Creative decoder - real classics ------ read! Not lazy! Good!

 Creative decoder - real classics ------ read! Not lazy! Good!
Selected from hundreds Lu Shen, One day, the Taipei residents found out that: In the city the top floor of a tall building have a new listing of four-wheel drive sport utility vehicle, truck tires under the car is showing signs of opening up the bottom.
big banners : The Ford's new car market to constitute a of the visible) on this information: After the launch of a commercial film:
the minds of the audience saw a bumper is a brand-name power limousine into an alley, then are back out.
when the escape into the later, but no back out. Why?
viewers look forward to an answer.
screen takes viewers to the alley, the alley at the bottom to see that there are a wall, but the escape was gone, leaving only the escape exit in the wall trace of the wall line and the word has the ability to climb steep slopes.
】 【p01 enigmatic type of a mass confusion, leading into the vat
In Taiwan, the ideology of advertising do advertising, so many people do not understand, often becomes a topic.
ZTE department store posters, Zhang are exquisite works of art, words and philosophical terms Espresso, visual aesthetics, and often had a sense of mystery, people are enigmatic, own style. but also shaped the department store ZTE own style.
recently by a series of ads, the text reads: one, showing the Red Decipher the illusion, but also is a boutique advertising inscrutable.
type】 【f02 backing prominent family background background, the Department of famous door
Although hierarchy of olive oil, but the same grade in different brand, the quality is difficult to distinguish.
a brand in Taiwan, moved out of place of origin , is Italy's classical architecture, art, magnificent churches, coupled with classical opera music, so a bottle of olive oil as the culmination of art in general, so that similar goods have become mortal.
extraordinary patron of goods with value , the price of course, can also increase the.
in the wine, the use of this and the signs, constitute the territory
in the world, as long as the outside to see the towering yellow m sign to know that there is The three, m has become a totem.
past McDonald's have a baby to see out the window m mark to the classic smile, has a new ad films, is the kindergarten children in the study 1.2.3.4h. figures, think 3 is inverted, and should be m son. At this time McDonald's music (the sound is also a totem) from mono into a chorus. Everyone saw the reaction of the innocent children will smile, I do not know do not Once again feel the worship of the totem.
continuously strengthen the brand's totem, perseverance, it will naturally accumulate a brand of Mercedes-Benz screen as a totem, in the public mind the impression of too deep, and that any goods are not easily symbol of the cowboy as a symbol.
Rebellious】 【p02 subversion holds-barred, stand out
Although only a handful of young d in spring, it will eat a doping as not care to wear beads, etc. on a family synonymous with taboo, so that older generation of people see, I saw old people, teachers, parents or a more conservative family, young people like to see in the eyes, shook his head. advertising on behalf of young people, saying: different perspective on the New World, at once caught a young person's heart, but if you do too much, let the elderly resentment aroused public criticism, both forms of communication do not let the market segment is too small, so practices to be at stake.
】 【f03 can not avoid the ubiquitous type, dropping into people's minds is this type
Coca-Cola ad. in many American cinema, a large outdoor advertising Coca-Cola, vending machines, there are often very casually Behind the main character, so you feel it class forms of advertising, by the ubiquitous product in the fragments of people's lives highlights, showing products and trademarks of power far and wide.
Coca-Cola every few years, young people will come to a set of hand-held global Coca-Cola bottles, along with Advertising chorus of goods is not an area of Advertising effectiveness is also an important factor in the decision.
put the amount of, on behalf of the contact surface Guangxia advertising and exposure to the strength of frequency.
spell enveloped type is being used in advertising to increase the frequency of information effective method in the same sentence in the ad, slogans, product name already repeat, or advertising with catchy songs, has a hypnotic effect.
In the past, Taiwan has a cold medicine ad, repeat the name again , with overwhelming advertising, although everyone was tired, but like a spell, when you go to pharmacy to buy cold medicine, the mind to remember the brand. known There is also a drinking water brand called .
】 【p03 gravity hit subvert the cognitive model, this type of advertising is a shock the audience with shocking
.
years ago, the British public to have a call: ; the ad, the first twenty seconds I saw wearing a fur supermodel walk the runway, the audience gathered celebrities, finally, supermodel turned around, splashed with blood under the fur, striking scared, his face splashed the audience are all blood, and everyone will remember as long as the read time, probably no longer afraid to wear a fur coat.
recently saw a print ad urges people to quit smoking, ashtrays made to look like the lungs, cigarette butts point in which the effect is scary.
practical ideal type】 【f04 qulity, innovative products the world
business owners are often the ideal and the will to practice. the most exposure to advertising, the Example: A few years ago began to in product design also greatly different, re subvert the market, leading the trend in computer design.
When this concept to the public announcement, Apple Computer launched a U.S. advertising sixty seconds, the screen appears in Einstein, Picasso, Duncan, Gandhi, Ali, and so the great figures of the documentary film clips, narration, had this to say: rules in the lack of coordination, is to have different views on things, they are the rule breakers. You can quote from their point of view, or do not agree with him, proud of them, or despise them. The only can not be ignored things: is ignore them because they changed the world, making human progress. when people see them as crazy, now regarded as a genius, because different who want to change the world, just as you chose Apple. > > borrow people familiar with the historical allusions in the hero or famous as an advertising element, with its years ago at the local election period, there is an ad film, the theme is to encourage the public because vote-buying, Justice Bao as advertising characters, and made posters, the arbiter of the spirit to undertake, and can be regarded as the. Europe's print ads, like a quotation, motto, or the great people in mind style, grafting to their brands, appropriation.
【Type】 p04 original strength of the Immortal, the task itself force.
forces of nature in people's hearts will always be huge. Taiwan, one brand of milk, to borrow the earth wilderness, clean air, springs of living water, the brand to whitewash it, to make people feel: milk Among the quality, incorporating the essence of heaven and earth, producing excellent results.
whiskey brand in Japan also has to natural waves of grain, water, fire, nature and life, friendship, together, to ordinary product life in the eyes of any person have to be great.
believe that many advertisers have seen a British Airways advertising, the world's wilderness, desert, different ethnic groups makes up the eyes, mouth, ear, nose, and finally combined constitute the smiling faces, symbolizing the fusion of the world, almost all of the pictures are aerial photography, the combination of nature and people together. is this type of classic.
【F05】 progressive layers of analysis-based technology, to fully grasp
With the advances in technology, human applications, more sophisticated and more and more in-depth.
on the ad film production, digital post- operations, also use the technology, not seeing the meat to the layers of analysis of the world, and strengthen the brand and the professional level products.
Robust pure water have used this approach to the performance of water particles through the second subtitle seventh layer of filtering process. not only for customers peace of mind, trust, and also made considerable status.
lotion type products so that consumers read how the clothes detergent fiber cloth to achieve decontamination effect, layers of analysis, explained in simple terms, together with statistics of corroboration, resulting in a good persuasive.
similar to the way in shampoo, detergent, air conditioning, whitening cream, as well as sanitary napkins, gastrointestinal medicine, etc. product advertising, often used.
experience first type】 【S05 past success, corroboration from the past future
This is the contribution of the results it is seen now, and so on to the future is bound to have very successful performance type.
many old and famous food, always stressed that he maintained a traditional style, but also the modern technology.
SINCE the trademark on certain years with goods, in addition stressed that he is a historical brand, but also implies that their seasoned, or auto advertising likes to insist he they stressed that he had the world-famous bridge, skyscrapers, international airport, underwriting, of course, protect your home today, let alone the future.
miracle type】 【P05 magic Midas touch, want
Spirit , as a little fairy magic wand, kitchen, bathroom immediately clean as new, and strengthen the used in commercials. increase the fantasy value of the goods.
Apple desktop computer, the screen with the CD-ROM drive one, stunning styling. ad in the plot, see the computer in the window, a passerby shaking his head on the computer, the computer shaking his head, tongue of a computer, the computer's CD-ROM are the same as the tongue sticking out. let the computer has to be one of the performances, and attracted a smile. to a new industrial design adds magic fun .
】 【F06 assert with certainty the type of setting authority of the legislature does not shake
positive tone, firm attitude, seems to be a necessary element of advertising. If the words of no confidence in themselves, how can we persuade others.
gastrointestinal drug advertising, often to be dressed in white (mistaken for a doctor) characters, place in a similar medical meetings, expert asserted that the tone, commanding tone, microscopic perspective, indicating excellent product, so special, that is representative of this type of advertising.
Taiwan has a ? by a consumer has the experience to cut iron nail down the tone of the customer asked: or consumers feel the weight of gouache wash their control by the more comfortable, or why bother it? so the success or failure of products, advertising, sometimes do nothing or not the focus of communication.
】 【S06 we say supportive word of mouth Well, some good
real life friends on a particular commodity has been in contact experience, if they say good! is the brand manager told me, based on their experience in the world, in the street have experience of consumers, the consumers of these vivid word of mouth, clip highlights into commercials, is the most effective ads. Later, we kind of painting by gourd with good results.
Procter & Gamble's Rejoice shampoo, a good few years made a series of ads in Taiwan are in the streets, find someone to live on campus in the shampoo, we onlookers passers-by or female students washing hair , washed and then compare the differences before washing, hair becomes beautiful Rejoice, and won everyone's praise, feeling that real and convincing. But my client is another way this is an expression of disgust, that detrimental to brand image.
【P06】 full of wisdom-based intelligence, increase the aura of goods sold
side, side back to the audience some , making the Years ago, a Taiwanese brand of a piano, that 】 universal principles, across time and space
many cross-brand : Chivas Whisky a picture, a word, you can access the world line of the image.
attractive beauty body image, coupled with the finishing touch of the sentence: How to comply with the local culture, translated out to knowing vivid, and sometimes headache for translators make.
】 【S07 standard type to change the rules to become a model
Master Kong instant noodles in the Taiwan market, with market leading brands the same price than the leading brand in quality is very much refined, is directly on advertising to tell consumers subsequently also led to other brands of sophistication. for the quality of Taiwan has set a new standard for instant noodles, and get a good reputation.
on marketing, brands can change the rules of the game are often the biggest winner.
【P07】 macro perspective uncommon type of vision, far-sighted future
ad, cute kids to see astronomy, swimming, access to the computer, play chess, background music, singing: ;, subtitles in the words of a philosophical, as I have a whiskey on the impact of advertising by: 40-year-old man, heart, dream, is still young.
P06 seems a I thought: The difference is the size and distance vision, right!
【F08】 every type of precision and meticulous detail, is perfect if every detail can
perfect combination must also perfect.
luxury brands The mechanical watches, often like to watch those exquisite handmade mm internal parts to super close-up display, to show the beauty of technology, but also show the quality.
newly listed PDA mobile phones, in addition to the use of ultra-realistic photography show cold cold Hyun aluminum exterior, full of confidence and high-performance image, they did not forget the function accompanied by a detailed introduction. because people who buy technology products, and now only about the form, function must also be on the sharp sense superior Paris, and jewelry in New York, the TV is Samsung. so the TV has also entered the list of popular.
If you want to catch and fashion line to star as a spokesperson for the most popular fast; or in the ad is full of popular symbol of the show, such as character costumes, makeup, hairstyles, scenes, props. and even advertising in the aesthetics, camera angles, editing on the sense of rhythm, music, fashion should be integration with the immediate, or even more edgy .
to Lipton tea bags of black tea, for example, it is a product of history, from time to time with the codes and fashion to maintain eternal youth.
】 【P08 exaggerated cartoon type show, there is no limit < br> For some time, Taiwan's food and beverage advertising does not make sense exaggerated fashion show, for example: the ad in a Popsicle, a bite students in the classroom, popsicles, frozen into the Iceman himself not only surrounded by the classmates frozen into the Iceman, and even school teachers also come frozen the Iceman. such a funny exaggeration of the plot, knowing all the audiences are information, will not be believed, it is easy to remember this is exaggerated advertising claims.
strap on her own trial, immediately think of br> a single appeal of advertising, often points to infinite exaggerated demands, so that creativity has a lot of space.
plain type】 【F09 meet calm, detached and objective
seen so many ads, there is a Support broadcast on cable television in Belgium, continuous light beginning to end a full 7 hours and 22 minutes, and prove that it's smoke-free, durable goods force, all public Akinobu, the answer is answered by the audience themselves.
the face of it very boring, and no creativity? but the idea of the excitement of that in its extraordinary
Cannes International Advertising Festival, I saw a car ad, cars called mobilization of hundreds of dancers, all kinds of stage effects to make a baby to each other head beauty, memory, though profound, but missed with the trophy.
recently that Hao Hua Daxiu style, Hollywood-style musical thirties advertising, the rise in Taiwan have the tendency of the factors is probably not the economy, the advertising community who want to depressed mood to add some excitement now.
【P09】 whimsical wild-type chaos, there is no logic < br> Hui Mei Mei's commercials if the studio, smiling quietly to the camera, and up pops a weirdo, and then they smoke a weirdo, so that the camera sits behind the big-time director fell to the ground, all these Frankenstein is an online video game from running out, and followed everyone into the gaming scene changed into a mess, their promises, said: is an online video game software, advertising, although the approach is not enough to do crazy, but with the elements of the patterns are also available by.
products to communicate with young people, usually of this type occurs ad.
refreshing type】 【F10 unprecedented, fresh new
Apple re-positioning to orange, purple, green jelly color computer five water in the air do a 360 degree roll, subversion of the past front of computer products in all seriousness it looks like, amazing. This way of playing is very consistent with a re-appearance brand attitude.
all the new products to market, advertisers are looking forward to make their products have a fresh audience experience. only in the performance of the pursuit of a fresh way, in fact, is very superficial, the real power remains to be derived from the product itself . Apple is a good example, without those colorful, breaking the traditional computer case, be difficult to support the freshness.
challenge cognitive】 【S10 straight to the point, completely crushed
Taiwan's auto market competition, have released all kinds of car incentives, including car loan 0 interest rate, required down payment also pays less and less, and even to pay the down payment you can not get the point of the car.
see an ad gentleman in the bank to withdraw money, another hearts softened the customer asked aloud: security or even a robbery that to happen. withdrawals customers confused the situation with care, said: in a very dismissive tone told him: cognition, performance practices, but also let the audience surprised.
【P10】 untouchable icon display type, you must bow to
KENZO is set in France, a Japanese designer fashion brand, its advertising mix the urban and natural beauty. has a new ad, I saw a beautiful body dodge general, feet do not touch the ground to walk on floating in the air floating rose among the flowers. music is the Mountain rain, full of Japanese Zen, while both modern aesthetics, so that the brand's style, extraordinary, high above.
, of course, can do this type of goods, the parties have sufficient detail on the quality, otherwise it will neither fish nor fowl. I think that ideology to Sunrise Department Store the plane made posters, many are of this type, characters, costumes are divorced from reality, cold gorgeous, stand out. Also a lot of luxury cars will be the use of such tactics, people have to worship.
【F11 】 integration into the world pretending to ordinary type, eliminating barriers
intel inside Pentium 4's extremely powerful, it appeared in the ad is that people in family life, whether adult or child, and let the images for Pentium 4 richer, learn more exciting, more vivid video clips highlights after the good life.
for many people, 3C complex high-tech products that have the distance, so there is no reason to help explain the functionality, integration into the plain to the actual contribution of life to advertising appeals, is so friendly fun, the original cold technology products, all of a sudden it dissolved into the lives of people.
type situation】 【S11 exaggerated create pressure to give the antidote
Pond's whitening Essence of the Day found that the reason, suggested that she use a really effective way of whitening so that eager to get the antidote.
type】 【P11 unheard of surprise, with new ideas
accustomed to affairs with a different point of view, perspective to see it, and often something of a surprise, with different values . For example:
Sampo ozone sterilization washing machine to tell the public, in the hotel, many people slept in each bed. In the ad, the time to overlap, and slept in bed all visitors to stack together. One can see a high-level hotel room, visitors are not a person to sleep in bed, but with many, many different people sleeping in the same bed, a dog, a drunk and so on.
This is often overlooked point of view, once the show in front of us is not a pleasant feeling on.
so Sampo washing machines in time for the public to find a solution: In the U.S. and European hotels are washed linens with ozone sterilization, and now, home The Sampo washing machines have the same function. so that everyone was relieved.
【F12】 override the same type of elite crown, Maria
25 years of excellence, Wine of the elite, in order to enhance their own position, took a , real knives, real horses. After a battle of wits, the party lost a bottle of Royal Salute Whiskey sent to the winner. ad said: cheers for the ultimate achievement.
implies, this wine is dedicated to one Master Master in person. who drink this wine, who is best of the Dai Guiguan.
top tycoon type】 【S12 community leaders, a long list of shining stars
Nissan Cefiro sedan traveling in the forest boulevard, the car who was promoted as for vehicle owners and car owners to see. a lot of high-priced goods advertising, through the user's position to raise their status.
】 【P12 a few different types of art treasures, unique
Wedding Customs in Taiwan, when the woman to send in the engagement cakes to family and friends reported good news. traditionally festive red. now favor Western-style cakes are gift boxes of cookies, packaging is designed to be very romantic. but do not deviate from the red color, for example: pink, pink, dates red and so on.
Mei Foods Company, according to market survey of women want their cake mm the ad said: not giving the blue line packaging, gift box will send a red gas.
type】 【F13 logical reasoning to persuade a rational, believable
for must do so. , with enhanced copy functions.
P & G's product advertising, and misguide the rational persuasion to take such people if believed, would act, than take the emotional route and effective advertising.
such as moon cake gift box Advertising: moon cake
people think it makes sense, they will naturally choose individual packages of moon cake.
type】 【S13 Panlongfufeng the same stage, sharing a unified glory
tea named imagination, coupled with Japanese-style prose writers, the foil in such an atmosphere, the value of a cup of coffee and become the extraordinary.
want Panlongfufeng, from the Otherwise, duplicity, neither fish nor fowl.
and
BenQ is a high-tech products, brands, advertising and general performance of high-tech products in different ways.
saw in the streets of New York, a person has been rushed to hospital, who are excited, the doctors and nurses all around the combat readiness, doctor stethoscope see his heart and found his blood all kinds of high-tech BenQ products, announced that he BenQ attempt to allow themselves to be on advertising, but only the British that they know ...