The Evolution And Trend Of International Film And TV Advertising Creativity

Film and television advertising creative,according to the market,goods,consumers and other conditions as well as the advertiser's marketing purposes,through the idea,creative ideas with the help of film and television media,to determine the way of expression,and finally help the advertiser to shape the product or enterprise image appeal.Creative theory is the most important in film and television advertising,the emergence of creative theory is not to come out of thin air,but along with the social development and the market rules to change,so the author read a lot of creative theory books,and summarized the key nodes to follow the market development and changes in consumer demand theory of six,respectively is USP theory,brand theory,theory of ROI,inner drama theory,location theory and the theory of resonance.Coupled with the type of the sample and specific technique of expression,the author,the paper discusses the reference literature of film and television advertising expression,choosing comparison,exaggerate problems point,the principle of 3 b,celebrities,cartoon characters,type of metaphor symbol,singing and dancing,explaining life fragments,scatter,and subtitles,film and special effects,documentary and dramatic type the 13 kinds of expression were studied.Study,after the confirmation of the standard to the research scope of the text of the frame,the author put the Cannes international creative festival,film and television class award-winning works as the research of international film and television advertising creative starting point,clarified the Cannes international creative section's international standing and the leading role,prove the Cannes international advertising awards is the best known and longest established advertising awards,its authority and influence also is to be reckoned with.Cannes international creative festival has been called the "advertising Oscar" and "advertising Olympics".It is the most influential event in the global advertising and creative field every year.The winning works of Cannes international creative festival can be said to be the benchmark and direction of the advertising industry,so the research on the film and television winning works of Cannes international creative festival has certain representativeness and value.In terms of time dimension,the author chooses films and TV works winning awards in Cannes international creative festival from 1996 to 2018 as research samples for two reasons: first,from the perspective of China's advertising industry;second,from the perspective of Cannes international creative festival itself.In the past 20 years,the rise of Internet media platforms and brands(such as Tencent and Facebook)has also provided more forms and types of creative ideas,which are no longer limited to film and television,and the integration of creative ideas and information technology,allowing the development of creative advertising to advance by leaps and bounds.Therefore,no matter for the Chinese advertising industry,or for the Cannes international advertising festival itself,1996 is a very important time point.In the sample study,the author marks the research samples with creative theories and expression methods,and summarizes the evolution and trend of international film and television advertising creativity in the 23 years from 1996 to 2018.In the past 23 years,the creative advertising of film and television has experienced three changes.The second stage is to find a breakthrough in emotional appeal.The third stage is creative integration in the Internet context.These stages are also accompanied by changes in the global economy,and are closely related to the society,economy and culture behind advertising.Finally based on the current,discusses the trend of the international film and television advertising creative,as an important product of social development,the trend of the advertising creative must is closely connected with social production and the psychological needs of consumers,from the analysis results of samples,the trend of video advertising creative mainly focus on three things: the creative performance of the entertainment,the story of creative content,creative way of science and technology.By sorting out and summarizing the film and television award-winning works of Cannes international creative festival,this paper analyzes the international film and television advertising creativity in stages,and explores the future development trend,so as to provide some reference Suggestions for the development of international film and television advertising and the international development of local advertising companies.