《品牌策略與設(shè)計(jì)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(dòng)。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(qiáng)烈的創(chuàng)新意識(shí)驅(qū)使下，通過(guò)綜合運(yùn)用各種思維方式對(duì)頭腦中的知識(shí)、信息進(jìn)行新的思維加工組合,形成新的思想、新的觀點(diǎn)、新的理論的思維過(guò)程。簡(jiǎn)言之，凡是突破傳統(tǒng)思維習(xí)慣，以新穎獨(dú)創(chuàng)的方法解決問(wèn)題的思維過(guò)程，都可以稱(chēng)為創(chuàng)造性思維。這種獨(dú)特的思維常使人產(chǎn)生獨(dú)到的見(jiàn)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(chēng)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(chēng)呼他為垂直思考，它按照一定的方向和路線，運(yùn)用邏輯思維的方式，在一個(gè)固定的范圍內(nèi)，面向縱深即垂直方向進(jìn)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(jìn)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(diǎn)是思考的深度而不是廣度，它要求思考問(wèn)題的人目標(biāo)集中、用心專(zhuān)一。例如在廣告調(diào)研的過(guò)程中，對(duì)于環(huán)境、市場(chǎng)、競(jìng)爭(zhēng)者、消費(fèi)者的分析過(guò)程中，如果沒(méi)有深入的分析、研究與思考過(guò)程,就沒(méi)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(shí)候會(huì)是有規(guī)律的，有時(shí)候會(huì)是無(wú)規(guī)律的。直線思維在一定意義上說(shuō)來(lái)屬于靜態(tài)思維，曲線思維屬于動(dòng)態(tài)思維。直線思維在思維的過(guò)程中，會(huì)根據(jù)以往的經(jīng)驗(yàn)來(lái)決斷某件事，因果關(guān)系明確。（也就是俗話(huà)說(shuō)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(cè)的、程序化的方向進(jìn)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(wèn)題的答案。水平型思維方式是指在條件接近的情況下，對(duì)相似事物的發(fā)展情況進(jìn)行比較，從中找出差距，發(fā)現(xiàn)問(wèn)題，然后再提出解決方法的一種思維活動(dòng)。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(tuán)中國(guó)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(chēng)水平思維，是為了避免垂直思考的缺點(diǎn)而產(chǎn)生的，尋求打破僵硬的常規(guī)，從中逃脫出來(lái)，是一種相對(duì)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(gè)問(wèn)題本身想四周發(fā)散，指向不同的答案，發(fā)散思維又稱(chēng)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(lái)思考問(wèn)題，以求得解決問(wèn)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(wèn)題的方案。這種思路好比自行車(chē)車(chē)輪一樣，許多輻條以車(chē)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(kāi)放型的思維。美國(guó)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(jìn)行各個(gè)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(chēng)擴(kuò)散思維或多向思維。主要用于創(chuàng)意構(gòu)思的初級(jí)階段，是展開(kāi)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(yùn)用發(fā)散思維？（1）.尋找發(fā)散點(diǎn)（興奮點(diǎn)）：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(diǎn)為中心朝各個(gè)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(gè)方向，要尋求變化，舉一反三，觸類(lèi)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(duì)每個(gè)想法不宜過(guò)早加以限制或予以評(píng)定，不求全責(zé)備和亂加否定。（先想出來(lái)再說(shuō)）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(tuán)中國(guó)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(jué)思維，逆向到形象，任何一個(gè)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(yùn)用才構(gòu)成一個(gè)成熟又成功的創(chuàng)意。綜合思維的模式本身并不是一種獨(dú)立的模式，它是上述種種模式有機(jī)的結(jié)合,揚(yáng)長(zhǎng)避短，共同起作用。它必須遵循幾條原則：競(jìng)爭(zhēng)性：這是最重要的一條。商場(chǎng)如戰(zhàn)場(chǎng)，廣告是先鋒，在沒(méi)有餓狼的地方，羊群的體質(zhì)也明顯下降。競(jìng)爭(zhēng)的存在，讓廣告充滿(mǎn)活力，廣告是競(jìng)爭(zhēng)的手段，不體現(xiàn)競(jìng)爭(zhēng)性怎么行？“飛亞達(dá)”表業(yè)有限公司，一句“一旦擁有，別無(wú)所求”將國(guó)內(nèi)其它手表品牌含蓄的至于千里之外，中國(guó)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(jìng)爭(zhēng)”。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(diǎn)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(méi)有創(chuàng)新，廣告根本不成其為廣告，因?yàn)樗鼤?huì)發(fā)現(xiàn)自己實(shí)在沒(méi)有打動(dòng)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(yáng)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(jué)思維直覺(jué)思維直覺(jué)思維是在已經(jīng)獲得的經(jīng)驗(yàn)、知識(shí)的基礎(chǔ)上，憑思維的“感覺(jué)”直觀地把握事物本質(zhì)和規(guī)律的思維方式。直覺(jué)思維在創(chuàng)新思維中占據(jù)重要位置。直覺(jué)思維是在堅(jiān)實(shí)的理論基礎(chǔ)、敏銳的觀察力、豐富的經(jīng)驗(yàn)與高度的概括力及形象、邏輯思維的積累基礎(chǔ)上,憑人類(lèi)的知覺(jué)用猜測(cè)、跳躍、壓縮思維過(guò)程進(jìn)行的快速思維方式。它屬于潛意識(shí)思維，因此直覺(jué)思維也稱(chēng)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(shí)和快速等特點(diǎn)。直覺(jué)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(lái)的,廣告創(chuàng)意人員不能夠完全寄希望于靈感的眷顧,直覺(jué)思維的靈感是來(lái)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(jué)思維是指思維對(duì)感性經(jīng)驗(yàn)和已有知識(shí)進(jìn)行思考時(shí)，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(jué)思維具有突發(fā)性、偶然性與不合邏輯性的特點(diǎn)。(1)突發(fā)性——突如其來(lái)，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(jìn)行，可以是荒誕、怪異、幻視、變形等等。在廣告創(chuàng)意中，直覺(jué)思維常常是沖擊傳統(tǒng)觀念、突破思維定勢(shì)、打亂邏輯規(guī)則，它運(yùn)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(lèi)創(chuàng)意雖然會(huì)有一些風(fēng)險(xiǎn)，但往往能夠達(dá)到標(biāo)新立異、出奇制勝的效果。直覺(jué)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(jué)思維的形式。大體上可以分為想象式直覺(jué)和靈感式直覺(jué)兩種。1.想象式直覺(jué)想象是指人們?cè)谀承┮延胁牧虾椭R(shí)的基礎(chǔ)上，讓思維自由神馳，或通過(guò)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(guò)程。例如聯(lián)想，它有四個(gè)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(duì)比律，例如:“白天一黑夜”；3.類(lèi)似律，例如:“鳥(niǎo)類(lèi)一飛機(jī)”；4.因果律，例如:“磨擦一生熱”；2.靈感式直覺(jué)靈感是指人們?cè)诔x究某個(gè)問(wèn)題正苦于百思不得其解的時(shí)候，由于受到某種偶然因素的激發(fā)，產(chǎn)生頓悟，使問(wèn)題迎刃而解。這好似“山重水復(fù)疑無(wú)路，柳暗花明又一村”。在西方，有人把它看成是一種“直覺(jué)”，一種潛意識(shí)的活動(dòng)。我們?cè)趶氖略O(shè)計(jì)活動(dòng)時(shí)也可能有這樣的體會(huì)：有時(shí)即使苦思冥想，絞盡腦汁，也一無(wú)所獲，但就在這山窮水盡的時(shí)候，經(jīng)由某種機(jī)緣的觸發(fā)頓時(shí)茅塞頓開(kāi)，產(chǎn)生某種新的意念。這種情況就像人們常說(shuō)的“踏破鐵鞋無(wú)覓處，得來(lái)全不費(fèi)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(diǎn)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(shí)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(gè)人戴上一只眼罩，奧格威回憶說(shuō)，“我想了18種方法來(lái)把有魔力的“佐料”加進(jìn)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(gè)方案而贊成用另外一個(gè)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(jìn)一家店花了一塊五毛錢(qián)買(mǎi)了一只眼罩。這個(gè)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(dòng)，打獵、高級(jí)酒會(huì)….將穿海賽威襯衫的高檔、精英、獨(dú)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(kāi)始聲名大噪，銷(xiāo)售飆升。但它使哈撒威牌襯衫在過(guò)了116年默默無(wú)聞的日子后，一下子走紅起來(lái)。它為什么會(huì)成功，我大約永遠(yuǎn)也不會(huì)明白。在對(duì)香煙市場(chǎng)進(jìn)行深入的分析和深思熟慮之后，李?yuàn)W?貝納完全突破了限定的任務(wù)和資源，對(duì)萬(wàn)寶路進(jìn)行了全新的“變性手術(shù)”，大膽提出：將萬(wàn)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(wàn)寶路形象:包裝采用當(dāng)時(shí)首創(chuàng)的平開(kāi)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(wàn)寶路香煙廣告不再以婦女為主要訴求對(duì)象，廣告中一再?gòu)?qiáng)調(diào)萬(wàn)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(guó)西部牛仔為品牌形象，吸引所有喜愛(ài)、欣賞和追求這種氣概的消費(fèi)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(yáng)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(duì)于習(xí)慣思維而言的，也就是從相反的方向來(lái)考慮問(wèn)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(shí)我們的創(chuàng)意會(huì)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(guò)來(lái)思考問(wèn)題，是用絕大多數(shù)人沒(méi)有想到的思維方式去思考問(wèn)題。運(yùn)用逆向思維去思考和處理問(wèn)題，實(shí)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(shí)，不妨嘗試一下逆向思維法，打破原有的思維定勢(shì),反其道而行之，開(kāi)辟新的境界。某牙膏的平面廣告，設(shè)計(jì)者采用逆向的設(shè)計(jì)思維方式，沒(méi)有從正面宣傳該品牌牙膏的優(yōu)良品質(zhì)，而是用一個(gè)幾乎沒(méi)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(hù)牙齒的概念看上去似乎背道而馳，但通過(guò)仔細(xì)分析我們可以得出這樣的認(rèn)識(shí):人的牙齒正常地脫落屬于自然規(guī)律，誰(shuí)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(lèi)通過(guò)感知形象，即以視覺(jué)、聽(tīng)覺(jué)、觸覺(jué)對(duì)外界進(jìn)行認(rèn)知，進(jìn)而對(duì)色彩、線條、形狀、聲音、結(jié)構(gòu)、質(zhì)感等表象進(jìn)行分析、綜合、分解、提取、整合其內(nèi)涵屬性關(guān)系,再而進(jìn)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(diǎn)。形象思維又通過(guò)表象、聯(lián)想和想象的方式來(lái)表現(xiàn)。表象是人們對(duì)以往曾感知過(guò)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(shí)帶有人的主觀色彩。人們?cè)谡J(rèn)知事物時(shí)，總是要把自己的主觀意識(shí)在事物客觀真相的基礎(chǔ)上進(jìn)行尖銳化或整平化地加工，進(jìn)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(duì)的特點(diǎn)，進(jìn)行由此及彼、由近及遠(yuǎn)、由表及里的一種思考問(wèn)題的方法。它是通過(guò)對(duì)兩種以上事物之間存在的關(guān)聯(lián)性與可比性，去擴(kuò)展人腦中固有的思維，使其由舊見(jiàn)新,由已知推未知，從而獲得更多的設(shè)想、預(yù)見(jiàn)和推測(cè)。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(duì)性質(zhì)、外形有某種相似的事物表象進(jìn)行聯(lián)想。DHAEnhancedMilkChineseCampaignPrintadvertisementcreatedbyMcCann,ChinaforDHAEnhancedMilk,withinthecate