Use these three tips to create a wonderful creative advertisement for your product

An excellent creative person needs to read and experience a lot of original materials, and at the same time have a considerable sensitivity and be able to quickly make cross-border associations between elements. Only through deliberate training can one have the ability to continuously produce creativity.

Today is an era where content is king. In the process of brand marketing and promotion , one question we cannot avoid is: how can we make the promotion more creative?

Most people think that creativity is something that can be encountered but not sought after. In fact, it is not. The production of creative expressions follows a set of clear rules. In other words, if you master this set of rules, it is not difficult to mass-produce high-quality creativity!

First of all, the essence of creativity can be explained in one sentence - new combination of old elements. Although it is simple, it is like you know all the words in a book but you just can’t understand what it is talking about, because creativity also requires a lot of time to practice and learn.

Here are the creative production methods I personally use frequently:

1. Symbol Mapping

Please forgive me for using such a science-related term, I just want to look more professional.

This method is very simple. If the product A you want to promote has a certain characteristic, you can use this characteristic to make symbolic associations, lead to another thing B, and then use B to express the theme of A.

In this way, two originally unrelated old elements are combined in a new way through the characteristics of your product, and the indispensable part of this combination is your product selling point, so everyone will remember the product selling point.

This is too abstract. For example, look at the graphic design of Fotile below. If you see it for the first time, you might think it is a breath of fresh air among range hood advertisements.

Firstly, the product’s selling point is that it does not emit smoke. The characteristics of smoke can be mapped to aspects such as air and visibility. With a little further extension, you can conceive of a fresh mountain scene as the advertising image. That is to say, the image of mountain is used to express the product of range hood.

In fact, we can often try to use both positive and negative aspects in our association with scenes.

Just like in the picture above, it can be expressed by the fresh air in the mountains, and it can also be expressed by the smog in Beijing, because the conceptual focus of both is the same. The final finishing touch is the role played by the text on the picture.

If we use smog to express it, the main text on the screen might be: Don’t let your home be filled with smog

This can also lead to the product itself, follow hot topics and create panic, promote purchases, and is more suitable for new media promotion methods such as Weibo articles.

2. Unlimited Association

The method of infinite association is actually an enhanced version of the above. To put it simply, it is also to draw a bubble chart. You can continuously repeat the process of symbol mapping through related concrete things.

For example, if you want to promote a pair of lightweight sports shoes, you can make the following associations in sequence:

Light - Feather - Wandering - Travel - Petty Bourgeoisie...

Or you can think about it in reverse somewhere:

Light—Feather—Taishan—Responsibility—Country…

The association of this concept is not linear and one-way, but point-like and divergent, which can be repeated infinitely, and each of the concrete scenes can be used for advertising promotion .

In the end, we may find that without reminder, the concrete objects you imagine have little to do with the products. It doesn’t matter. You need to polish the advertising copy carefully at this time. The role of the copy at this time is to establish the connection between the advertisement and the product.

3. Surrealism

Creativity is creativity because it is an expression beyond reason and expectation, and is often composed of a series of coincidences and surreal elements.

Since each product has more than one product feature, or the concrete objects and scenes associated with the same product feature are often conflicting, combining them together will produce a "creative" effect.

What express delivery companies want to express is both global business and speed and convenience. Global business can be expressed through a world map, and speed and convenience can be expressed through face-to-face communication. So, just put the world map and face-to-face communication into one scene.

In addition, sometimes you can use the characteristics of the media to replace some of the product characteristics to make associations, and then mix the elements. In this way, a certain degree of interaction and scenario can be generated.

But in general, the same creative ideas are used, only the concrete associations generated by the media itself are added and then integrated and packaged. Of course, we are now not limited to traditional media such as newspapers and T-signs, but also various media means such as H5, VR , AR , etc., which can generate different creative ideas through the integration of media characteristics and technical characteristics.

Most of the creative ideas can be analyzed using the three methods above, all of which create a "reasonable sense of freshness" by mixing and matching different concrete elements. However, an excellent creative person needs to read and experience a lot of original materials, and at the same time have a considerable sensitivity and be able to quickly make cross-border associations between elements. Only through deliberate training can one have the ability to continuously produce creativity.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @郑本初 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!