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全球广告网:魔性泰国广告教会广告人什么

2019-08-06 16:14来源:全球广告网责编:宋林站点:www.qqadw.com

全球广告网www.qqadw.com:魔性泰国广告教会广告人什么
我们都知道,泰国广告 以脑洞大、创意佳以及故事性性强出名 ,今天我们就来聊聊,我们能够从泰国的广告中学会什么?

As we all know, Thai advertisements are famous for their big brains, good creativity and storytelling. Today, let's talk about what we can learn from Thai advertisements.

1、广告的本质

1. Essence of Advertising

首先,我们先来聊聊广告的本质。一般来说, 广告的简单含义就是广而告之,在一定程度上有占领用户心智,促进销售的作用。

First, let's talk about the nature of advertising. Generally speaking, the simple meaning of advertising is to advertise widely. To a certain extent, it can occupy the user's mind and promote sales.

在中国,广告之父叶茂中认为广告的两个核心本质就是 制造冲突和不断重复 。特别需要说明的是,叶先生把不断重复可谓是用到了极致。在操刀马蜂窝和知乎的广告片,都可以看到:

In China, Ye Maozhong, the father of advertising, believes that the two core essence of advertising is to create conflicts and repeat constantly. Especially, Mr. Ye used repetition to the extreme. In knife-wielding honeycomb and knowledgeable advertisements, you can see:

“旅游之前先上马蜂窝“ 、”有问题上知乎”,那魔性一般的广告语仍然在耳边回荡。

"Before traveling, go to the honeycomb first" and "know something about the problem", the magical advertisement still rings in my ears.

从脑白金开始崇尚简单粗暴的广告原则, 不断重复,不断重复、直至占领用户心智。 近年来,随着流量明星的影响力不断增强,又加上了” 流量明星+不断重复“,这一广告法则,在不断占领用户心智的过程中,也让不少用户表示反感,这无异于就是强奸用户,让用户必须接受这个信息。

Brain platinum advocates simple and crude advertising principles, repeating, repeating, and even occupying the user's mind. In recent years, with the increasing influence of traffic stars and the addition of "traffic stars + continuous repetition", this advertising rule, in the process of constantly occupying users'minds, also makes many users express disgust, which is tantamount to raping users, so that users must accept this information.

在越来越信息爆炸的时候,用户的眼球也越来越难以被抓住,如果在前30秒的时间内,不能吸引到用户的注意力,那么后续的信息,用户基本上也接受不了。

When more and more information explodes, it is more and more difficult for users to catch their eyes. If they can't attract users'attention in the first 30 seconds, then the follow-up information can't be accepted by users.

但是,对于泰国广告来说, 他们依然坚持讲好一个故事的原则,将产品的核心理念和功能冲入植入广告故事中,使用户在看广告的过程中就潜移默化地接受这个广告。

However, for Thai advertising, they still adhere to the principle of telling a good story, the core concepts and functions of the product into the embedded advertising story, so that users can subtly accept the advertisement in the process of watching the advertisement.

相比下,不断重复强奸用户,使用户被迫接受,泰国的故事性植入广告更受人们喜欢和欢迎。

In contrast, repeated rape of users forced users to accept, Thailand's storytelling embedded advertising is more popular and popular.

泰国广告在讲好一个故事的同时,也不会忘记再把自己的产品属性以及品牌宣言很好地植入广告中,可谓是既能给消费者感动,又可以让消费者乐于接受这样的广告形式。

While telling a good story, Thai advertisements will not forget to put their product attributes and brand declarations into advertisements, which can not only impress consumers, but also make them willing to accept such advertisements.

那么,泰国广告是如何做到广告和故事的统一性的呢?

2、场景、故事性地产品植入

从泰国的很多广告中,我们都可以看到很多产品并没有直接出现在广告片中,而是从日常生活中的一些小事入手,找到产品和这些事情的契合点,从而将产品完完全全地植入故事场景中,让人更加容易接受。

2. Scene and Story Product Implantation

From many advertisements in Thailand, we can see that many products do not appear directly in the advertisement, but start with some small things in daily life, find the conjunction of products and these things, so that the product is completely embedded in the story scenes, which is more acceptable.

塑造场景感是泰国广告最擅长用的一些方式。

不知道大家还记得潘婷的一个广告片吗?一个从小聋哑的女孩,怀揣着音乐的梦想长大,却经常遭受同班女同学的不屑与打击。 正当她对自身的价值产生疑问的时候,一个流浪艺人告诉她:“音乐,只要你闭上眼睛,就能看见。” 同班女生在宽敞的家里,有私人老师教她练习弹奏钢琴。她,和老伯一起在路边拉琴,引来阵阵叫好,同班女生坐在黑色的轿车里路过此地,心生妒忌。

Creating a sense of scene is one of the best ways of advertising in Thailand.

I wonder if you remember an advertisement of Panting? A deaf-mute girl grew up with a dream of music, but she was often scorned and beaten by her classmates. Just when she was questioning her own value, a homeless artist told her, "Music, as long as you close your eyes, you can see it." In her spacious home, a private teacher taught her how to play the piano. She, playing the piano with her uncle on the roadside, drew a lot of cheers. The girl in the same class passed by in a black car, feeling jealous.

两人又同时报名音乐比赛,由于嫉妒和害怕,同班女同学在比赛前雇人打了老伯,砸坏了她的小提琴。自以为阴谋得逞,但是她听从躺在病床上老伯的嘱托,仍然出现在比赛现场,婉转缓慢的《卡农》狂野激烈残破地从小提琴中破茧而出,震动了所有人的心。评委、观众惊讶地张大嘴巴,没有缓过神来;最后所有的观众都起立,抱之以热烈的掌声。

They also signed up for the music competition at the same time. Because of jealousy and fear, the female classmate hired someone to beat her husband before the competition and broke her violin. She thought she had succeeded in the plot, but she obeyed the advice of the old man lying in the hospital bed and still appeared in the competition. The slow and tactful Canon broke its cocoon from the violin wildly and severely, which shocked everyone's heart. Judges and audiences opened their mouths in surprise, but did not slow down. Finally, all the audiences stood up and gave them warm applause.

最后,在影片的最后,顺利地传达出潘婷的品牌涵义:潘婷,你能型。

Finally, at the end of the film, it smoothly conveys Panting's brand meaning: Panting, you can type.

在小女孩拉琴的过程中,很自然地传达出秀发柔顺的场景,很好地宣传了潘婷的产品特性。

In the process of playing the piano, the girl naturally conveys the scene of soft hair, and publicizes Panting's product characteristics well.

将产品特性容易故事情节中,是泰国广告最擅长用的广告手法。不仅如此,泰国广告擅长从生活中的小事入手,从故事情节的冲突入手,将产品特性很完美地传达出来。在影片中,没有什么流量明星,有的只是平凡生活中那些感人的事情。数据显示,在泰国本土广告中,使用平民饰演主角的比例达到85.25%,而使用明星、以及社会知名人士的比例仅占3.12%。也就意味着,泰国广告有更多的资金投入拍摄中。

Among the storylines that make product characteristics easy, Thai advertising is the best way to use it. Not only that, Thai advertising is good at starting with small things in life, starting with the conflict of story plots, and conveying the product characteristics perfectly. In the film, there are no traffic stars, but only those moving things in ordinary life. According to the data, 85.25% of Thai local advertisements use civilians to play the leading role, while only 3.12% use celebrities and social celebrities. That means Thailand has more money to spend on advertising.

泰国广告则深耕广告内容,让广告摆脱无用、无趣、无情的标签。让人看广告反而变得有所期待,很期待最后出现的产品是否符合自己的预期。

Thai advertisements are deeply engaged in advertising content, so that advertisements get rid of useless, boring and ruthless labels. Let people see the advertisement, on the contrary, become expectant, looking forward to whether the final product meets their expectations.

在泰国百乐的广告中,丈夫啥饭,妻子端碗,在中午最繁忙的时候,老婆忙得焦头烂额,却发现一瓶饮料无人认领,顾客都说不是自己点的。老板娘对老板说:这个是给谁的?

In Thai Baile's advertisement, the husband serves rice and the wife serves bowls. At the busiest time of noon, the wife is very busy, but she finds a bottle of drinks unclaimed and the customers say they did not order it by themselves. The landlady said to her boss, "Whose is this for?"

老板却说,这是给你的。看你太累了!

But the boss said, this is for you. Look how tired you are!

最后,完美地将产品和故事情节结合在一起:你的一句话就足够,听进心里就爽快。

Finally, combine the product with the story perfectly: your words are enough, and it's refreshing to listen.

3、讲好一个故事

在广告中,制造冲突是最好的广告方式,而作为制造冲突的方式,故事则作为一个最好的载体。泰国的广告更像是一部微电影,有故事、有情节,更能带动消费者的情绪,以“真实”为主轴,激发人性,成功地制作出了一些全球闻名的教科书式“催泪”广告,给观众制造适当的“悲伤”,让他们更加深刻地记住广告内容,甚至从审美的角度去品味广告。

3. Tell a Story

In advertising, conflict-making is the best way to advertise, while as a way to create conflict, story is the best carrier. Thailand's advertisement is more like a micro-film, with stories and plots, which can stimulate consumers'emotions. With "truth" as the main axis, it can stimulate human nature. It has successfully produced some world-renowned textbook-style "tear-inducing" advertisements, which create appropriate "sadness" for the audience and make them remember the contents of the advertisements more profoundly. Even from the aesthetic point of view to taste advertising.

泰国擅长从生活中的小事入手,利用该冲突制造一个完整地故事情节。一个好的故事=冲突+故事情节+真实,在泰国的广告中基本上能够找到一个好故事的影子,完整的地故事情节,真实的生活场景,让人都感觉感同身受,让人感到广告带来的一些些感动。

Thailand is good at using the conflict to create a complete story from the small things in life. A good story = conflict + story plot + truth, basically can find a good story shadow in Thai advertisements, complete story plot, real life scenes, let people feel empathy, let people feel some touching brought by advertising.

在泰国的很多广告中,我们都能看到一个完整地故事,如离家出走的孩子遇到了摆摊的老板,让女孩知道了母亲的味道;也有小狗帮助主人顺利和一见钟情的女孩子见面。每一个故事情节都从真实的生活情节改编,让人感到真实的同事也逐渐记住了这个广告的核心-产品。

In many Thai advertisements, we can see a complete story, such as children running away from home meet the stall owner, let the girl know the taste of the mother; there are also puppies to help the owner meet the girls who fall in love at first sight smoothly. Every story is adapted from the real life, so that people feel real colleagues gradually remember the core of the advertisement - products.

其实这种广告手法,现在也普遍用在软广植入中。像GQ做的那些广告,让人很愿意一遍遍地去看,即使知道是广告,也甘之如饴。如此一来,也颇有泰国广告的味道。再讲好一个故事的同时,也无疑增加了产品曝光的机会。这样双赢的结果,难怪GQ一条广告能够卖到100万。

In fact, this advertising technique is now widely used in soft and wide implantation. Advertisements like those made by GQ make people very willing to see them over and over again, even if they know that they are advertisements, they are also willing to be like bait. In this way, it also has the taste of Thai advertising. While telling a good story, it undoubtedly increases the chance of product exposure. With this win-win result, it is no wonder that an advertisement of GQ can sell to 1 million.

你喜欢看泰国的广告吗?那些脑洞极大的广告,你记得哪些呢?

Do you like the advertisements in Thailand? What do you remember about advertisements with huge brains?



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