《品牌策略與設(shè)計應(yīng)用》課件-8廣告創(chuàng)意思維

課程：廣告創(chuàng)意思維——直線思維廣告創(chuàng)意思維廣告創(chuàng)意是極富創(chuàng)造精神和創(chuàng)新能力的活動。因此，廣告創(chuàng)意的關(guān)鍵是創(chuàng)意人員創(chuàng)造性思維的培養(yǎng)。創(chuàng)造性思維就是主體在強烈的創(chuàng)新意識驅(qū)使下，通過綜合運用各種思維方式對頭腦中的知識、信息進行新的思維加工組合,形成新的思想、新的觀點、新的理論的思維過程。簡言之，凡是突破傳統(tǒng)思維習(xí)慣，以新穎獨創(chuàng)的方法解決問題的思維過程，都可以稱為創(chuàng)造性思維。這種獨特的思維常使人產(chǎn)生獨到的見解和大膽的決策，獲得意想不到的效果。下面介紹幾種廣告創(chuàng)意人員常用的創(chuàng)造性思維方式。直線思維直線思維亦稱直接思考法或邏輯思考法。是一種十分理性的思考方法，我們更經(jīng)常稱呼他為垂直思考，它按照一定的方向和路線，運用邏輯思維的方式，在一個固定的范圍內(nèi)，面向縱深即垂直方向進行的一種思考方法。這種思考方法就是傳統(tǒng)的深思熟慮，至今仍然是我們進行廣告創(chuàng)意最經(jīng)常、最基本的思考方法。垂直思考法的重點是思考的深度而不是廣度，它要求思考問題的人目標(biāo)集中、用心專一。例如在廣告調(diào)研的過程中，對于環(huán)境、市場、競爭者、消費者的分析過程中，如果沒有深入的分析、研究與思考過程,就沒有清晰的廣告定位，就不可能有高質(zhì)量的廣告創(chuàng)意。直線思維，是一種直行的、單向的、單維的、缺乏變化的思維方式。曲線思維，就像腦電波，有時候會是有規(guī)律的，有時候會是無規(guī)律的。直線思維在一定意義上說來屬于靜態(tài)思維，曲線思維屬于動態(tài)思維。直線思維在思維的過程中，會根據(jù)以往的經(jīng)驗來決斷某件事，因果關(guān)系明確。（也就是俗話說的：死腦筋、一根筋。）直線思維垂直型思維方式是指在一種結(jié)構(gòu)范圍中，按照有順序的、可預(yù)測的、程序化的方向進行思維，遵循由低到高、由淺到深、由始到終等線索，思維脈絡(luò)清晰明了，合乎邏輯。其特征是順著一條思路一直向下延伸，直到找到問題的答案。水平型思維方式是指在條件接近的情況下，對相似事物的發(fā)展情況進行比較，從中找出差距，發(fā)現(xiàn)問題，然后再提出解決方法的一種思維活動。思維脈絡(luò)清晰明了合乎邏輯直線思維C[ubColombia100%Malt,100%Mastery-RojaCampaignC[ubColombiaistheonlybeerinthecountrymadeof100%maltandistheonlyoneawardedinternationallyonseveraloccasionsforit'squality.PeopleknowthatClubColombiaisthepremiumbeerinthecountry,butatChristmas,wewi[|remindpeoplewhy.PrintadvertisementcreatedbyLeoBurnett,ColombiaforC[ubColombia,withinthecategory:AlcoholicDrinks.AdvertisingAgency:LeoBurnett,Bogota,ColombiaCreativeDirectors:MauricioSarmiento,LuisAlejandroMoraArtDirectors:JuanRomero,EnriqueGonzalezWilches,YesicaCharryCopywriter:JorgeVillarealPhotographer:EduardoWallaceNanfuCarCampaignPrintadvertisementcreatedbyMcCann,ChinaforNanfu,withinthecategory:House,Garden.CaptionAllthepoweryouneed.AgencyNetwork:McCannPublished/Aired:May2015Posted:May12,2015AdvertisingAgency:McCann,Shanghai,ChinaCreativeDirector:JohnsonShengArtDirectors:JohnsonSheng,YaoSheng,BillBoCopywriter:BarbaraJiangIllustrator:XiDanLightKukaSink,FootCampaignDescriptionPrintadvertisementcreatedbyBC&T,ChinaforKuka,withinthecategory:House,Garden.CaptionVerysoftbed.AgencyNetwork:BC&T華意縱馳Published/Aired:October2012Posted:October16,2012AdvertisingAgency:BC&T,Hangzhou,ChinaCreativeDirector:KaiQian,HongboLeeArtDirector:MeiLinwangCopywriter：FangHaoIllustrator:YiniMiaoPhotographer:ZhangjiaChenUni-PresidentAuthentictaste-KoreanCampaignPrintadvertisementcreatedbymcgarrybowen,ChinaforUni-President,withinthecategory:Food.AdvertisingAgency:mcgarrybowen,Shanghai,China麥利博文I電通安吉斯集團中國ChiefExecutiveOfficer:SimoneTamChiefCreativeOfficer:JeffryGambleGroupCreativeDirector:DannyLiCopywriters:SihanJin,ShireenZhou,EvanZhaoArtDirectors:BingoXu,LuckyGuo,AdamYang,RocHuangDesigner:HuangzongDuanPhotographer/Illustrator:Illusion/BangkokAccountService:CarolMa,TwinkleLinSakyCowCampaignPrintadvertisementcreatedbyOgilvy,ChinaforSaky,withinthecategory:Health.TougherthreadforstubbornfoodAgencyNetwork:OgilvyPublished/Aired:June2014Posted:June20,2014AdvertisingAgency:Ogilvy&Mather,Shanghai,ChinaProductionCompany:IllusionBangkokChiefCreativeOfficer:GrahamFinkGroupCreativeDirector/Copywriter:ThomasZhuCreativeDirectors:JoeWu,BambooZhuangArtDirectors:JackXuan,KokoHuang,LyonLiaoCopywriter:KiddyWangPhotographers:SurachaiPuthikulangkura,NicholasSiauIllustrators:SurachaiPuthikulangkura,Producers:SomsakPairew,KitidejRattanasuvansriRetoucher:SoonAccountDirectors:WandaWang,CynthiaZhou謝謝課程：廣告創(chuàng)意思維——發(fā)散思維發(fā)散思維發(fā)散思維,又稱水平思維，是為了避免垂直思考的缺點而產(chǎn)生的，尋求打破僵硬的常規(guī)，從中逃脫出來，是一種相對的創(chuàng)新思維。他敢于旁敲側(cè)擊，出奇制勝，水平思考的求解思路是從各個問題本身想四周發(fā)散，指向不同的答案，發(fā)散思維又稱輻射思維，是指從已有的信息出發(fā),沿著不同的思維路徑、思維角度，從不同的層面和關(guān)系來思考問題，以求得解決問題的種種可能方法，并在此基礎(chǔ)上優(yōu)選出最佳的解決問題的方案。這種思路好比自行車車輪一樣，許多輻條以車軸為中心沿徑向向外輻射。發(fā)散思維是多向的、立體的和開放型的思維。美國心理學(xué)家吉爾福特的研究表明:與人的創(chuàng)造力有密切相關(guān)的是發(fā)散性思維能力與其轉(zhuǎn)換的因素。他指出:“凡是有發(fā)散性加工或轉(zhuǎn)化的地方，都表明發(fā)生了創(chuàng)造性思維?！卑l(fā)散思維，就是從已經(jīng)明確或被限定的因素出發(fā)，進行各個方向的思考，設(shè)想出多種構(gòu)思方案的思考方式，呈散射狀態(tài)，故又稱擴散思維或多向思維。主要用于創(chuàng)意構(gòu)思的初級階段，是展開思路，發(fā)揮想象，尋求盡可能多的答案、設(shè)想或解決方法的有效手段。如何運用發(fā)散思維？（1）.尋找發(fā)散點（興奮點）：功能、特征、產(chǎn)品歷史、使用情境、生活習(xí)慣等a,意向型創(chuàng)意-從被限定的范圍或預(yù)定的目標(biāo)去尋找b.偶發(fā)型創(chuàng)意-從自己的興趣出發(fā)或從掌握的材料去尋找（2）.調(diào)整發(fā)散方向：以發(fā)散點為中心朝各個方向去構(gòu)思。（靈活、跳躍、不求完整）靈活：不把思維局限在一個方向，要尋求變化，舉一反三，觸類旁通。跳躍:想法的差異，求異，跳躍的幅度越大越好。不求完整：對每個想法不宜過早加以限制或予以評定，不求全責(zé)備和亂加否定。（先想出來再說）BankofChinaNationaltreasureDescriptionExecutiveCreativeDirector：J.C.LeePrintadvertisementcreatedbyMcCann,ChinaforBankofChina,withinthecategory:Finance.Caption:CNY&AUDOneCard,Two-Currency!AgencyNetwork:McCannPublished/Aired:February2013Posted:February06,2013AdvertisingAgency:MccannBeijing,ChinaCreativeDirector:EddieChenArtDirector:JohnnyZhuCopywriter:WendyWangDesigners:ShengnanLi,FangfangZhangTaobaoDiscoverAWorldOfTreasuresPrintadvertisementcreatedbymcgarrybowen,ChinaforTaobao,withinthecategory:RetailServices.AdvertisingAgency:Mcgarrybowen,Shanghai,ChinaChiefExecutiveOfficer:SimoneTamChiefCreativeOfficer:JeffryGambleExecutiveCreativeDirector:DannyLiCopywriters:GemXu,SihanJin,PartyZhangArtDirectors:AdamYang,LuckyGuo,RocHuang,BingoXuDesigners:HuangzongDuan,KristinLiAccountService:CarolMa,JasmineQu,JeffCaiArtBuyer:DinahDingIllustrators:ZhangWeiMang,YeQing,Man-Tsun,YiBi,ZiJun,GuoZhehui,Sean,GuoJingXiong麥利博文I電通安吉斯集團中國ChinaMobileMan-eatersCampaignDescriptionPrintadvertisementcreatedbyOgilvy,ChinaforChinaMobile,withinthecategory:Gaming.AgencyNetwork:OgilvyPublished/Aired:July2012Posted:November08,2013AdvertisingAgency:YinduOgilvy,NanJing,ChinaExecutiveCreativeDirector:JerryWanCreativeDirector:JackyXiaoArtDirectors:JackyXiao,WayneLeeDesigner：TedLuCopywriter:JerryWanIllustrator:LeoChiuCGI：HansomeChang'''A.Y"1.-27?7；-■?：>'/■<、~BeijingSubwayFiremenCampaignPrintadvertisementcreatedbyGrey,ChinaforBeijingSubway,withinthecategory:Transport.CaptionGettherefaster.AgencyNetwork:Grey精信廣告Published/Aired:Aprit2015Posted:Apri[05,2015AdvertisingAgency:Grey,Beijing,ChinaExecutiveCreativeDirector:AlvinLimCreativeDirectors：MarxZhu,HeJunArtDirectors:MarxZhu,YangJianfengCopywriter：AlvinLimCreativeServicesDirector:KevinBiTrafficManager:JaneLiManagingDirector：OliverXuAccountManager:AfraHouProductionHouse:MutberryPhotographer:MatjazTancicRetouchers：HeiZi,XuYuanmingHairMaxFightyouragePrintadvertisementcreatedbyJWT,ThailandforHairMax,withinthecategory:Health.CaptionDon'tletagewin.AgencyNetwork:JWTPublished/Aired:April2015Posted:May12,2015AdvertisingAgency:JWT,Bangkok,ThailandRegionalExecutiveCreativeDirector:TayGuanHinChiefCreativeOfficer:SatitJantawiwatCreativeDirector:SupachaiToemtechatpongAssociateCreativeDirector:NapapatchKantasilArtDirectors:NattakornSamintharapunyaCopywriters:WarunyooSorasetsakoonAccountManager:SupaluckLuangwilaiwanPhotographyProducer:KiatsudaChumjaijitProductionHouse:VisionaryBangkokSamsoniteRobotCampaignPrintadvertisementcreatedbyJWT,ChinaforSamsonite,withinthecategory:PersonalAccessories.CaptionDesignedforkids.AgencyNetwork:JWT智威湯遜Published/Aired:February2015Posted:February13,2015SamsoniteDollCampaignPrintadvertisementcreatedbyJWT,ChinaforSamsonite,withinthecategory:House,Garden.AgencyNetwork:JWTPublished/Aired:April2016Posted:April04,2016AdvertisingAgency:JWT,Shanghai,ChinaExecutiveCreativeDirector：NormanTan謝謝課程：廣告創(chuàng)意思維——綜合思維綜合思維從直線思維到發(fā)散思維、直覺思維，逆向到形象，任何一個創(chuàng)意都不可能只有一種思維方式，往往是多種方式的綜合運用才構(gòu)成一個成熟又成功的創(chuàng)意。綜合思維的模式本身并不是一種獨立的模式，它是上述種種模式有機的結(jié)合,揚長避短，共同起作用。它必須遵循幾條原則：競爭性：這是最重要的一條。商場如戰(zhàn)場，廣告是先鋒，在沒有餓狼的地方，羊群的體質(zhì)也明顯下降。競爭的存在，讓廣告充滿活力，廣告是競爭的手段，不體現(xiàn)競爭性怎么行？“飛亞達(dá)”表業(yè)有限公司，一句“一旦擁有，別無所求”將國內(nèi)其它手表品牌含蓄的至于千里之外，中國廣告法規(guī)定我們不能以直接或影射的方式中傷、誹謗其他產(chǎn)品，但是我們十分提倡這種“含蓄的競爭”。聯(lián)系性：思維的空間要廣泛，要“海納百川，有容乃大”，注意事物間的聯(lián)系。既要將產(chǎn)品區(qū)別點相聯(lián)，又要將舊觀念與新理念相聯(lián)系。創(chuàng)新性：創(chuàng)新是廣告的思維中絕不能少的因素，沒有創(chuàng)新，廣告根本不成其為廣告，因為它會發(fā)現(xiàn)自己實在沒有打動人的東西。RestylaneGoodonme,Notonyou,4CampaignTheideastartedwiththeproductbenefitinmind.Knowingthe"problem”isamorepowerfulwaytogetattentionandtocreatetheurgencyneeds.Butweallknowthatisnotattractiveandthebrandwillnotwanttobeassociatedwith“Ugly”images.Sowestartedtolookatthe“pretty”sideoftheproblemandrealizedwrinkles,facialhollowsandflatcheekcanbeverysexy,prettyandattractive...onourpets.PrintadvertisementcreatedbyMcCann,ChinaforRestylane,withinthecategory:Pharmaceutical.AgencyNetwork:McCann麥肯Published/Aired:May2017Posted:July26,2017AdvertisingAgency:McCannHealth,Shanghai,ChinaExecutiveCreativeDirector：PierreLooAssociateCreativeDirector:MljinAnArtDirectors:MengZhang,JerryJiCopywriter:JuliesDirector:EricWillSofyPrisonbreakPrintadvertisementcreatedbyJWT,ChinaforSofy,withinthecategory:Health.AgencyNetwork:JWTPublished/Aired:June2016Posted:June17,2016AdvertisingAgency:J.WalterThompson,Shanghai,ChinaCreativeDirectors:SheungYanLo,NormanTan,ArtDirector:ReekyHouCopywriter:ChanfronZhaoPrintProduction:LizaLaw,JosephYu,IsaacXul[lustrators:SurachaiPuthikulangkura,SupachaiU-RairatPhotographer:SurachaiPuthikulangkuraProducer:SomsakPairew,KitidejRattanasuvansri(ReaderTreeStory,1CampaignDescriptionThiscampaignwasPrintadvertisementcreatedbyBBH,Chinafor(Reader,withinthecategory:Electronics,Technology.CaptionEverybookisatragedyfortrees.Readebooks.AgencyNetwork:BBHPublished/Aired:April2013Posted:July30,2013AdvertisingAgency:BBH,Shanghai,ChinaCreativeDirectors:YinboMa,CarolOngArtDirector:HaoxiLvCopywriters:MichelleWu,CarolOngIllustrator:XiDan/HappyFinishProducer:YilinLimAmmelooChop-Chop2.0,PorkCampaignPrintadvertisementcreatedbyAmber,ChinaforAmmeloo,withinthecategory:Food.AgencyNetwork:AmberPublished/Aired:September2018Posted:September23,2018AdvertisingAgency:Amber,ChinaChiefCreativeOfficers:TanCheeKeongCreativeDirectors:BenGuo,KiddZhang,ArtDirectors:CSChong,ConeGongCopywriter:CherryWang,ElissaAziziAgencyproducers:EllaCao,JoyWangProductionCompany:Illusion/BangkokSkullcandyVeinsCampaignPrintadvertisementcreatedbyJWT,ChinaforSkullcandy,withinthecategory:Electronics,Technology.GodeeperAgencyNetwork:JWTPublished/Aired:December2014Posted:October19,2015AdvertisingAgency:J.WalterThompson,Shanghai,ChinaCreativeDirectors:NormanTan,Bil[Chan,RojanaChuasakulArtDirectors:RojanaChuasakul,TinYuCopywriter:JunQianPrintProduction:LizaLaw,AndersonChen,IsaacXu,JosephYuClientService:Danie[Ingall,CarolMa,KennyYe,YunJiangProductionHouse/Retouching/Illustration:VisionaryBangkokArgosSmilesGuaranteed,3CampaignescriptionPrintadvertisementcreatedbyY&R,ChinaforArgos,withinthecategory：RetailServices.CaptionGreatsavingsguaranteed..TheleadingdigitalretailerfromtheUK.AgencyNetwork:Y&R揚羅必凱Published/Aired:April2013Posted:June26,2013AdvertisingAgency:Y&R,Beijing,ChinaExecutiveCreativeDirectors:MarcusRebeschiniCreativeDirectors:RonnieWu,DonghaiLiuArtDirectors:SomjaiSatjatham,LoWengHengCopywriters:GaoHan,DonghaiLiu,NilsAnderssonIllustrators:LoWengHeng,AndyYangAccountService:CharlesSampson,ShelbyLeePhotographer：TeoStudioPropsMaster:ReiBoRetoucher:BruceXie/MagicCubeProduction:KirbyHo謝謝課程：直覺思維直覺思維直覺思維是在已經(jīng)獲得的經(jīng)驗、知識的基礎(chǔ)上，憑思維的“感覺”直觀地把握事物本質(zhì)和規(guī)律的思維方式。直覺思維在創(chuàng)新思維中占據(jù)重要位置。直覺思維是在堅實的理論基礎(chǔ)、敏銳的觀察力、豐富的經(jīng)驗與高度的概括力及形象、邏輯思維的積累基礎(chǔ)上,憑人類的知覺用猜測、跳躍、壓縮思維過程進行的快速思維方式。它屬于潛意識思維，因此直覺思維也稱為靈感思維或頓悟思維。它是創(chuàng)意靈感產(chǎn)生的一種主要思維方式，具有突發(fā)性、非邏輯性、潛意識和快速等特點。直覺思維的形成必須以思維的積累為基礎(chǔ)。靈感不是憑空而來的,廣告創(chuàng)意人員不能夠完全寄希望于靈感的眷顧,直覺思維的靈感是來自于邏輯思維和形象思維大量積淀，在這種積淀的成果上才能產(chǎn)生出瞬間的智慧火花。直覺思維是指思維對感性經(jīng)驗和已有知識進行思考時，不受某種固定的邏輯規(guī)則約束而直接領(lǐng)悟事物本質(zhì)的一種思維方式。直覺思維具有突發(fā)性、偶然性與不合邏輯性的特點。(1)突發(fā)性——突如其來，稍縱即逝；(2)偶然性——偶然激發(fā),難于預(yù)料；(3)不合邏輯性——并非依照邏輯規(guī)則按部就班地進行，可以是荒誕、怪異、幻視、變形等等。在廣告創(chuàng)意中，直覺思維常常是沖擊傳統(tǒng)觀念、突破思維定勢、打亂邏輯規(guī)則，它運用想象、幻想、猜想、聯(lián)想、靈感等方法，其表現(xiàn)手法往往是荒誕、離奇、怪異、幻視、變形等等。這類創(chuàng)意雖然會有一些風(fēng)險，但往往能夠達(dá)到標(biāo)新立異、出奇制勝的效果。直覺思維有多種多樣的表現(xiàn)形式。想象、幻想、猜想、聯(lián)想、靈感等都屬于直覺思維的形式。大體上可以分為想象式直覺和靈感式直覺兩種。1.想象式直覺想象是指人們在某些已有材料和知識的基礎(chǔ)上，讓思維自由神馳，或通過新的組合，或借助豐富的聯(lián)想，或利用猜想、幻想，從而領(lǐng)悟事物的本質(zhì)和規(guī)律的思維過程。例如聯(lián)想，它有四個基本形態(tài)在廣告創(chuàng)意中都有是十分有用的。這四種形態(tài)是：1.接近律，例如:“香煙一白酒”；2.對比律，例如:“白天一黑夜”；3.類似律，例如:“鳥類一飛機”；4.因果律，例如:“磨擦一生熱”；2.靈感式直覺靈感是指人們在硏究某個問題正苦于百思不得其解的時候，由于受到某種偶然因素的激發(fā)，產(chǎn)生頓悟，使問題迎刃而解。這好似“山重水復(fù)疑無路，柳暗花明又一村”。在西方，有人把它看成是一種“直覺”，一種潛意識的活動。我們在從事設(shè)計活動時也可能有這樣的體會：有時即使苦思冥想，絞盡腦汁，也一無所獲，但就在這山窮水盡的時候，經(jīng)由某種機緣的觸發(fā)頓時茅塞頓開，產(chǎn)生某種新的意念。這種情況就像人們常說的“踏破鐵鞋無覓處，得來全不費功夫”。3MNapoleonPrintadvertisementcreatedbyKingHarvests,Chinafor3M,withinthecategory:House,Garden.CaptionInextricablyboundlikeNapoleonandthechaptersofhistory.AgencyNetwork:KingHarvestsPublished/Aired:March2014Posted:May10,2014AdvertisingAgency:KingHarvests,Shanghai,ChinaExecutiveCreativeDirectors:LarryOng,LauraLeeCreativeDirector:MarxZhuArtDirectors:MarxZhu,ArvinChoi,TianZi,LarryOngCopywriters:LarryOng,AugustCao,JamesLimIllustrator:ABenDongPhotographers:HeiZi,FengWang,ZongguoZhouProductioncompany:HeiZiThemanintheHathawayshirt1MJ：RKMl\.irryhiningUirr-ihatittiruK-ultinst<.h?y目山』MliCi4rhlihtn>p?>lIherfitctbywcaringancirtltfMr^,!iu\5-|inxlucc<lHcn?rIhrgrtiwingpiMihrilyofHATHAWAY南心whkharein41d*hy(hemfidgHATHAWAYUlirtlH/rrrinfinkclyInfig-rr-amagofyrgTheymake-y，ul<*?kjoungcrandmc?rvdktm^uishc-d.bc-ratiwofthemiMIcwayHathawaycutn?U?rs.ThewlinleshirtwutlorcdsnoreKfNfr向midkchcrcftrciw?rcww/w/-"航.Thvtailsarckrnger,andstayinyourTrmiwrs.*J*hrhim?imarcinriihrr-^if-pt-'H,!■vnithesritirhingh”miflnK-bcl-lumelegance^hemtit.Abovenil.iiATKAiv-WnwketMrshirtsofrcmurk.ibkJifhruitcnlleetr?ifis>m[heRwcorner!*MthecArih—VijcllaandAfFIvKfiriiinEngkinil,wiwitcjitafUmfrikiQScotland,ScaIshndcunonfmmtheIndieshand-wovenmadrasfrnmIndia,bnwddcthfmmMMehemr,limw^at&tcfriJinParis,Imnd-bilkedsilk^(heEnghnd,exclusivecottim$fromiheweaversin.Aisxerk'n.v；!lgetagrciitdeal<?fquietutHfrirttoinn<itnfuc-afirgshirtswhicharcinsuchimjKx-cablrtagHATHAWAY點iruAttnHidcbyamdiIIEmjianyof<kdicawjemfrsmeninthelittletownofVVjiervilk,Maine."Theyhamhern:uit,nummdboy,fbronehu'l-dredandfiAccnyears./Kibesterstoreseverywhere,orwrictc.F.HATHAWAY,VVatervillc,Vfainc,A?rdienameofyournenreststore,inNew)；>rk,ttkphoneMU9*4157.Prienfrom#5.50釣5?8,大衛(wèi)?奧格威回憶，當(dāng)年他在形成戴著眼罩的“穿Hathaway襯衫的男人”的廣告創(chuàng)意時就是因靈感而激發(fā)的。大衛(wèi)?奧格威為海賽威襯衫所做的廣告：“穿海賽威襯衫的男人”，奧格威給這個人戴上一只眼罩，奧格威回憶說，“我想了18種方法來把有魔力的“佐料”加進廣告里。第18種就是給模特加戴上一只眼罩。最初我們否定了這個方案而贊成用另外一個被認(rèn)為更好一些的想法，但在去攝影棚的路上，我（鬼使神差般地）鉆進一家店花了一塊五毛錢買了一只眼罩。這個戴眼罩的男人，穿著穿海賽威襯衫，參加一系列貴族精英活動，打獵、高級酒會….將穿海賽威襯衫的高檔、精英、獨特形象表現(xiàn)的淋漓盡致，一系列廣告投放下去，沉寂了116年的穿海賽威襯衫開始聲名大噪，銷售飆升。但它使哈撒威牌襯衫在過了116年默默無聞的日子后，一下子走紅起來。它為什么會成功，我大約永遠(yuǎn)也不會明白。在對香煙市場進行深入的分析和深思熟慮之后，李奧?貝納完全突破了限定的任務(wù)和資源，對萬寶路進行了全新的“變性手術(shù)”，大膽提出：將萬寶路香煙改變定位為男子漢香煙，變淡煙為重口味香煙，增加香味含量，并大膽改造萬寶路形象:包裝采用當(dāng)時首創(chuàng)的平開盒蓋技術(shù)并以象征力量的紅色作為外盒的主要色彩。廣告上的重大改變是：萬寶路香煙廣告不再以婦女為主要訴求對象，廣告中一再強調(diào)萬寶路香煙的男子漢氣概，以渾身散發(fā)粗獷、豪邁、英雄氣概的美國西部牛仔為品牌形象，吸引所有喜愛、欣賞和追求這種氣概的消費者。XiuDouSourFaces,1CampaignDescriptionXiuDou,Chinesecandiesthataresosourtheymayprovokesomefunnyfacesuponbeingpoppedintothemouth.PrintadvertisementcreatedbyJWT,ChinaforXiuDou,withinthecategory:Confectionery,Snacks.CaptionSourtoaCrushingPointAgencyNetwork:JWTPublished/Aired:January2018Posted:January26,2018AdvertisingAgency:JWT,Shanghai,ChinaExecutiveCreativeDirector/ArtDirector/Copywriter:CarlosCamachoArtDirectors:AnnaYang,JustinLeungCopywriters:ClaraLi,SelwynLowRlustrator:RamonCedenoPhotographer:AleBursetDigitalRetoucher:DiegoSperoniHaagen-DazsExtraordinaryLuxuriousPrintforChristmascampaignofHaagenDazs,featuringthenewlimitededitionflavourtiramisuspeculoos.PrintadvertisementcreatedbySaatchi&Saatchi,UnitedKingdomforHaagen-Dazs,withinthecategory:Confectionery,Snacks.TooextraordinarytogiveawayGetsomethingjustforyou.AgencyNetwork:Saatchi&SaatchiPublished/Aired:November2018Posted:November28,2018AdvertisingAgency:Saatchi&Saatchi,London,UKCreativeDirector:ScottBradleyArtDirector:MariaSuarez-lnclanCopywriters:SokainaAliouate,AlexanderOverlandIllustrator/3DArtist:PeterTarkaDesignDirector:SheetalSchofieldProduction:BarbaraGaiarimSamsoniteSumoElephantCampaignDescriptionPrintadvertisementcreatedbyJWT,ChinaforSamsonite,withinthecategory:PersonalAccessories.CaptionKidproof.AgencyNetwork:JWTPublished/Aired:June2013Posted:June29,2013AdvertisingAgency:JWT,Shanghai,ChinaExecutiveCreativeDirectors:YangYeo,ElvisChauCreativeDirector:RojanaChuasakulCopywriter:JunQianArtDirectors:KomsonYamshuen,VisionaryBangkokHlustrator:VisionaryBangkokArtBuyers:LizaLaw,IsaacXuAccountSupervisor:DanaHoProductionHouse/Retouching:VisionaryDesigner:KomsonYamshuen/Visionary3MAmadeoCampaignPrintadvertisementcreatedbyPublicis,Chinafor3M,withinthecategory:House,Garden.AgencyNetwork:Publicis陽獅廣告Published/Aired:February2014Posted:May29,2014AdvertisingAgency:Publicis,Shanghai,ChinaChiefCreativeOfficers:EricVervroegen,SheenaJengExecutiveCreativeDirector:AkaeWangCreativeDirector:BastienGrisoletAssociateCreativeDirector:AngelaAnnArches-AntonioArtDirector:BastienGrisoletPhotographer:TimFlachProduction:Prodigious,ElysianFieldsProductionManager:GaelChevalProducer:LaurianeDulaArtBuyer/ProductionCoordinator:LysAeliaHartGlobalPrintManager:JeanLucChirioRetoucher:AntonyCrossfieldLtd謝謝！課程：逆向思維逆向思維逆向思維法是相對于習(xí)慣思維而言的，也就是從相反的方向來考慮問題的思維方法，它常常與事物常理相悖，但卻達(dá)到了出奇不意的效果。因此，在創(chuàng)造性思維中，逆向思維是最活躍的部分。按照常規(guī)的創(chuàng)作思路，有時我們的創(chuàng)意會缺乏創(chuàng)造性，或是跟在別人的后面亦步亦趨。與常規(guī)思維不同,逆向思維是反過來思考問題，是用絕大多數(shù)人沒有想到的思維方式去思考問題。運用逆向思維去思考和處理問題，實際上就是以“出奇”去達(dá)到“制勝”。當(dāng)你陷入思維的死角不能自拔時，不妨嘗試一下逆向思維法，打破原有的思維定勢,反其道而行之，開辟新的境界。某牙膏的平面廣告，設(shè)計者采用逆向的設(shè)計思維方式，沒有從正面宣傳該品牌牙膏的優(yōu)良品質(zhì)，而是用一個幾乎沒有牙齒的老太太的笑容表現(xiàn)“世界健康的微笑”這一主題?？煲艄獾难例X和高露潔保護牙齒的概念看上去似乎背道而馳，但通過仔細(xì)分析我們可以得出這樣的認(rèn)識:人的牙齒正常地脫落屬于自然規(guī)律，誰也不可能違背,當(dāng)然也包括高露潔的使用者。高露潔的作用是讓在你口腔內(nèi)的牙齒水遠(yuǎn)健康。與眾不同的切入角度和與眾不同的表現(xiàn)手法必然達(dá)到與眾不同的效果。ClubColombia100%Malt,100%Mastery-RojaCampaignWomeninJapan,CentralAmericaandIndia,havetheirown,uniquebeautysecrets,basedonancientritualsoftheirancestors.Thesebeautyroutinescontainpurelocalingredientsandtonsofwisdomfromgeishas,mayansandAyurvedicmedicine.Sohowcanwomeninotherpartsoftheworldlearnabouttheseritualsandexperiencetheminthemostoriginalway?Well,theycaneithergothroughalotoftroubleortheycansimplyenjoythenewDoveNourishingSecretseriestorestore,invigorateandmaketheirskinglowlikeneverbefore.PrintadvertisementcreatedbyOgilvy,GreeceforDove,withinthecategory:Beauty.AdvertisingAgency:Ogilvy,Athens,GreeceExecutiveCreativeDirector:PanosSambrakosCreativeDirector:DimitrisSavvakosArtDirector:ChristosGolfisAssociateCreativeDirector:PanagiotisPapamatthaiouIllustrator:ChristosGolfisAccountDirector:MirellaMoisi,NikolasMemosBusinessUnitDirector:MariannaGkitsakiGlobalBrandInsightPandaCampaignDescriptionGLOBALBRANDINSIGHTisacomprehensiveprofessionaljournalwithBrandMarketing,MarketInformation,CreativeWorksandotherbrandinginformation.Ittargetstheprofessionalcirclesinbusiness-orientedmarketing,masscommunicationandcreativeadvertisingfield.Theseriesofadspromotethemagazinethroughthetypicalcharacteristicsofanimals,reflectingtheworkingconditionofprofessionalsinbrandmarketing,planning,andcreativeworkfield.Itisaninterestingwaytoconnectandresonatewiththem,thenattractthemtobrowse,purchaseandsubscriptionthismagazine.Afterreleasingthisseriesofadvertisement,themagazine'sretailsalesincreasedby46%overthesameperiodandsubscriptionsincreasedby53%.PrintadvertisementcreatedbyDentsu,ChinaforGlobalBrandInsight,withinthecategory:Media.CaptionBranding,withoutthedarkcircles?CheckoutGlobalBrandInsight.AgencyNetwork:DentsuPublished/Aired:January2013Posted:June03,2013AdvertisingAgency:Dentsu,Beijing,ChinaCreativeDirectors:ArchiveLi,SamSunArtDirectosr:WangYong,WangYiFei,HaoWei,LiGangCopywriters:ShiRui,ZhangPei,RenJie,LaoTaoIllustrators:WangYong,WangYiFei,HaoWeiMaxamCivilization,EgyptDescriptionPrintadvertisementcreatedbyJWT,ChinaforMaxam,withinthecategory:Health.CaptionDon'tletgermssettledown.AgencyNetwork:JWTPublished/Aired:November2012Posted:November28,2012AdvertisingAgency:JWT,Shanghai,ChinaCreativeDirectors:YangYeo,ElvisChau,HattieChengCopywriter:ChanfronZhaoArtDirectors:DannyLi,HaoxiLvPhotographers:SurachaiPuthikulangkura,KingkongIllustrators:SurachaiPuthikulangkura,SupachaiU-RairatProductionHouse:IllusionProductionHouseProducers:SomsakPairew,AnotaiPanmongkolPrintProduction:LizaLaw,JosephYu,IsaacXu,ChivelMiaoMentosSpeechBubble,OnionCampaignDescriptionThementospurefresh"speechbubble"isatacticalaftermealcampaignthataimstoremindpeopletopurifytheirmouthsaftereating.Thecampaignraninstrategiclocationssuchasrestauranttrayliners,tablestandies,elevatorandpostersnearrestaurants.PrintadvertisementcreatedbyBBH,ChinaforMentos,withinthecategory:Confectionery,Snacks.CaptionLongtimenosee.Don'tletbadbreathdothetalking.Mentospurefreshchewinggum.AdvertisingAgency:BBH,Shanghai,ChinaCreativeDirectors:MaYinbo,CarolOngArtDirectors:LvHaoxi,ShiZiziCopywriter:MichelleWuIllustrator:LvHaoxiPhotographer:JeremyWongProducers:LinYilin,KenWangAccountManagemers:JoanneLiu,CecaaTianDeputyHeadOfPlanning:MyleneOneRetoucher:DiSolution謝謝！課程：形象思維形象思維形象思維是人類通過感知形象，即以視覺、聽覺、觸覺對外界進行認(rèn)知，進而對色彩、線條、形狀、聲音、結(jié)構(gòu)、質(zhì)感等表象進行分析、綜合、分解、提取、整合其內(nèi)涵屬性關(guān)系,再而進行聯(lián)想、想象和結(jié)構(gòu)性的重構(gòu),創(chuàng)造出完整的全新藝術(shù)形態(tài)，從而利用這種形象揭示事物的本質(zhì)屬性和事物的內(nèi)涵結(jié)構(gòu)關(guān)系。形象思維具有具體性、細(xì)節(jié)性、直觀性、可感性等特點。形象思維又通過表象、聯(lián)想和想象的方式來表現(xiàn)。表象是人們對以往曾感知過的事物的一種主觀反映——印象，它不僅帶有事物的客觀屬性,同時帶有人的主觀色彩。人們在認(rèn)知事物時，總是要把自己的主觀意識在事物客觀真相的基礎(chǔ)上進行尖銳化或整平化地加工，進而再造出事物的“表象”。聯(lián)想是根據(jù)事物之間具有接近、相似或相對的特點，進行由此及彼、由近及遠(yuǎn)、由表及里的一種思考問題的方法。它是通過對兩種以上事物之間存在的關(guān)聯(lián)性與可比性，去擴展人腦中固有的思維，使其由舊見新,由已知推未知，從而獲得更多的設(shè)想、預(yù)見和推測。聯(lián)想又可分為相似聯(lián)想、相反聯(lián)想和相關(guān)聯(lián)想。相似聯(lián)想是對性質(zhì)、外形有某種相似的事物表象進行聯(lián)想。DHAEnhancedMilkChineseCampaignPrintadvertisementcreatedbyMcCann,ChinaforDHAEnhancedMilk,withinthecate