The Creativity Strategy And Method Of Advertising On "Forbidden Zone"

Since nowadays advertising is the leading method of propaganda, it plays an enormous role in the shaping of public standards. Although the advertising administrative department, for protecting the interest of the "living people" who are in weak position, has already marked a "forbidden area" for advertisement in terms of the corresponding clause in the advertising regulation. However, the advertisement of violation is still to remain incessant after repeated prohibition. To analyze objectively, this kind of situation is caused by at least the following several reasons: 1. The advertisement designer himself lacks deep understanding to the advertising regulation; 2. the advertising client holds the speculation psychology by sheer good luck in advertisement; 3. As to the research institution of the advertising trade, it lacks of further investigation for the "objective standard forbidden area" -- defined by numerous social cultures and codes of ethics that are represented by advertising regulation, and the "subjective thinking forbidden area" – formed by the inaccurate understanding to numerous standards, thus unable to give any guiding suggestion to personnel in advertising trade for the opening up of their creative ideas.This article will study the "objective standard forbidden area" -- defined by numerous social cultures and codes of ethics that are represented by advertising regulation, and the "subjective thinking forbidden area" – formed by the inaccurate understanding to numerous standards, as well as consult and use the successful experience of other trade fields for reference in surmounting and perfecting each of their "forbidden area", from the concept and angle of view that "thinking has no boundary, behavior has law", to discuss and summarize the unique advantages and the corresponding "jump" way of thinking of the advertising creative tactics based on the "forbidden area" of advertising trade. At the same time, through criticism to the bad purpose in "edge ball" advertisement, clearly identify the purpose of establishing this "forbidden area" creative tactics for advertising -- the correct understanding of "forbidden area", and the artistic application of "forbidden area".In addition, under the prerequisite of clear definitude of where to take off -- do not violate the original settling intention of the "standard" which defines the forbidden area -- to jump over prohibition, by demonstrating and analyzing concrete cases, summarize out many kinds of methods for generating originality under the guidance of "forbidden area" creative tactics. Basing on the premise that thoroughly understand the objective standard "forbidden area", apply these methods, could make advertisement creators able to consciously liberate the constraint of the subjective thinking "forbidden area".At last, through expectation to the prospect of the application of the "forbidden area" creative tactics and methods, argue the possibility to obtain limitless freedom from the limited "forbidden area". And criticize the behavior of playing "edge ball" in adverting by utilizing the leak of social standards which are represented by advertising regulation, in order to state the viewpoint of this article again -- It is the correct understanding of "forbidden area" and the artistic application of "forbidden area", that could creatively use the "forbidden area".