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广告是以人为中心,围绕人、研究人的一门学问,只有深入人心,才能引起共鸣。面对着人——这种思维最复杂的动物,决不能想当然地主观判定他们是怎么想的,会如何做。只有客观地去观察他们的行为,了解他们的思想,才能得出正确的判断。创作策略的第一要素就是目标视听众,即广告能够到达的目标消费群。因为人的年龄、身份、教育程度、生活形态等的不同,导致对产品认知角度也不同,所以广告表现手法也绝不相同。所以创作之前,首先要找到目标消费群,再来研究如何对他们
Advertising is a people-centered, one-of-a-kind knowledge of people and researchers. Only deeper in people’s hearts can resonate. Facing humans, animals with the most complex thinking, must not take for granted subjectively determine what they think and how they will do it. Only by observing their behavior objectively and understanding their ideas can correct judgments be made. The first element of the creative strategy is the target audience, which is the target consumer group that the advertisement can reach. Because people’s age, identity, educational level, and living style are different, leading to different perceptions of the product, so the advertising performance methods are not the same. So before creating, we must first find the target consumer group, and then study how to deal with them.