浅析影视商业广告的创意表现策略—以统帅电器广告为例

AbstractAt present,China's advertising creative design is not veryoutstanding.The development of advertising,in addition to somerestrictions on the thinking and production ability of its own creativepersonnel,is affected by many factors,such as the degree of marketdevelopment,market demand,and the fixed thinking of people in themarket,which leads to the limitations of advertisers'own understandingof advertising and the relatively low investment in advertising creativity,and to a large extent affects the quality of advertising creativity.Advertising creativity must show unique freshness in order to impresspeople deeply.The level of advertising creativity has also become animportant factor in advertising creativity.Mastering the thinking andstrategies in the process of advertising creativity and trying to make thethinking and ideas of advertising creativity have the purpose and uniquesignificance of commercial promotion are the key links to determine thelevel of advertising design and the important guarantee that commoditiesare in an indestructible position.The purpose of this article is to understand the importance of advertisingcreativity by studying the development of creative expression in China'sfilm and television commercial advertisements.Based on the analysis ofdomestic and foreign advertising cases of household appliances,thenecessity for domestic enterprises to upgrade their advertising creativityis put forward from the aspects of brand image establishment and valuebenefitsKey words:Creative expression Home appliance advertisement Brandimage Value Benefit