Operating system in the modern advertising, the ads become the main planning, creative center of the living, is advertising the eye, the life and soul of advertising.
Marvin H. Frank of Chicago advertising agency creative director that the creative staff’s responsibility is to collect all the materials to help solve the problem, such as air max 90 product facts, product positioning, media conditions, a variety of market research data, advertising costs, the classification of these materials , has summarized the necessary message, be transformed into another form of high drama. Shirey Polkoff U.S. advertising experts believe that creativity is a new and unique way to convey a single idea of the skills and abilities, the so-called objective thinking, and then the expression of genius. America’s most authoritative magazine ads, “Advertising Age” (Advertising Age) concluded: “is a kind of creative control, creative wedding gift for others, not themselves married. Outstanding advertising creative people know this rule, they familiar with the products, marketing plans and other information, based on the development and winning advertising campaigns, this is the true meaning of creative. “
On the meaning of creative advertising, and advertising experts and scholars tend to have a different story. Master of Ogilvy advertising that “good ideas” that idea. He said: To the attention of consumers, while allowing them to buy your product, not necessarily a good idea; unless you have a good advertising idea, otherwise it is swallowed by night as fast vessels. Wide impact of this view, a former president of Ogilvy & Mather Kenluo Man, etc., in his famous “selling ideas – how to advertise,” in that as a basic point of view, the approval by the advertising community.
Unlike creative projects, instructions or information, it must resort to creative thinking activities, to create the mood for advertising themes, advertising themes to establish the expression of the artistic image, with a strong artistic influence, to impact, shock consumers mind, arouse their desire to buy. Ogilvy said: “A great idea is beautiful but the combination of a high degree of wisdom and madness, a great idea can change our language so obscure world famous brand overnight.” Marlboro cigarette ad used the image of a American consciousness, can be generally accepted and recognized by air max 2009 man image. Now, the Marlboro ad that Cemayangbian, forceful scene has become a representative of the American spirit. Wei valiant cowboy image has spread to the world, constitute the unique charm of Marlboro cigarettes, and quality.
Nike in March 1987 broadcast of the TV commercial, a series of 8mm film shot by the black and white video clips from a complex set of cultural attitudes of the map, including:
(1) A group of very good runners are running around the cinder track. In fact, this is a hastily put together Nike’s production manager called a team composed by Nike Running solutions manager Tom Harkin turkey (Tom Hartge) take the lead.
(2) basketball star Michael Jordan is very coordinated wore a white tennis shirt.
(3) John McEnroe again in a nuclear reaction (fiery) edge.
(4) with 1,000 triathlete into the water.
(5) basketball stadium downtown foot asphalt pavement.
(6) aerobic fitness fanatic (Nike ad the first female images) in the lunch break time to do gymnastics.
(7) The most impressive is that in these sports montage, there is a air max 24-7 child holding a toddler in his arms ahead of him, legs and upper body quickly move to catch up with the speed of movement. His upper body leaning forward, this is only toddler attitude, and pleasantly surprised to find that they can run the pace of liberalization.
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"One of the best books around for demystifying the deliberately mysterious arts of advertising."--Salon
"Fascinating, entertaining and thought-stimulating."--The New York Times Book Review
"A brisk, authoritative and frightening report on how manufacturers, fundraisers and politicians are attempting to turn the American mind into a kind of catatonic dough that will buy, give or vote at their command--The New Yorker
Originally published in 1957 and now back in print to celebrate its fiftieth anniversary, The Hidden Persuaders is Vance Packard’s pioneering and prescient work revealing how advertisers use psychological methods to tap into our unconscious desires in order to "persuade" us to buy the products they are selling.
A classic examination of how our thoughts and feelings are manipulated by business, media and politicians, The Hidden Persuaders was the first book to expose the hidden world of “motivation research,” the psychological technique that advertisers use to probe our minds in order to control our actions as consumers. Through analysis of products, political campaigns and television programs of the 1950s, Packard shows how the insidious manipulation practices that have come to dominate today’s corporate-driven world began. Featuring an introduction by Mark Crispin Miller, The Hidden Persuaders has sold over one million copies, and forever changed the way we look at the world of advertising.
Vance Packard (1914-1996) was an American journalist, social critic, and best-selling author. Among his other books were The Status Seekers, which described American social stratification and behavior, The Waste Makers, which criticizes planned obsolescence, and The Naked Society, about the threats to privacy posed by new technologies.
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