广告策划奥美怎样创作杰出的平面广告.pptx

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1、？如何让稿子与众不同？为什么我们的稿子总是看起来不太好看？怎样评判美术的IDEA？怎样排版更好？文字的编排、搭配？美术的IDEA有多少种？怎样控制稿子整体的美感？平面的趋势是怎样的？如何突破一些陈规旧则？为什么我们用的颜色、字体都差不多？平面设计与广告的平面设计有什么不同？如何与别人、与制度、与流程更好的合作？创作思路有什么技巧？为什么总是需要电脑效果？有什么新的电脑效果技术？-第1页/共269页练习一广告比较与选择第2页/共269页什么是有创意的平面？有视觉意义有视觉冲击力视觉表现与IDEA 的关联性强有独特的风格第3页/共269页平面的魅力吸引消费者阅读广告帮助消费者理解广告助长消费者的幻

2、想加深消费者对品牌的印象提升品牌在消费者心目中的地位不受成本约束第4页/共269页平面的组成元素的组成IDEA的讯息传达品牌形象美术设计的风格完整的执行每个元素都对视觉意义的传达负责第5页/共269页平面的组成画面的组成照片插图标题内文品牌标志线条色块表格纸张印刷工艺裁切装订折合附加物第6页/共269页练习二第7页/共269页第8页/共269页美术指导的工作更好的IDEA？更好的视觉表现方式-摄影、插图、纯文字？更适合的LAYOUT-直版、横版、标题、画面？更适合的画面-人物？产品？其他？更漂亮的比例-特别的媒体购买？尺寸？更好的方式-现代？抽象？古典？更适合的字体及其大小？更懂得这个IDEA

3、的摄影师？适合的人物？适合的道具？情感在画面上的表现与选择？第9页/共269页美术执行人员的工作了解并真正懂得IDEA，熟练而快速地运用确切的视觉表现方法执行：适合的LAYOUT适合的技术与技巧适合的画面元素选择漂亮的比例适合的字体及其大小情感在画面上的表现第10页/共269页如何视觉形成？直接表现：产品、品牌等引伸理解：比喻元素、排列元素等视觉刺激：非常规的色彩、构图、比例等第11页/共269页如何检查你的视觉形成？讯息可阅读程度画面比例，构图图片色彩、风格字体、大小、字距、行距、色彩、角度、粗细、中英文字体关系纸张的选择印刷、裁切、装订、折合的方式使用的地点、方式、周期软件的选择、完稿检查

4、制作过程、工艺监督第12页/共269页问问题做稿子之前：所有需要了解的事实和发展的方向都清楚了吗？做稿子之间：我是否已经想到所有可能想到可以做的做法了？交稿子之前：这张稿子已是我能做到的最好的了吗？稿子出去后：现在回过去看，有什么问题？重新做会怎么样？第13页/共269页第14页/共269页第15页/共269页第16页/共269页第17页/共269页第18页/共269页第19页/共269页第20页/共269页第21页/共269页第22页/共269页第23页/共269页第24页/共269页第25页/共269页第26页/共269页第27页/共269页第28页/共269页第29页/共269页第30页

5、/共269页第31页/共269页第32页/共269页第33页/共269页第34页/共269页第35页/共269页第36页/共269页第37页/共269页文字的使用第38页/共269页第39页/共269页第40页/共269页第41页/共269页第42页/共269页第43页/共269页第44页/共269页第45页/共269页第46页/共269页巧妙的美术IDEA第47页/共269页第48页/共269页第49页/共269页色彩的搭配第50页/共269页第51页/共269页第52页/共269页第53页/共269页第54页/共269页第55页/共269页第56页/共269页美术大帮忙第57页/共269页

6、第58页/共269页第59页/共269页第60页/共269页第61页/共269页第62页/共269页第63页/共269页第64页/共269页插画的风格第65页/共269页第66页/共269页第67页/共269页第68页/共269页第69页/共269页第70页/共269页摄影的叙述能力第71页/共269页第72页/共269页第73页/共269页第74页/共269页色彩的搭配第75页/共269页第76页/共269页第77页/共269页第78页/共269页第79页/共269页第80页/共269页第81页/共269页第82页/共269页好的美术指导需要扎实的美术基础和知识良好的品味与美术素养足够的沟通

7、本领和技巧聪明而敏感的头脑与感官广泛的兴趣与求知欲勇敢、大胆的探索精神宽广、有弹性的接受度好上加好的责任心第83页/共269页你会有什么误区？不要限定自己制作视觉美术形成的工作不要仅仅是把文字的内容画出来不要把所有的东西放进稿子里就算不要认为自己只是一个画画或执行的人不要以为只有美术指导才懂得美术不要觉得别人都不理解你的想法，和别人讨论会杀掉你的创意不要把广告当作美术的另一种形式不要以为更资深的人签过字自己就没有责任了不要以为校对文字只是文案的事不要有什么就只做什么第84页/共269页合作的秘诀按时交件永远是第一准则合理安排时间选择最恰当的成员先解决问题，再讨论原因互相“赞美”，不要互相指责勇

8、敢承认错误活到老，学到老第85页/共269页小小的警告你可以没有鲜明的个性，但不可以没有想法你可以没有成熟的风格，但不可以没有想法你可以没有资深的头衔，但不可以没有想法但，你也必须有让想法变成现实的能力如果你想在这个行业生存下去，你必须主动，必须时时思考、时时动手，必须让自己随时有做出更好作品的准备第86页/共269页&第87页/共269页In the beginning was the ideaIdea 是一切的起源第88页/共269页Our Simple Selling Model一厢情愿的贩卖模式一厢情愿的贩卖模式Sell hardSell hard努力卖!To a deeplyTo a

9、 deeplygrateful clientgrateful client给一个非常给一个非常给一个非常给一个非常激赏你的客户激赏你的客户激赏你的客户激赏你的客户第89页/共269页The Frequent Result 常有的结果常有的结果The ClientThe Clientsavagessavages客户客户客户客户 杀人鲸杀人鲸杀人鲸杀人鲸 Us and Us and the ideathe idea撕裂我们撕裂我们撕裂我们撕裂我们和和和和ideaidea第90页/共269页Simplistic简易and 但Risky高风险ModelAct行动行动Sell贩卖贩卖第91页/共269页

10、Selling第92页/共269页Selling第93页/共269页If the idea isnt bought,we have all wasted our time如果如果idea没卖掉没卖掉,我们我们都浪费了时间都浪费了时间IS WEL2-7/96第94页/共269页Five Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlan第95页/共269页FOUR BASIC QUESTIONSWhat question are we addressing?What is our main message in answe

11、r to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audience to do as a result?第96页/共269页ActActAdoptAdoptPresentPresentPreparePreparePlanPlanStructureStructurethe the communicationcommunicationDefine theDefine thetarget audiencetarget audi

12、enceDetermine the Determine the objectivesobjectives第97页/共269页What are we trying to do?*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistanceInformPersuadeNew New InformationInformationNew Information orNew Information orRearrange Old Rearrange Old

13、InformationInformation第98页/共269页HAVE WE DEFINED OURTARGET AUDIENCE?StructureStructurethe the communicationcommunicationDefine theDefine thetarget audiencetarget audienceDetermine the objectivesDetermine the objectives第99页/共269页*Decision makerwill need less detail*Opinion leader*Implementorswill need

14、 more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.What is their role?第100页/共269页What frame of mind are they in?他们的心态是什麽他们的心态是什麽?Z Z Z z*Apathetic冷漠第101页/共269页Z Z Z z*SophisticatedSophisticated老练的老练的老练的老练的*Apathetic冷漠第102页/共269页Z Z Z z*Hostile

15、敌意敌意*SophisticatedSophisticated老练的老练的老练的老练的*Apathetic冷漠第103页/共269页Z Z Z z*Critically Critically InterestedInterested非常有兴趣非常有兴趣非常有兴趣非常有兴趣*Hostile敌意敌意*SophisticatedSophisticated老练的老练的老练的老练的n n*ApatheApatheticticn n冷漠冷漠冷漠冷漠第104页/共269页What frame of mind?*EnthusiasticEnthusiastic热心的热心的热心的热心的Z Z Z z*Criti

16、cally Critically InterestedInterested非常有兴趣非常有兴趣非常有兴趣非常有兴趣*Hostile敌意敌意*SophisticatedSophisticated老练的老练的老练的老练的*Apathetic冷漠第105页/共269页Apathetics 冷漠型冷漠型WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差Psychologically dead Psychological

17、ly dead to your idea.to your idea.心理上不接受你的想法心理上不接受你的想法心理上不接受你的想法心理上不接受你的想法Z Z Z z第106页/共269页What you have to do你得怎麽做你得怎麽做引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些Z Z Z z第107页/共269页Sophisticates 老练型老练型WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subordinate to superior 下对上Peer to pee

18、r 平辈间Know it all already(and more)Know it all already(and more)这些早就知道了这些早就知道了这些早就知道了这些早就知道了第108页/共269页What you have to do你得怎麽做你得怎麽做让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话第109页/共269页Hostiles 敌意型敌意型WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔Opposes either you or your ideaOpposes either you or yo

19、ur idea反对你或你的反对你或你的反对你或你的反对你或你的ideaidea第110页/共269页What you have to do你得怎麽办你得怎麽办?找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化第111页/共269页Critically interestedsWHY?为何?专业对专业理性导向期望你证明你的说法Willing to accept ideas based on fact Willing to accept ideas based on fact and sound reasoningand sou

20、nd reasoning愿意接受基於事实和理性辩证下的好愿意接受基於事实和理性辩证下的好愿意接受基於事实和理性辩证下的好愿意接受基於事实和理性辩证下的好ideaidea第112页/共269页What you have to do你得怎麽办你得怎麽办Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感第113页/共269页Enthusiasts 热情派热情派WHY?为何?Already sold and motivated Idea已被接受Accept you and

21、 your message你说的都算Have faith alreadyHave faith already已有信心已有信心已有信心已有信心第114页/共269页What you have to do你得怎麽做你得怎麽做Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感第115页/共269页Exercise:Paperclip第116页/共269页ONE CORE IDEAOUR MAIN MESSAGEMany dif

22、ferent possibleMany different possibleelements data,background,elements data,background,experiences ideas,experiences ideas,structures,insightsstructures,insightssupports,etc.supports,etc.第117页/共269页THECOREIDEASupport ideas thatSupport ideas thatcan expand or defend thecan expand or defend theCore I

23、dea in ever greater detailCore Idea in ever greater detail第118页/共269页REPORT/INFORM FORMATSubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result第119页/共269页Report/Inform ExampleSubjectSubj

24、ectUnderstanding Consumers in Asia PacificUnderstanding Consumers in Asia PacificBackgroundBackgroundNew Young Adult study pilot in Singapore,Hong Kong&New Young Adult study pilot in Singapore,Hong Kong&Kuala LumpurKuala LumpurInformationInformationIndexIndexEmergence of a much greater degree of ten

25、sion since last Emergence of a much greater degree of tension since last studystudyInformationInformationIndependenceIndependenceEngagementEngagementIndividualismIndividualismCommunalismCommunalismOptimismOptimismFrustrationFrustrationSelf-DeterminationSelf-DeterminationFatalismFatalismGlobal outloo

26、kGlobal outlookLocal prideLocal prideRecapRecapHow these greater degrees of tension resolve themselves How these greater degrees of tension resolve themselves will influence how the young respond to brandswill influence how the young respond to brandsMeaningMeaningWe need to monitor this carefullyWe

27、 need to monitor this carefully第120页/共269页Persuasion:Problem FormatProblemProblemNegativeNegativeConditionsConditionsEvidenceEvidenceSummarySummaryIdea andIdea andActionAction第121页/共269页Persuasion:Problem FormatProblemProblemNegativeNegativeConditionsConditionsEvidenceEvidenceSummarySummaryIdea andI

28、dea andActionActionBrand sales droppingBrand sales dropping*Losing distributionLosing distribution*Losing marginLosing margin*Losing ground in eyes of consumerLosing ground in eyes of consumer*_*_*_Must do something about itMust do something about itRelaunchRelaunch-New packagingNew packaging-New fl

29、avoursNew flavours-New advertisingNew advertising第122页/共269页Persuasion:Idea FormatProblemProblemOpportunityOpportunitySummarySummaryIdeaIdeaPositivePositiveResultsResultsSummarySummaryActionActionEvidenceEvidence第123页/共269页HOW PERSUASIVE ARE YOU?EXERCISE第124页/共269页Brand has lost its way recently,but

30、 we Brand has lost its way recently,but we cancanturn it around quicklyturn it around quicklyRelaunch-new packaging,Relaunch-new packaging,new flavours,new advertisingnew flavours,new advertising*Regain distributionRegain distribution*Leapfrog competitionLeapfrog competition*Preferred brand with con

31、sumersPreferred brand with consumers*Increase price and marginIncrease price and margin*_*_*_Lets do thisLets do thisNext stepsNext stepsWHO,WHAT,WHENWHO,WHAT,WHENPersuasion:Idea FormatProblemProblemOpportunityOpportunitySummarySummaryIdeaIdeaPositivePositiveResultsResultsSummarySummaryActionActionE

32、videnceEvidence第125页/共269页Five Kinds of EvidencePersonal experience Analogy Judgement of expert(Quotes)Example Statistics/Facts 第126页/共269页Five Kinds of EvidencePersonal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimil

33、ar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,over

34、seas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.第127页/共269页Slow Build to a Grand FinaleIntroIntroT T 第128页/共269页BackgroundBackgroundT T Slow Build to a Grand Finale第129页/共269页StrategyStrategyT T Slow Build to a Grand Finale第130页/共269页RationaleRationa

35、leT T Slow Build to a Grand Finale第131页/共269页IdeaIdeaT T Slow Build to a Grand Finale第132页/共269页AnyAnyQuestions?Questions?T T Slow Build to a Grand Finale第133页/共269页Here It Is and We Are ExcitedIntroIntroT T 第134页/共269页IdeaIdeaT T Here It Is and We Are Excited第135页/共269页How we How we got there?got t

36、here?T T Here It Is and We Are Excited第136页/共269页Why its Why its right?right?Here It Is and We Are ExcitedT T 第137页/共269页Any Any Questions?Questions?Here It Is and We Are ExcitedT T 第138页/共269页The Tell em FormatTell em what youre going to tell themTell emTell em what youve told themEnsures three exp

37、osures to the main message第139页/共269页Planning Cycle FormatWhere arewe now?What canwe reach?Are weGetting there?How do weget there?第140页/共269页Matching Your Communication Style to Your Clients Preferred Thinking ModeVersion 1.0 5/96第141页/共269页VisualsEye MovementsUp RightUp RightUp LeftUp LeftUnfocusse

38、dUnfocussedWordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus第142页/共269页Eye MovementsSide RightSide RightSide LeftSide LeftDown LeftDown LeftWordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemarkAuditor

39、ies第143页/共269页Down RightDown RightWordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuitKinestheticsEye Movements第144页/共269页One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some will feel excluded.How to

40、Develop Trust第145页/共269页Exercise:Paperclips Revisited第146页/共269页Five Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlan第147页/共269页You can never bore someone into buying your idea第148页/共269页Five Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlan第149页/共269页AcceptUnderstandListe

41、n第150页/共269页People are More Likely to Listen to Someone who:They respect and trust.Is enthusiastic.Believes in the idea.Given them an idea they value.Speaks in a language they understand.Makes them feel comfortable.Dresses and behaves in a way that is generally in keeping with their expectations.Pre

42、sents in a lively way.Knows when to stop.第151页/共269页Is clearly organisedShows the idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and responds to questionsListeners are more Likely to Listen to a Presentation that:第152页/共269页Active Listeni

43、ngVersion 1.1 5/96第153页/共269页Send reinforcementswere going to advanceSend three and Send three and four pence were four pence were going to a dancegoing to a danceConfusion第154页/共269页Loss of detailLoss of detailSubstitutionSubstitutionFiltersFiltersMisinterpretationMisinterpretationAddAdditionitionO

44、RIGINALORIGINALLISTENING DISTORTIONLISTENING DISTORTIONRECEIVEDRECEIVEDDistortion第155页/共269页Active ListeningTracking wordsTracking wordsDrifting in Drifting in and outand outTHE KEY IS TO LISTENTHE KEY IS TO LISTENAPPROPRIATELYAPPROPRIATELYLevel of Listening第156页/共269页Hearing with half an earGiving

45、into day dreams and fantasiesExploring tangentsZappingEssentially passiveDrifting in&out第157页/共269页Appearing to pay attention and listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndromeTr

46、acking words第158页/共269页Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contactActive Listening第159页/共269页AgencyAgencyAttentionAttentionLevelLevelTimeTime第160页/共269页AgencyAgencyAtt

47、entionAttentionLevelLevelTimeTimeX X第161页/共269页AgencyAgencyAttentionAttentionLevelLevelTimeTimeX XX XBlue DressBlue Dress第162页/共269页AgencyAgencyAttentionAttentionLevelLevelTimeTimeX XX XX XX XX XX XThe Rehearsal CurveBlue DressBlue Dress第163页/共269页Paying attentionListening non judgementallyTrying to

48、 read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contactActive Listening第164页/共269页X XX XX XX XX XX XN NN NN NN NN NDefeating the Rehearsal Curve第165页/共269页The work youve just sold deserves the highest level of listening.Listen acti

49、vely and non-judgementally to your clients response.Force yourself to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.Listening:Summary第166页/共269页They judge that the presenter really cares about their businessThe idea seems right because of the support offeredMajor

50、 concerns have been satisfactorily addressedTheir input has been incorporated in some way into the ideaPeople Are More Likely to Accept Ideas when:第167页/共269页Five Step ModelActActAdoptAdoptPresentPresentPreparePreparePlanPlan第168页/共269页They are asked to act on itThe action required is not too much t