Can creativity be learned? For many, creativity is as mysterious as the supernatural. The explanations in the textbooks confuse people even more. In my opinion, creativity includes two aspects: one is an idea and the other is a method. Ideas, of course, must be innovative, not take the usual way, break the established rules, and then create new cognition. The method is to turn ideas into executable plans and implement them one by one.
Advertising creativity is the science of arousing curiosity, amazement, and attention—communicating in unexpected ways that make most people understand and engage them.
And most of the advertisements we see on weekdays are often difficult to meet such standards, either incomprehensible or unattractive.
From a scientific point of view, there must be telemarketing list some commonalities and laws in the operation and generation of creativity.
If you've worked with professional creatives, it's not hard to see that they have a higher yield than amateur creators. This is because the thinking patterns accumulated over the years allow their brains to find more possibilities.
Goldenberg, an American creative researcher, once telemarketing list summarized these common laws into six templates: analogy, extreme, consequence, competition, dimension change and effect.
He researched a large number of award-winning ads and found that 90% of the best creatives used these six templates. Similar to all kinds of artistic creation, whether it is a movie or a novel, before you reach a higher level, you might as well learn the most basic templates. These templates ensure you have the quickest way to shift your thinking and solve creative challenges.
In order to facilitate understanding and memory, I have remade the names of these six creative templates and called them:
go to extremes
Who is better than cattle;
Combining these six templates, this article selects works from international awards such as the Cannes Advertising Festival in France and the New York Advertising Festival in the United States as examples. These works represent the authoritative level recognized by the world, and they will help you understand these six templates more intuitively. .
Can creativity be learned? When you are puzzled, you might as well "pick up" these six keys of thinking, and maybe the door of the goddess of inspiration will open for you immediately.
1. Example The Pictorial Analogy Template
Instead of talking about the product directly, it is better to give an example to show the characteristics of the product.
Just like the form of reasoning, there are some identical or similar properties of two objects, infer that they may also have the same or similar points in other properties, and then visualize them. You can find more than one example to express, the richer the example, the more vivid the interpretation.
Suppose you want to make a proposition: " How to highlight the safety of the product? "
First of all, what is the symbol of "safety" in the public mind? What imagery can be matched? Hard hats, safes, fingerprints, traffic lights?
Then think about which aspect of the product (such as product packaging, logo, shape, etc.) can be associated with a certain "safety" symbolic element?
Create a new image that creates a direct visual correlation between product features and safety imagery .