The Research Of Dentsu’s Advertising Creative On The New Media

The new media advertising in China is in a big boom developing stage. But compared with those more developed advertising industry in America Japan and Europe countries China is late started. So we can refer their outstanding creative strategies in the new media advertising to promote our own development. From the research results that Chinese scholars have published, for a more detailed study of American advertising, but less study of Japanese advertising. Japan has the world’s advertising industry in a handful of huge advertising group Dentsu,and has oriental culture and thoughts which is the same as China. It is worth to explore and learn in new media advertising creative. The topics to Dentsu from 2004 to 2013 to obtain international awards for outstanding new media advertising works for the study by using literature research method and sample analysis. The research mainly from the perspective of Dentsu’s media usage, give the full detailed analysis of its creative work to explore the new media creative ideas.Dentsu’s new media advertising works with a single, complex features in the media and with the use of the media, which is divided into a single network media and new media are two forms of outdoor media, the complex media is divided into promotion and activities, the design and brand are two forms. Each form has its own characteristics: media advertising network focused on content rich and diverse methods of use; new outdoor media advertising is good at the traditional outdoor media to create a new form of publicity; promotion and advertising activities in the class is a typical representative of the cross-media electronic communication strategy formula, the whole process of advertising activities are carried out smoothly under the guidance of the communication wire; the type of design and brand advertising is more emphasis on the spiritual and cultural level of advocacy. These four forms of advertising as well as a common--deepen audience participation. From the the type of ad, the Dentsu new media advertising works no longer using the traditional way of reasoning, but to entertain the audience and the two forms of social welfare to showcase their content and core. With the development of technology, new media advertising for the application of technology has also put forward higher requirements for Dentsu in 2010 after the pass, the augmented reality technology is often used to enhance the audience experience the fun.Overall, Dentsu new media advertising creative ideas in the following point.First of all, deep guided by the law of creative ideas Dentsu existing cross-media communication strategies and consumer behavior AISAS Dentsu analysis model in its creation of new media advertising, especially in the full range of large-scale multi-media advertising campaign, played a key role. The second, the core idea is to increase audience participation, regardless of what type of media uses advertising, the audience will participate as the most important way to plan. The third, highlight the value of creative daring that divergent media use on Dentsu in the use of media always give the audience a surprise, so that "new media" concept always has unlimited possibilities. The forth, full attention to the overall style of creative entertainment, advertising spread of the highest state is to make the audience happy to accept the content of communication, to achieve the purpose of dissemination.