is needed to keep the message interesting for old products year after year.? 4. Creativity puts the boom in advertising - Great advertising works much like a great joke. It takes an everyday situation, looks at it creatively, adds exaggeration, and then delivers it as a surprise.?;The Creative Mix;Creative Brief 创意纲要;Elements of Creative Brief;;;Creative Concept;Creative Philosophy;Relevance (ROI);是什么吸引了他？——咖啡广告 ;Originality (ROI);Impact (ROI);;The Explorer - searches for new information, paying attention to unusual patterns. The Artist - experiments and plays with a variety of approaches, looking for an original idea. The Judge - evaluates the results of experimentation and decides which approach is most practical. The Warrior - overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization. ;The Art of Creating Print Ads:Use of Visuals;Positioning the Brand;Buy this product and youll benefit this way or enjoy this reward;Often used for products such as soft drinks, perfume, liquor, clothing, airlines;Inherent Drama;Establish a particular place in the customer’s mind for the product or service;The Bald Truth about Ads;Brainstorm;Techniques for Explorers;Bionics Car仿生学与汽车;玛莎拉蒂——鲶鱼 不知道设计师的灵感是否真的来自这种鱼……但我怎么看怎么像啊！ ??????????????????????????????????????????????????????????????????????????????????;荣威750——隼（sǔn）荣威的大车灯是隼眼设计，没有宝马鹰眼那么犀利，多了份镇定自若。;宝马——鹰只有宝马的鹰眼，最具有鹰的神韵。;道奇蝰蛇——蛇顾名思义。。。话说回来，像蛇的跑车还挺多的。;菲亚特PANDA——熊猫不用多说了…可爱的前脸！;捷豹——豹这个惊世骇俗的造型，布加迪也有，初次看吓人一跳。;布加迪——豹布加迪的造型更加像豹，牙齿也有哦;;心脏病急救中心电话;Exercises A. True or False;B. Multiple choice;;