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品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷

時間：2019-03-15 11:26:01

文章發(fā)布：李陽

原創(chuàng)作者：未知

來源：優(yōu)設(shè)

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

想持續(xù)不斷地產(chǎn)出創(chuàng)意，必須掌握科學的高產(chǎn)方法。今天總結(jié)了6個常用的創(chuàng)意方法，附上真實案例，特別有實戰(zhàn)意義。

下面我們翻開秘籍第一頁，欲練此功，必先自……不對，必先自己搞明白什么是創(chuàng)意。創(chuàng)意是創(chuàng)造意識或創(chuàng)新意識的簡稱。它是指對現(xiàn)實存在事物的理解以及認知，所衍生出的一種新的抽象思維和行為潛能。從文字的理解，“創(chuàng)”——創(chuàng)新、創(chuàng)作、創(chuàng)造?！耙狻薄庾R、觀念、智慧、思維。

對于創(chuàng)意的產(chǎn)生，很多人甚至以為創(chuàng)意是出生時系統(tǒng)自帶的，天賦基因。還有一些人以為是大家聚在一起吃著零食還哼著歌，突然就被創(chuàng)意劫了?！?頭腦風暴 ” 確實可以碰撞出來很多好的創(chuàng)意點，但不是漫無方向的發(fā)散思維就行，在進行“ 頭腦風暴 ” 之前需要提前做好充分的功課，而這時候?qū)Ⅲw現(xiàn)出單兵作戰(zhàn)的重要性，“廣告創(chuàng)意”是一門關(guān)于“引起好奇、驚嘆和關(guān)注的科學”，很多的創(chuàng)意是學習了大量作品后遵循規(guī)則的產(chǎn)物，不是隨便開個會就能“ 頭腦風暴 ” 出來的奇思妙想。

那么傳說中的Big idea大部分是怎么來的呢？

創(chuàng)意寶典第一式——夸張大法

將所宣傳的對象特性的某個方面進行過份夸大，以加深或擴大這些特征的認識。文學家高爾基指出：”夸張是創(chuàng)作的基本原則。”通過這種手法能更鮮明地表達出對象的特點。此類創(chuàng)意比較直接，具體發(fā)散方式分兩步：

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

HUGGIES（好奇）尿不濕把草地和海洋都吸干了，細水性能果然夠強勁。這兩則廣告直接夸張產(chǎn)品的功能——吸水，使畫面?zhèn)鬟_的主題信息非常清晰。寶寶用了這樣的尿不濕睡覺，媽媽肯定放心了。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

想偷拍姑娘還擔心被發(fā)現(xiàn)，不想有此尷尬的話，OMAX廣角鏡頭幫你解決這問題。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

真實的打印效果。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

看的遠，看的清晰，就像在眼前一樣。適當?shù)目鋸堄肋h是廣告表現(xiàn)的成功法寶。

創(chuàng)意寶典第二式——對比大法

對比的手法主要分兩種，一種是把兩種不同事物或同一事物的兩個方面放在一起相互比較，從對比所呈現(xiàn)的差別強調(diào)產(chǎn)品的性能和特點，給消費者以深刻的視覺感受。而另一種則是同行業(yè)的對比，常見于各大對手企業(yè)的廣告創(chuàng)意撕逼大戰(zhàn)中，即所謂的競爭性營銷，但這并不阻礙好創(chuàng)意的誕生。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

2011年嘎納廣告節(jié)的全場大獎《天堂與地獄篇》的Idea即是如此,這個Idea便用一種對比的方式去呈現(xiàn)新秀麗旅行箱的堅固。旅程中，旅客在享受著天堂般的待遇，行旅箱卻遭受著地獄般的折磨，旅途結(jié)束，行旅箱完好無損地回到旅客手中”。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

剃毛器廣告：這是一組相當有內(nèi)涵的廣告，這支廣告由對比圖組成，一邊是毛背心一邊是美女的秀發(fā)，哪一邊的男人更有吸引力，答案不言而喻。

打擊競爭對手的廣告如果創(chuàng)意點不夠巧妙的話很容易玩火自焚，比如近期的某專車在打擊某U的廣告中，便把自己搭了進去引來罵聲一片。但是此類手法也誕生出了很多經(jīng)典廣告。比如可口可樂VS百事可樂，寶馬VS奔馳等。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

2014萬圣節(jié)百事可樂在萬圣節(jié)做了一個廣告諷刺可口可樂，結(jié)果被可口可樂用同樣的廣告反擊。第一幅圖，百事可樂的意思是穿著印有可口可樂的披風是用來嚇唬人的！第二幅圖，可口可樂的意思是，百事可樂是平凡的，平凡的人渴望當英雄，所以穿上了可口可樂的披風！可口可樂象征著英雄。

創(chuàng)意寶典第三式——擬人大法

擬人是指根據(jù)想象把物當作人，把抽象的概念當作人來描寫。在具體的設(shè)計中，有兩種方式，即擬外形或擬行為，可以通過某些可笑的動態(tài)、外貌、情節(jié)等非常有喜感的表現(xiàn)出創(chuàng)意的觀點。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

干掉那個“迷你的你”！——Acerca健康中心

把小肚腩擬人化為一個小版的你并展示在三個不同的環(huán)境中，幽默詼諧的傳達出了肥胖帶來的困擾。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

狗理通人理，它跟你只是為了吃得好——Frolic狗糧廣告。用三只土豪汪星人的性福生活展示出了狗糧的重要性，形象表現(xiàn)到位，讓人忍俊不禁。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

當你的老板在一旁盯著的時候，估計你是不敢偷懶的。上好佳黑茶飲料讓你時刻保持清醒~

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

動物們，放開那個盤子！這是sunlight洗碗劑的廣告，味覺本來是一個很難具象化的概念，通過擬人的手法，很直接的傳達出了產(chǎn)品的功能。

創(chuàng)意寶典第四式——比喻大法

比喻就是“打比方”。即抓住兩種不同性質(zhì)的事物的相似點，用一事物喻另一事物。比喻的結(jié)構(gòu)，一般應(yīng)由三部分組成，即本體(被比喻的事物)、喻體(作比方的事物)和比喻詞(相似點)。構(gòu)成比喻的關(guān)鍵：比喻的事物與主題沒有直接的關(guān)系，但是某一點上與主題的某些特征有相似之處，因而可以借題發(fā)揮，進行延伸轉(zhuǎn)化。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

本體：睡袋

喻體：床

相似點：功能

為說明睡袋的舒適度。把床打包成了睡袋的形狀，借用床的舒適性去影射此睡袋的舒適度是多么的高。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

本體：冰淇淋

喻體：花／植物

相似點：味道

純正的味道是什么樣的？當然是剛生長出來的，BigGulp冰淇淋用天然的食材制作出美味的食品。把產(chǎn)品比喻成對應(yīng)口味的植物來證明我們是原味的。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

本體：創(chuàng)可貼

喻體：拉鏈

相似點：閉合

創(chuàng)可貼的功能是什么？當然是愈合傷口，但是怎么才能體現(xiàn)出創(chuàng)可貼下的傷口痊愈了呢，設(shè)計師把創(chuàng)可貼比喻成了拉鏈，一下就直觀多了。

創(chuàng)意寶典第五式——逆向思維大法

誰說廣告一定要玩命的夸產(chǎn)品好？有時候你可以換一條思路，逆行經(jīng)脈，反其道而行之。創(chuàng)造性地呈現(xiàn)一些如果用了不好的產(chǎn)品產(chǎn)生的負面后果或者使用產(chǎn)品的極端后果，往往可以加強消費者對產(chǎn)品功能的認可。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

家里房子的漆會像上了年紀的人的皮膚一樣下墜。這個悲慘的事實提示你：用墻漆一定要用好墻漆！

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技

WMF刀具——不好意思，太鋒利了，沒控制住。顧客不是要鋒利嗎？那就別滿足于切菜斬肉，人家刀口斷砧板給你看。

互聯(lián)網(wǎng)時代的到來使得品牌在營銷活動中要不斷開創(chuàng)新的傳播形態(tài)來滿足品牌日益擴張的需求，便出現(xiàn)了H5頁面和社會化營銷等方式，這些要么有互動要么搞笑有趣的傳播方式比以往單純的平面更容易吸引到用戶的注意力和參與度。那么傳統(tǒng)廣告要怎么進化才能去適應(yīng)這新時代繼續(xù)吸引自己受眾的眼球呢？我這還有大招。讓受眾人群不注意這樣的廣告都難。

創(chuàng)意寶典第六式——環(huán)境媒體大法

所謂環(huán)境媒體廣告，可以說是傳統(tǒng)平面廣告的升級版，而升級的點就在于它將傳統(tǒng)平面廣告與周圍環(huán)境巧妙結(jié)合，在產(chǎn)品特點和信息載體間找到極好的結(jié)合點，以獨特的、打破固有觀念的創(chuàng)意吸引受眾注意。環(huán)境媒體的殺手锏其實就是盡量刺激用戶主動擴散，讓品牌與用戶之間互動起來。把用戶作為渠道，讓用戶自己去感受，去參與，在不知不覺中接受這個品牌。從而形成了品牌愛好和品牌認同，之后消費者自然會去購買該品牌的產(chǎn)品。每個能夠激發(fā)用戶拍照發(fā)朋友圈的設(shè)計都能為你帶來新一輪的傳播。

品牌寶典！6個超實用方法幫你創(chuàng)意高產(chǎn)不斷-藝源科技