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Animal symbols in creative advertising

2019-11-12 来源: 51Due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- Animal symbols in creative advertising,供大家参考学习,这篇论文讨论了广告创意中的动物符号。二十世纪,影视中动物形象的诞生影响着社会价值观的传播,并潜移默化地改变着大家对世界的认知,这些动物符号发挥的作用更胜于传统广告。社会所呈现的消费特色与动物符号讯息的建构间具有密切的关联。广告业作为建构商品文化参考架构的重要起源,善于利用消费者感性诉求,促销商品或服务。因此,动物符号在广告创意中是非常重要的。

Animal symbol,广告中的动物符号,essay代写,作业代写,代写

Nowadays, it is a society of symbol consumption. The focus of mass consumption has already shifted from the material consumption of products to the consumption of social context. Advertising, as the driving force of consumption, focuses on attracting audiences with good ideas. Animal symbol plays an important role in advertisement creation because of its particularity. Its humor, auspicious implication, emotional resonance and unique personality are excellent sources of creative materials. In particular, modern people's high dependence on animals will further enhance the function of animal symbols.

Advertising is a modern word that traces its history back to the spring and autumn period and warring states period. However, the rise of China's advertising industry after the reform and opening up, after more than 40 years of development, the size of the world's second stable. The audience obtains the information from the advertisement, the advertiser obtains the benefit from it. At present, we exist in a space enveloped by advertisements, and can't escape from it from the moment we open our eyes. Why don't many people realize it? As a matter of fact, an adult can get thousands of advertisements every day from the Internet, elevators, outdoor places, etc. However, less than one in 1,000 will attract attention and be remembered. The works that stand out from the crowd are all creative. Therefore, creativity is an eternal winning magic weapon.

Animal elements are very common in advertising creativity. In the 20th century, David ogilvy proposed the "3B" principle of advertising creativity, beast is one of them. After more than 100 years of development, animal elements evolved into a symbol, reflected in the process of transmission. In addition, with the development of digital technology, there are more carriers for advertising, and animal symbols can be expressed in advertising works in a richer way.

Animals are the tools by which we know ourselves, carrying a symbolic projection of humanity at its centre.

In the mainstream culture, the popularity of animals and their derivatives in various fields is unprecedented, which reflects the psychology of modern people's dependence on animals. From an evolutionary perspective, humans and animals evolved from common ancestors. On the one hand, strong human treatment of vulnerable animals, the hearts of love and emotion burst out naturally; On the other hand, the image of most animals is cute and beautiful, which immediately captures people's heart while striking the weak part of human heart. What role did animals and their derivatives play in the pursuit of spiritual enrichment? The author will analyze from the following three aspects. The search for trust, the dependence on animals, is the emergence of the despairing pet dependence on human nature, and there are many different voices in the society. Utilitarian social atmosphere, weak mainstream values and lack of integrity are a major crisis faced by the society, which is manifested in almost every aspect of the society. Give sincere not response, people will become like a hedgehog. But what is missing must be made up for somewhere, and now animals are the best choice. It is a listener, a companion and, importantly, not a betrayer. Animals are endowed with human character and emotion, which psychologically replace human existence, and the two can no longer be separated.

Under the life environment of high pressure, animal element gives a person with cheerful with the high-speed movement that relaxes life gear, spirit string is stretched too tight, the characteristic of animal element humor, lovely can help a person release pressure in time, pull the life back on the right track. Some very common life phenomenon, the pet as children; Send friends circle with pet attention; Girls buy headdresses like cat ears and small antlers; Buy dinosaur hoodies, pajamas, etc. People are more likely to add joy to their lives through these little things.

Thanks to the developed Internet, young people do not need to rely too much on others to obtain survival information, and people become "net friends". The lone ranger has become the norm, and the source of happiness is mostly the product of new media platforms. Online chatting occupies more than half of interpersonal communication time. On WeChat, QQ and other social apps, emoticons can relieve the atmosphere and increase the fun. One of the most used and collected is the animal itself and animals for the elements of the cartoon image of this kind of emoji package.

The power of pop culture is that we are willing to classify ourselves as "actively disabled" or "invisibly poor," but not as "poor" or "disabled." With the coming of age of the post-00s generation, the generation's independence has become more prominent, and they don't need their parents to go to college. Do you not need company if you tend to be alone in life? The answer, of course, is no. Individual independence does not mean spiritual independence. Some people need the same kind of spiritual comfort but are too lazy to socialize. With the emergence of online pop culture, the public has long lost spiritual resonance and gradually becomes dependent.

It is worth noting that in recent years, "groups" represented by animal elements have been warmly sought after. The unique character of animals has been further exposed and excavated in the Internet age. Compared with the fragile human nature, animals are more noble. Therefore, people like to compare themselves to some kind of animal. Media people, aware of this psychological tendency, created a lot of hot words and cultures with animals as their elements, which were quickly recognized by the public. From "make delicate pig girl" to "big pig hoof" and "chong duck", these hot words reflect the rising status of animal elements.

The visual image of animals is presented in the way of personification. At the very beginning, consumers' emotions should be aroused to create psychological excitement and satisfy people's curiosity. Then, some human actions, expressions and clothes should be given to animals, which looks funny and makes people laugh. Animal body to show, so that the product increased attention.

Up to now, the construction of children's values no longer depends only on parents and teachers. Cartoons and Internet information also play an important role. Cartoon is the most intimate way of entertainment with children. Every generation has its own representative works, such as "legend of the rainbow cat blue rabbit seven" by the post-90s, "happy goat and Wolffy" by the post-00s, "bald head strong" and "peppa pig" by the post-10s. The philosophy of life conveyed by these animal symbols has planted a seed in the heart of the new generation. Children's age is more curious about animals than hot issues. The influence of advertising spirit conveyed by animal symbols on children is profound but must be treated with caution.

People will form a general impression of an animal over the years. Advertisers only need to skillfully use the audience's psychology of an animal to make them naturally accept the concept they have shaped. Once the animal symbol is associated with the animal itself, the audience will naturally associate with a fixed brand or product when facing the same image in the future, which is the so-called durability.

In the 20th century, the birth of animal images in "black cat sheriff" and "Tom and jerry" influenced the spread of social values and subtly changed a generation's perception of the world. These animal symbols play a more important role than traditional advertisements. Symbol consumption means that modern consumption society has added cultural and emotional factors. The buying behavior of consumers is irrational. The long-term influence of animal symbols on adults and the new generation is used to make an excellent case of emotional marketing combined with advertising works. Advertising practitioners have long paid attention to the use of animal elements in advertising creativity, what new changes have occurred in recent years?

At present, the main group of social consumption has experienced the era change of retail economy, Internet shopping and new retail combining online and offline. It can be seen that no matter how the consumption experience is upgraded, consumers attach great importance to the materialized experience. Otherwise, new retail will not be born and the retail industry will be completely banned. As the economy has grown, so has advertising, its closest relative.

In modern times, the use of animal images to "materialize" their brand image has increasingly become one of the successful ways for many businesses to establish a brand image, such as JOY, Tmall and netease koalas. After this kind of routine is no longer fresh, each advertisement advocate advocate had the idea of substantiate. At the moment, animals are given symbolic functions as brand image officers. Compared with the conceptual image drawn by virtual image, the entity is more convincing. On the one hand, it can be easily separated from other brands; On the other hand, increased brand exposure, shorten the distance of customers. When handled properly, intimacy and trust are strengthened.

The popularity of web celebrity bear and Pikachu represents a creative advertising campaign accepted by the public. Leaflets, audio promotion and other traditional forms of advertising flooding, even make the audience hate. But its cost is low, the effect is good in a short time, so cannot abandon. In order to eliminate these negative effects, cartoon doll clothing should be needed. People can easily refuse the leaflets from strangers, but it is difficult to refuse the lovely doll sent by the "surprise", especially the doll will act like a spoiled child. The charm of pleasure inherent in the doll dilates the discomfort caused by the advertising behavior, and the audience will even pay more attention to the advertising campaign out of curiosity. There's another irreplaceable advantage to using an animal doll -- it's natural. As long as not exceed the moment, can do some intimate action, such as pull people into the store, grab snacks. Although it is essentially a human operation, to the outside world this is just an interaction with cute animals with "human nature", so it will not be difficult to accept.

Douyin, micro video short video APP, with the popularity of "golden hair yolk", can talk "liu erdou", "detective cat" and "doudou pig" such as animal elements as the protagonist of the short video bloggers. According to the purpose of creation, short video can be divided into entertainment and marketing. One is that users initially make original video with the purpose of showing off pets, entertainment, following the trend or other pure purposes, and they inadvertently have an exclusive fan group. Then they turn the creation of video into an interest and responsibility, and thus a new type of KOL is born. Alipay to promote the experience of gold service, please "liu erdou" to do publicity. The cat stole the fish to carp jump longmen to carp, clever will pay treasure annual surplus game into the short video, with a vivid story to cover the profit purpose of advertising. The works of late original bloggers will eventually become the position for advertisers to publicize goods or services; the other is an account created by advertisers to promote movies and cartoons. It has a clear purpose and USES cartoon animal images in the work to promote itself as KOL, saving time and effort.

Animals themselves do not carry human emotions. Advertisers seize the audience's psychology and turn the "blank" animal image into an emotional expert who captures the hearts of the audience. They have created numerous communication cases of phenomenon level. When an image is successful, its surroundings are also valuable.

At the end of the 2018 lunar year, the commercial "what's page? This is director zhang dapeng's New Year's film "peppa pig" for the pilot promotional video, but also the use of animal symbols in the advertising work of the successful case. Why is this commercial refresh? One is the use of peppa pig animal element with topic and flow; Second, the humor comedy is more thought-provoking, laughter with tears is the best comedy brought to the audience; Third, the use of the public Spring Festival reunion homesick psychology, play a good emotional card.

In this respect, zhihu created a very successful mascot. Since liu jiashan entered zhihu, he has set off a trend of "XX liu jiashan". Published the series of cartoon "liu jianshan's life opinion"; Created "curious arctic fox" video program; Opened a solo exhibition "liu's curious igloo at mountain view"; Canvas bag, sweater, mobile phone case and so on. Nowadays, liu jianshan is not only an accessory of zhihu, but also an image representative accompanying zhihu to grow up together.

China is a country with a strong cultural atmosphere, and the new interpretation of traditional culture is the constant ideological trend. Mapping in the advertising industry is often expressed in series of activity theme, plane, H5 works. For example, in the marketing of brocade carp in the sky in 2018, Tmall sent a big gift to the whole country with the lucky head contained in brocade carp. For a time, the popularity of "brocade carp" for good luck surpassed that of "Yang chaoyue".

As a symbol of folk culture, Chinese zodiac has become a symbol of entertainment and cultural activities. Designers will be around the year of the zodiac creative, into the surrounding series of works. If maybelline pig year limit mahjong gift box, swarovski flying pig necklace, maybelline pig powder and other pig year around the market.

Qiaqiao will be animal and traditional culture combined with the release of the 24 solar terms poster, with melon seeds deduce the image of the solar terms, white fox snow, chrysanthemum yellow crab fat, cuckoo birdsong...... Depicting the natural scenery and the transmission of eastern aesthetics, copywriting poem will be "harmony" word clever integration, to create a "harmony of all things" scene. Similarly, a series of posters of the Spring Festival festival created by JOY, nine-tailed fox, jingwei and other animals under the topic of "jd" on jd's "twelfth lunar month" Spring Festival products.

The consumption characteristics of society are closely related to the construction of animal symbol information. Advertising, as an important origin of constructing the reference structure of commodity culture, is good at utilizing consumers' emotional demands to promote goods or services. Therefore, it is not surprising that animal symbols appear frequently in modern advertisements.

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