我国当前广告人的创意心理初探
摘要
广告创意是根据广告主题和消费者心理所进行的创造性构思活动,在整个广告活动中具有举足轻重的地位。当前,随着科技的发展,新型媒体的不断涌现,广告创意已经走出了原有的传统传播形式,内涵和外延都产生了质的变化。我国广告的创意水平在经过近三十年的持续发展和力量积蓄后,也有了明显的提高。但是恶俗广告、抄袭广告、虚假广告在一定程度上充斥着各种新老媒体,并在很大程度上影响着现代人的生活环境。
虽然创意形式在变革,但广告人的创意心理实质是相通的。那么究竟当前我国广告人的进行创意时的心理是怎样的呢?为什么会这样?为能揭开这一神秘面纱,笔者从5个具有代表性的广告杂志以及中搜集了优秀广告创意人员100位①、作品100件,以及他们关于创意的几十篇文章作为主要分析文本,深入挖掘我国当前广告人的创意心理。
文章首先以广告心理学作为基本的理论基础,从创造性思维活动的规律入手,探讨广告人进行创意活动时所具有的独特的心理特征、表现等心理现象;接下来尝试着从我国广告行业客观原因、广告人自身主观原因两个方面分析其形成这种特有心理的影响因素,并结合主客观原因给出广告人健康创意心态的参考标准;最后就如何提高当前广告人创意心理素质提出合理的建议和方法。
广告业的竞争最终是人才的竞争,广告公司的核心竞争力是广告人。高素质的广告人才是中国广告业可持续发展的根本因素,也是中国广告业全面参与国际市场竞争并决胜国际市场的关键。随着近年来外资广告公司的全面进入,跨文化传播在数量和强度上的急剧变化,现有的队伍素质已难以与国际广告公司相抗衡,在提高广告人的专业素质基础上,进一步培养健康的心理素质应成为广告业界、学界乃至全社会所必须面对和关注的问题。
The advertisement creativity is the creative activity which carries on according to the advertising subject and the consumer psychology, it has the pivotal status in the entire ad campaign. Now, with the development of technology, the continuous emergence of new media, creativity has been out of the original dissemination of the traditional form, the connotation and extension have qualitativly changed.our country advertising has undergone near 30 year sustained developments and strength saves, the creativity level already have the distinct enhancement. But to a certain extent the evil, copy, false advertisement were actually flooding kinds of new or old medias, and was affecting modern people's living conditions to a great extent.
Although changes in the form of creativity, but Advertising creative psychological essence is the same.Then what kind of the creativity psychology actually is when our country current adman carry on a Campaigns? Why like this? For opening this mystical veil, the author has picked up from 5 representative ad magazines to collect outstanding advertisement creativity personnel 100①, the work 100 as well as their words about carries on the creativity as the main analysis text, unearthed our country current adman's creativity psychology thoroughly.
In the article, took the advertisement psychology as basic rationale,breakthrough by Creative thinking activity rule, discuss the unique psychological phenomena and performance and other psychological features which admen has from the creative thinking activities.Then attempts to analyze the influencing factor form Our country's ad present situation and Adman own subjective reasons. And unifies the subjective and objective reasons to give the adman a healthy creativity point of view a standard; finally I put forward the reasonable proposal and the method on how to improve the contemporary adman creativity psychological quality.
The advertising industry competition is finally talented person's competition, the ad company's core competitiveness is admen. The high quality's advertisement talented person is the Chinese ad industry sustainable development basic factor, is also the key that Chinese ad industry comprehensive participate and win in the international market.Along with recent years foreign ad company's comprehensive entry, the Cross-Culture dissemination rapidly changed in quantity and intensity, the existing troop’s quality has facing challenge, in enhances the adman's specialized quality foundation, further raising the health psychological quality is becoming the matter that advertising industry, the educational field and even the entire society must face and concern.
虽然创意形式在变革,但广告人的创意心理实质是相通的。那么究竟当前我国广告人的进行创意时的心理是怎样的呢?为什么会这样?为能揭开这一神秘面纱,笔者从5个具有代表性的广告杂志以及中搜集了优秀广告创意人员100位①、作品100件,以及他们关于创意的几十篇文章作为主要分析文本,深入挖掘我国当前广告人的创意心理。
文章首先以广告心理学作为基本的理论基础,从创造性思维活动的规律入手,探讨广告人进行创意活动时所具有的独特的心理特征、表现等心理现象;接下来尝试着从我国广告行业客观原因、广告人自身主观原因两个方面分析其形成这种特有心理的影响因素,并结合主客观原因给出广告人健康创意心态的参考标准;最后就如何提高当前广告人创意心理素质提出合理的建议和方法。
广告业的竞争最终是人才的竞争,广告公司的核心竞争力是广告人。高素质的广告人才是中国广告业可持续发展的根本因素,也是中国广告业全面参与国际市场竞争并决胜国际市场的关键。随着近年来外资广告公司的全面进入,跨文化传播在数量和强度上的急剧变化,现有的队伍素质已难以与国际广告公司相抗衡,在提高广告人的专业素质基础上,进一步培养健康的心理素质应成为广告业界、学界乃至全社会所必须面对和关注的问题。
The advertisement creativity is the creative activity which carries on according to the advertising subject and the consumer psychology, it has the pivotal status in the entire ad campaign. Now, with the development of technology, the continuous emergence of new media, creativity has been out of the original dissemination of the traditional form, the connotation and extension have qualitativly changed.our country advertising has undergone near 30 year sustained developments and strength saves, the creativity level already have the distinct enhancement. But to a certain extent the evil, copy, false advertisement were actually flooding kinds of new or old medias, and was affecting modern people's living conditions to a great extent.
Although changes in the form of creativity, but Advertising creative psychological essence is the same.Then what kind of the creativity psychology actually is when our country current adman carry on a Campaigns? Why like this? For opening this mystical veil, the author has picked up from 5 representative ad magazines to collect outstanding advertisement creativity personnel 100①, the work 100 as well as their words about carries on the creativity as the main analysis text, unearthed our country current adman's creativity psychology thoroughly.
In the article, took the advertisement psychology as basic rationale,breakthrough by Creative thinking activity rule, discuss the unique psychological phenomena and performance and other psychological features which admen has from the creative thinking activities.Then attempts to analyze the influencing factor form Our country's ad present situation and Adman own subjective reasons. And unifies the subjective and objective reasons to give the adman a healthy creativity point of view a standard; finally I put forward the reasonable proposal and the method on how to improve the contemporary adman creativity psychological quality.
The advertising industry competition is finally talented person's competition, the ad company's core competitiveness is admen. The high quality's advertisement talented person is the Chinese ad industry sustainable development basic factor, is also the key that Chinese ad industry comprehensive participate and win in the international market.Along with recent years foreign ad company's comprehensive entry, the Cross-Culture dissemination rapidly changed in quantity and intensity, the existing troop’s quality has facing challenge, in enhances the adman's specialized quality foundation, further raising the health psychological quality is becoming the matter that advertising industry, the educational field and even the entire society must face and concern.
引文
①平面与影视 全场大奖与金银及视觉表现奖作品选登.中国广告.2007.5
①邓斌的《你的 Idea,是越磨越 Big,还是越磨越 Shit?》中国广告,2006 年第 4 期,85 页。
① 另外借鉴了余小梅的《广告心理学》北京广播学院,2003 年 9 月出版,第 225 页。
[1]饶德江编著.广告策划与创意[M].武汉:武汉大学出版社,2003.
[2]李思屈等.广告符号学[M].成都:四川大学出版社,2004.
[3]梁建宁.当代认知心理学[M].上海:上海教育出版社,2003.
[4][15]李亦菲.广告创作中的心理因素及其应用[J].心理学动态,1994,(1).27-28.
[5]孙时进.社会心理学[M].上海:复旦大学出版社,2003.
[6]林之达著.传播心理学新探[M].北京:北京大学出版社,2004.
[7]乐国安主编.西方社会心理学新近展[M].广州:暨南大学出版社,2004.
[8]James Young.A Technique for Producing Ideas[M].McGraw-Hill Trade.2003,(1).23-60.
[9]罗瑟·瑞夫斯.实效的广告[M].内蒙古人民出版社,1999.
[10]陈海.基于市场事实的突破性思考[J].中国广告,2007, (01).30.
[11]钱家渝.视觉心理学——视觉形式的思维与传播.上海:学林出版社.2006.
[12]佚名.徐健:创意思维说[EB/OL].中国广告人网站,2007-9-10.
[13]龙吟榜.老中青三代看莫康孙-林俊明走访莫康孙[EB/OL].中国广告人网站,2006-12-5.
[14]黄国雄.一样都不能少[J].中国广告,2007.(1) 38.
[16][20]陈卫民.现代广告创意的思维因素[J] .装饰,2003,(09).28.
[17][瑞士]卡尔·古斯塔夫·荣格.未发现的自我[M].北京:国际文化出版公司,2001.
[18]小号.创意的灵感出发点以及创作背后的故事[J].广告大观综合版,2007,(3).
[19][29]邓斌.你的 Idea,是越磨越 Big,还是越磨越 Shit?[J].中国广告,2006.(4).84-86.
[21]马莉丽.创意无限 快乐相伴——访阳狮集团中国区首席执行创意总监兼副总裁王永辉[J].广告人,2006,(07).29.
[22]于小娟.广告病人[J].中国广告,2007.(1) 34.
[23]叶茂中.或者枭雄.[EB/OL].http://biz.163.com/06/0809/09/2O2U136M00020QDS.html.
[24]卫军英,戴丽娜,曾莉芬等.戛纳广告幽灵[M].厦门:厦门大学出版社, 2004.9.22.
[25]佚名.一名广告人的“不亦快哉”三十三则[EB/OL].http://blog.china.alibaba.com/blog/
[26]陈耀福.创意人最喜欢的作品:让我好想谈恋爱——LYNX 男士香氛用品 TVC 赏析[J].中国广告,2005.(11)126.
[27]杨可以.是借招儿,还是抄袭[J].现代广告,2007(6):116-117.
[28]杨舸.有奥美的经历,我才敢出外闯江湖[J].大市场.广告导报,2003.(7)60.
[30]龙吟榜.爱说另类广告语言的女人-走访许舜英[EB/OL].中国广告人网站,2006-12-3.
[31]刘宏.阳光下的绿茵——访阳光加信广告公司创意总监黄建斌[J].广告大观综合版,2005(1):142-145.
[32][34][35][36]《心理学百科全书》编辑委员会主编.心理学百科全书[Z].中卷.第 7 版.杭州:浙江教育出版社.1995,8.
[33]肖罗框.王晓雷:广告人是五种动物的组合体[J].大市场.广告导报,2003,(8).24.
①邓斌的《你的 Idea,是越磨越 Big,还是越磨越 Shit?》中国广告,2006 年第 4 期,85 页。
① 另外借鉴了余小梅的《广告心理学》北京广播学院,2003 年 9 月出版,第 225 页。
[1]饶德江编著.广告策划与创意[M].武汉:武汉大学出版社,2003.
[2]李思屈等.广告符号学[M].成都:四川大学出版社,2004.
[3]梁建宁.当代认知心理学[M].上海:上海教育出版社,2003.
[4][15]李亦菲.广告创作中的心理因素及其应用[J].心理学动态,1994,(1).27-28.
[5]孙时进.社会心理学[M].上海:复旦大学出版社,2003.
[6]林之达著.传播心理学新探[M].北京:北京大学出版社,2004.
[7]乐国安主编.西方社会心理学新近展[M].广州:暨南大学出版社,2004.
[8]James Young.A Technique for Producing Ideas[M].McGraw-Hill Trade.2003,(1).23-60.
[9]罗瑟·瑞夫斯.实效的广告[M].内蒙古人民出版社,1999.
[10]陈海.基于市场事实的突破性思考[J].中国广告,2007, (01).30.
[11]钱家渝.视觉心理学——视觉形式的思维与传播.上海:学林出版社.2006.
[12]佚名.徐健:创意思维说[EB/OL].中国广告人网站,2007-9-10.
[13]龙吟榜.老中青三代看莫康孙-林俊明走访莫康孙[EB/OL].中国广告人网站,2006-12-5.
[14]黄国雄.一样都不能少[J].中国广告,2007.(1) 38.
[16][20]陈卫民.现代广告创意的思维因素[J] .装饰,2003,(09).28.
[17][瑞士]卡尔·古斯塔夫·荣格.未发现的自我[M].北京:国际文化出版公司,2001.
[18]小号.创意的灵感出发点以及创作背后的故事[J].广告大观综合版,2007,(3).
[19][29]邓斌.你的 Idea,是越磨越 Big,还是越磨越 Shit?[J].中国广告,2006.(4).84-86.
[21]马莉丽.创意无限 快乐相伴——访阳狮集团中国区首席执行创意总监兼副总裁王永辉[J].广告人,2006,(07).29.
[22]于小娟.广告病人[J].中国广告,2007.(1) 34.
[23]叶茂中.或者枭雄.[EB/OL].http://biz.163.com/06/0809/09/2O2U136M00020QDS.html.
[24]卫军英,戴丽娜,曾莉芬等.戛纳广告幽灵[M].厦门:厦门大学出版社, 2004.9.22.
[25]佚名.一名广告人的“不亦快哉”三十三则[EB/OL].http://blog.china.alibaba.com/blog/
[26]陈耀福.创意人最喜欢的作品:让我好想谈恋爱——LYNX 男士香氛用品 TVC 赏析[J].中国广告,2005.(11)126.
[27]杨可以.是借招儿,还是抄袭[J].现代广告,2007(6):116-117.
[28]杨舸.有奥美的经历,我才敢出外闯江湖[J].大市场.广告导报,2003.(7)60.
[30]龙吟榜.爱说另类广告语言的女人-走访许舜英[EB/OL].中国广告人网站,2006-12-3.
[31]刘宏.阳光下的绿茵——访阳光加信广告公司创意总监黄建斌[J].广告大观综合版,2005(1):142-145.
[32][34][35][36]《心理学百科全书》编辑委员会主编.心理学百科全书[Z].中卷.第 7 版.杭州:浙江教育出版社.1995,8.
[33]肖罗框.王晓雷:广告人是五种动物的组合体[J].大市场.广告导报,2003,(8).24.