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水类产品CF在我看来是可以给广告人很大创意空间的,故事情节具有很大的延伸广度;而画面的调性,也可完全依据产品特性及受众群体来定位; 至于音乐,则是CF中特别是香水类产品中不可少的,说它起到画龙点睛的妙笔,并不夸张。东西方的文化差异导致了不同的表现形式:西方讲求个人本位,征服自然,故表现形式主张张扬的个性,大胆地利用性爱镜头及挑逗性的动作冲击视觉,他们的创意通常寻求另类和突破。而东方则是自古家庭本位,外儒内道,更着力于情节画面的温馨,以求情感的共鸣而不是感官的认同,创意则是偏重以情动人。两者在我看来各有长处,若将两者结合,做到既把握准确产品的特性又以情节动人达到情感共鸣, CHANEL则当属典例。
Water products CF seems to me a lot of creative space for advertisers, the plot has a great breadth of expansion; the tonality of the picture can also be completely based on product features and audiences to locate; as for the music, then It is indispensable in CF, especially perfume products, it is not an exaggeration to say that it plays a finishing touch. Cultural differences between East and West lead to different manifestations: the West emphasizes individualism and conquers nature, so the manifestations of individuality advocate publicity, boldly exploit sex scenes and suggestive actions to impact the vision, and their ideas often seek alternative and breakthroughs. The East is the ancient home-based, Confucianism within the Confucianism, but also focus on the warmth of the plot, in order to seek the sympathy of the emotions rather than the sensual recognition of creativity is more emphasis on love. Both have their own strengths in my opinion, if the combination of the two, so that not only grasp the characteristics of accurate products but also to the emotional reach of emotional resonance, CHANEL is a classic example.