广告创意的四大基本原则

广告创意的四大基本原则

做广告，做的不只是一张平面，一个TVC，也不是一句广告语，它包含的内容很多。遇到一个全新的空白客户，做全案代理，涉及的内容包括：品牌传播口径、品牌活动策略、视觉表现、营销手法等众多方面，遇到成熟有基础的客户，服务内容可能会少点。不管服务的内容多与少，归根结底，创意总是广告的终极追求，也是广告公司的基本要求，以此满足客户的需求。

想创意，很多业内人士都会信口开河的认为这是谁都会的，不怕想最好，就怕还有更好。的确，所谓的创意想法，每个广告人脑海里都会有千万种，但纵观众多出街的作品，却是从无数创意中被选中的。很多时候，在开创意会过程中，大多是想的天花乱坠，但真正能用的却没几个。这是为什么呢？因为广告创意必须具备一定的实际性，必须遵守四大基本原则。

传承性：延续品牌节奏

对于一个品牌而言，在没有形成品牌之前，一般都带有创始人的情感色彩或是创立理念。换而言之，也就是在没有找广告公司服务之前，通常很多客户都为自身所创品牌制定了一些品牌精神或是情感上的东西。虽然这些东西没有传播出去，但是从客户角度考虑，这是他们想把品牌做大的初衷，也是想传播出去的内涵。因而，当广告公司服务他们时，在广告创意过程中，就应该把品牌的传承性考虑进去。而不是泯灭客户的所有，将全新创意附加在品牌之上。相反了解创始人的想法，即内在的东西，在传承的基础上，打造更精准的创意才能满足客户的需求。

有的时候，从客户手里接手一个项目做品牌推广，会发现很多时候这个品牌在此之前经过别的广告公司运作。在别的公司运作过程中，有关品牌传播口号、视觉形象、包装等很多方面的风格已经形成，显然这些东西都是经过客户确认的。因此，当你接受任务时，很多东西要调整这是必然，这也是客户找到你的理由。但这并不代表是全盘否定，推倒重来，因为这个品牌已经运作过，很多东西能通过，这都是客户认同的。所以，当你在进行全新创意时，就需要把品牌以往的调性考虑进去，从某些方面可以延续品牌原有的节奏，也能起到事半功倍的效果。

共鸣性：与人情感共鸣

广告创意来源于人基于对品牌相关信息的理解产生的思想，那么它就跟人的情感产生了强大的关联性，它要达到的目的是要让客户产生认同，让消费者产生认同感。一个广告创意的好与坏的界定，从消费者角度出发，情感因素就是一个基

本评判标准。所以开创意会过程中，比如产品命名、品牌核心卖点提炼、广告语等方方面面。当我们想出了一黑板，甚至几黑板的创意，怎么去评判哪个创意是我们想要的呢？这时候，客户还不知道这些东西，消费者也不可能现场帮你决定。那么，这就需要现场所有参与人员进行评判，看一遍所有的创意，用心去直观感受。哪个创意能够让大部分产生情感共鸣，必定是所需要的创意。

广告人是创意的构想者，但也是大众消费者，自身的情感感知，也代表着消费者的情感。如果一个创意，不能够让现场的创作人员产生情感共通性，那么这一定不是一个好创意。对于广告人而言，一个创意能不能过关，首先要过的就是自己这关，然后才是其他人。所以，在广告创意过程中，情感的共鸣性也是创作的基本原则之一，是不可违背的。

原创性：坚持独特创想

看多了国内的广告，无论是影视广告，还是平面广告，甚至于现在比较流行的为电影。业内人士不难发现，很多出街的广告创意都是模仿加调整，复制加改变，手段和形式同质化非常严重。从这个现象中可以看出，在广告行业中，创意的受欢迎度依然很高，但如何做到独特性，那就要看内在功力。

根据客户的需求，进行有效的创作，那么创意的原创性就是首要。一方面广告相关法律法规有明确的规定，很多基本点是不能重复，比如产品名、广告语等；另一方面对于品牌而言，要建立自身的独特核心竞争力，自然各方面创意都要尽量保证独特。否则跟竞品或是他人的相同，非但难以起到传播自身的良好效果，而且很多时候都是帮他人做嫁衣。所以，在广告创意过程中，原创性是保证品牌独特性的基本，坚持独特的创想就是根本原则。

操作性：能够有效执行

在广告创意会过程中，往往很多想法都是天花乱坠，天马行空，但是真正讲到落实，发现所有人都对此叹为观止。创意不是说想出来就可以了，它更需要的实际的可操作性，不能落地有创意也就等于没有创意。可操作性的最基本的两个方面，一是视觉表现，二是落地执行。

首先，广告是否有创意，归根到底，要符合设计的表现，设计师能够做出这一套视觉稿是第一步，能不能通过审核最后出街才是最后一步。其次，一些公关、营销等活动策略，很多时候，创作人员都想的很好。但是给客户提的时候，发现根本就难以执行，毕竟这设计到客户自身的人力、物力、财力等众多因素。最后，即便是创意能够执行出来，但是一些落地的细节是否能够做好，各方面能否做到流畅

的配合也是关键点。如果做不好，就等于创意失败，反而起到了适得其反的效果。所以，操作性决定创意的最终生死，它也是广告创作基本原则。

广告创意不是凭空想象，而是依据合理分析进行升华提炼，它的构思涉及到客户需求、品牌基础等方方面面。因此，在创作过程中，基本原则不能丢，创意的精准性和执行性才能更符合客户需求。

Do not just a piece of graphic advertisement,a TVC,also is not a slogan,it contains the contents of the lot.When a new blank customers,agent,entire case involved include:caliber brand communication,brand strategy,visual representation,from many aspects,such as marketing tactics in mature have a client,service content may be less.Regardless of the content of the service more and less,at the end of the day,always creative thinking of advertisement and the ultimate pursuit,is also the basic requirement of the advertising company,in order to meet the needs of customers.

Want to ideas,many in the industry will be nonsense who will think that this is,the not afraid to think is best,and they were afraid to have better.Indeed,the

so-called creative idea,every advertising people there are ten million species,but the numerous works of the street,is selected from the countless ideas.Most of the time,in the process of create a tacit,mostly want to hype,but few really works. Why is this?Because advertising creative must have certain practical,must adhere to the four basic principles.

Continuity:brand rhythm

For a brand,before not form a brand,usually with the founder of the emotional color or founding philosophy.,in other words,that is,before not find advertising agency services,often made by many customers for their own brand made some mental or emotional things.Although these things are spread out,but from the customer point of view,this is the brand they want to do big,also want to spread out the connotation.Consequently,when the advertising agency service them,in the process of advertising creative,you should put the inheritance of the brand into consideration.Not devoid of all customers,attach new ideas in the brand. Founder instead understand the idea of,namely inside,on the basis of inheriting and creating more accurate ideas to meet the needs of customers.

Sometimes take over a project from the customer to do brand promotion,will find that most of the time the brand before through other advertising company operation.In other companies operating in the process,the slogan,brand communication of many aspects,such as visual image,packaging style has been formed,these things are obviously after client's confirmation.So,when you accept

a task,a lot of things to adjust this is inevitable,this is the reason that the customers to find you.But this does not mean that is completely negative,come over,because the brand has been operation,a lot of things can pass,this is all customers agree.So,when you are in a new creative,you need to put the brand of previous tone into consideration,in some ways you can continue the brand the rhythm of the original,also can have twice the result with half the effort.

Echo:emotional resonance with people

Advertising originality comes from people based on the understanding of the brand information of thoughts,it with human emotion has a strong affinity,it to achieve the purpose is to let the customer produce identity,let consumer identity.

A creative definition of good and evil,from the perspective of consumers,the emotion factor is a basic judgment standard.So create a tacit process,such as product name,brand core feature extraction,slogan and so on all aspects.When we came up with a blackboard,or even a few blackboard ideas,how to judge which one is creative is what we want?At that time,the customer still don't know these things,the consumer is not likely to the scene to help you to decide.Then, which requires all participants and go over all the ideas,intuitive feeling in the heart.Which ideas can make most of the produce emotional resonance,ideas must be needed.

Advertisers are the creative ideas,but also the average consumer,their own emotional awareness,also represents a consumer's emotion.If an idea,cannot leave the scene of the creative personnel develop emotional convergence,so this is not a good idea.For advertisers,an idea can pass,the first thing to himself this pass,and then the others.So,in the process of advertising creative,emotional resonance sex is one of the basic principles,is not to be violated.

Original:adhere to the unique idea

See more domestic advertising,whether it is film and television advertising,or print ads,even more popular for the film now.The personage inside course of study is not hard to find,a lot of the street,advertising creative is imitated with adjustment,copying and change,means and form of homogeneity is very serious. Can be seen from this phenomenon,in the advertising industry,creative popularity is still high,but how to achieve uniqueness,that depends on the internal capability.

According to customer demand,the creation of effective,so the creative originality is the first.Advertising related laws and regulations have clearly defined on one hand,many fundamental point is not to be repeated,such as product name, slogan,etc;On the other hand for the brand,to create their own unique core competitiveness,each respect natural ideas are to ensure that the unique.

Otherwise with competing goods or others of the same,not only to have the good effect of communication itself,and a lot of time to help others to be forgotten.So, in the process of advertising creative,original brand uniqueness is the basic, adhere to the unique imagination is the fundamental principle.

Operational:ability to effective implementation

In the process of advertising creative will,often a lot of ideas are,powerful and unconstrained style,but true when it comes to implementation,found that all people are amazing.Originality does not mean that it is ok to want to come out,it needs the actual operability,cannot be born creative it is equal to no originality. Operability of the most basic two aspects,one is visual performance,2it is to be https://www.wendangku.net/doc/8a8579635.html, https://www.wendangku.net/doc/8a8579635.html, https://www.wendangku.net/doc/8a8579635.html, https://www.wendangku.net/doc/8a8579635.html, https://www.wendangku.net/doc/8a8579635.html,

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First of all,advertising creative,in the final analysis,to comply with the design,the designer can make this a visual version is the first step,can through the audit finally out of the street is the last step.Second,some public relations strategy, marketing and other activities,most of the time,creators want to very well.But give the customer,found that was difficult to enforce,after all,the design to the customer's own manpower and material resources,financial resources,and many other factors.Finally,even the creative can carry out,but some details to the ground can do,all aspects can be smooth cooperation is the key point.If do not good,is to creative failure,instead have the opposite effect.Operational,therefore, decided to creative end of life and death,it is also advertising creation basic principles.

Advertising creative is not imagined,but on the basis of rational analysis to sublimate,its conception involved in all aspects based on customer demand, brand.Therefore,in the process of creation,the basic principle of can't lose, creative precision and execution can be more in line with customer requirements.