Research On Advertising Creativity In The New Media Era

Nowadays,with the continuous development of intelligent technology,the society has entered an era of information explosion.At the same time,the penetration rate of mobile intelligent devices is getting higher and higher,and we media is developing rapidly,resulting in various kinds of information constantly filling our daily life.The real-time and rapid dissemination of information has become one of the biggest characteristics of this era.A variety of news events,hot events,topics of The Times can quickly and widely spread and become a hot topic,attracting the wide attention of the public.Therefore,many real-time hot topics,such as traditional festivals and international competitions,lose no time in becoming the focal points for the spread of many brand products.For a hot event with strong influence,there are often a lot of brand enterprises to carry out related communication,namely the so-called "rub the hot spot",in order to effectively spread the corporate image,improve the popularity of the enterprise,promote the sales force of products and so on.Based on analyzing the advertising and creative background to borrow as a starting point,to advertising to borrow at present most Weibo WeChat platforms gain advertising to focus on analysis of problems,put forward in this paper,the main research contents and innovation points: in theory,introduced the audience psychology in the study of advertising to borrow USP selling proposition of the theory of ROI principle theory of creative thinking of advertisement and related theory;On the media,scientific and effective use of new media for real-time information dissemination;In theory,according to the characteristics of advertising communication,the fast and accurate creative strategy is proposed.In practice,take Casarte brand as the practice case to carry on the practice exploration.