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走进第48届嘎纳广告节作品展示大厅,满目“创意”扑面而来,令人应接不暇,不得不感叹其创意之高明。其实,创意的结果就象跟一位初次见面的人聊天,你想他能够记得你,那你就得特殊点。如果你们能彼此深入了解,有深刻的谈论,最后还留下意味深长的话题,这样一辈子也许忘不了你。本届嘎纳创意就是”三深”“二化”“一性”的思维方式的延续。一、“三深”:“深入发现”“深刻联想”“深度策略”1、深入发现,就是在人们所熟悉的环境中寻找常人不易感知的细节——这一点很像自然学家发现大自然奥秘的经典诀窍。在创意过程中,抓住目标对象所熟知的事物作为创
Into the 48th Cannes Advertising Festival works exhibition hall, everywhere “creative” blowing, it is overwhelmed, had lamented its creative and sophisticated. In fact, the result of a creative conversation is like chatting with someone who first met you, and you want him to remember you. Then you have to be special. If you can get to know each other in depth, have a deep discussion, and finally leave meaningful topics, so life may not forget you. Cannes this creative is the “three deep” “two” “oneness” way of thinking continuation. First, the “three deep”: “deep discovery” “profound association” “depth strategy” 1, in-depth discovery, is to find people in the familiar environment is not easy to perceive the details - this is much like naturalists found that nature Mysteries of the classic know-how. In the creative process, seize the target object is known as a thing