Classification And Problem-solving Of Chinese TV Commercials Based On The Creative Effectiveness

Advertisers’favorite advertising media is television, and they pay a lot of money for TV commercials every year. We all know that creativity is the soul of the advertisement. But how is the whole creative effectiveness of Chinese TV commercials? Are there any problems? At present, there is still lack of big sample research on it. Classification is a method to explore the whole characteristics of one thing. So there is space for research on the whole creative effectiveness of Chinese TV commercials through quantificational classification.ADEvaluation.com has offered creativity evaluation data of5426Chinese TV commercials broadcast in2012. This study find that these commercials can be divided into five types by clustering based on the data--"Charismatic Commercials"(25%),"Pleasant Commercials"(22%),"Confusing Commercials"(8%),"Boring Commercials"(30%),"Disgusting Commercials"(15%). Among them, Charismatic Commercials have the best evaluation, while the other four types of commercials all have problems more or less. These problems have some external characteristics. The author has chosen representative samples of the five types of commercials based on nearest to cluster center principle, and has used Charismatic Commercials as a reference to discover existing problems and main causes of the other four types of commercials. Charismatic Commercials impress people by spreading positive value and love; Pleasant Commercials are pleasing to watch and hear, but weaken attraction of product/brand; Confusing Commercials don’t conform to product characteristics and their celebrity endorsers steal the scene; Boring Commercials have many arguments but few stories, logical but not fun; Disgusting Commercials have rare, forgettable information, and dull, boring content.This study also provide some advices for the rear four types of commercials to get better creative effectiveness. Pleasant Commercials should put emphasis on product/brand; Confusing Commercials should add product information, clarify the logic, and try to express in a plain style; Boring Commercials should strengthen audio-visual expression and involve the arguments with stories; Disgusting Commercials should fully promote creativity, especially pay attention to the duration and celebrity endorser of advertising.