Lining: The Value Compass Of "Post-90S" Advertisement

It's not that I like to be original.

I just don't agree with each other.

Don't always compare me to others.

I only care to compete with myself inch by inch.

The way you have arranged for me.

It always makes me lose my way.

No new continent can be found along the old map.

...

This is the true portrayal of Lining after 90.

This is the first time that Li Ning Co has appeared in front of consumers in this way of publicity and creativity.

Everything is difficult at the beginning, but once it is done well, the subsequent work will often run smoothly.

Advertising creativity is also the case, if there is no breakthrough in the early appeal strategy, the innovation of late form is also very difficult.

As Mitchell J Wolf, a famous media creative person, said, "creative advertisements with good psychological experience can also be regarded as giving some spiritual benefits to consumers, so consumers are willing to pay for such advertisements.

When creativity is fully disseminated through the media and is satisfied by consumers, and the value is generated, the commercial value of the advertisement can be truly realized.

So, after all, Lining's "post-90s" advertising creativity is reflected.

1, personality display

Leo Bernar, the standard bearer of the "creative revolution", said: "every commodity has a dramatic side.

Our urgent task is to excavate the above characteristics for the commodities, and then make the merchandise dramatize the hero in the advertisement.

He believes that the most important task of advertising creativity is to explore it and make use of it, and find out the magic that products can make people interested.

For Lining's new advertisement, Lining must develop his own personality and personality so that he can truly remember it for the consumers, so that he can go to the world more forcefully.

Because "excellent, from natural", and on the basis of this, from the middle and high income people to the public marketing strategy pformation.

Therefore, it fully takes the creative requirements of self expression and personality as the center to catch the characteristics of showing young people's mobility and good performance after 90.

2, wonderful concept

Several stages of Lining's advertising creativity can be clearly seen from his advertising slogans.

Every change of slogans is like a watershed, marking the shift of Lining's strategic focus.

For example, in the early 90s, Lining's "hope of China's new generation" seems a bit old-fashioned, but it simply reveals the original intention of Lining at that time, and from the very beginning, it starts from the concept demands, and does not fight in the propaganda of product quality, and seldom takes a lot of detours.

It is a progress to "leave the wonderful to ourselves". It still stays in people's minds with Lining's smart gymnastics on the car.

It symbolizes the pformation of Lining's core concept from the concern itself to the extensive humanistic concern, and the injection of this universal humanistic concern is the key to Lining's acceptance of the world.

In this new advertisement, we can see the pformation of Lining's advertising creativity and core concepts from the internationalization strategy.

Lin Dan, Isinbayeva, Baron Davies and other star effects, simple and infectious language, full of power and aesthetic parallel bars are very consistent with the concept of "post-90s" - I am athletic, I am self willed, I am independent, I believe myself! {page_break}

3, innovation and integration

After the "90s" main direction is determined, Lining will reflect the advertising strategy according to the specific creative elements and advertising structure.

In this link, Lining once again showed a distinctive creativity.

There are two clues to this advertisement: one is plot clues, the other is music clues.

In the advertisement plot, this advertisement expresses the theme of "never being original but not keeping pace with the times" through the voice and body movements of the younger generation. This process is vivid and lively, and it is both generous, intense and relaxed.

In music, from the beginning of advertising, music has always been a typical gentle melody. This method once again expresses: "life needs competition. No matter what kind of difficulties and obstacles you encounter, you and I need to start fresh and energetic."

4. Mind actuation

In real life, the "90 generation" are naturally active and passionate, and the enthusiasm of the main consumers of Lining brand has been unconsciously extended and developed.

Although not everyone will buy, at least, through such an alternative spread, the negative impact of the main consumer group is weakening, or even rarely.

From this level, Lining's "post-90s" advertising creativity, the use of media, undoubtedly touched the hearts of the target consumers.

Though all of them are rebellious or disdain at the beginning, they are finally a breakthrough point and a coincidence point of "90's" expressing their views and attitudes, which can arouse their sympathy.

And after countless times of not seeking "innovation", the group view has begun to become crucial and positive.

That is to say, to highlight the ego now, the topic is productivity, only need to guide and manage this productive force, and create new demand and value judgment through entertainment, mutual global brand network, interest and interest, which is the essence of another communication.

It goes without saying that the sportswear market is like a tortuous road. Advertising creativity is like a car running on this road. If the car can not follow the road's development and change its direction in time, it will go away from the market and away from the consumers.

When the advertising creativity of the age is disseminating through a kind of strong utilitarian and clear economic purpose, it is possible to tell some consumers some information of the product in some way, so the quality and quantity of the content itself will affect the communication effect.

At this point, Lining's "90 advertisement" idea just grasps the elements of competition in the market of sports shoes and clothing, determines the basic value chain of cost and value added, strategically adjusts and optimizes the value of Lining brand, and maintains a proper balance between decisive attack and calm self-restraint.