电视广告创意的具像化呈现

On the Visual Presentation of TV Advertisements' Creativity

创意是电视广告的灵魂和生命。它是在对企业产品、营销市场、目标消费者、品牌形象等市场元素分析的基础上,形成独特的创意概念,然后运用影视语言结构和新颖独特的表现表达形式,把抽象的创意概念“翻译”成视觉、听觉等多种感觉符号的思维方式。优秀的电视广告创意,以对创意概念的关联性、原创性、震撼性地具像化艺术呈现,吸引了人们的注意,诱发起消费者的购买欲望,最终实现了电视广告的营销目标和传播目标。

Creativity is the soul and life as far as TV Advertising is concerned, which is a mode of thinking that translates creative ideas, on the basis of market elements such as products, marketing, consumers and brand images and the like, into audio-visual symbols by way of TV language and novel expressive forms. An excellent creativity of TV advertising, visually presenting the creative concepts of artistic relevance, originality and impact, can attract people＇s attention, induce their purchase desire and achieve the ultimate marketing and transmission goal of TV advertising.