The Road To The Successful Original Advertizing

Advertizing is the product of the development of the commodity economy, and its own progress is the brarometer of the prosperity of economy. The contents and forms of advertisements are different strikingly in different historical periods, and they vary greatly from country to country and from area to area. With the advance of science and technology and the innovation of mass media, advertizing has covered every aspect of our life and has influenced us tremendously. Advertizing, with it unique charm, is spreading new information on products, giving impetus to cultural creation, and bringing about new ideology and the change of the way of living.In the world today where the competition in the market is becoming more and more fierce, advertizing plays a more and more important role. Although thousands and thousands of advertisements come out every day, it is a great pity that most of them fail to achieve the expected results, and the enterprises take greater risks. Advertizing is thus considered to be one of the most risky investments in today's enterprise economy.Nowadays people have attached more importance to the benefits brought about by advertisements, and are looking forward to the greatest reward from the market, and therefore it is highly necessary to make successful advertisements. The success of Advertizing lie in its extraordinary originality. Originality is the soul as well as life of advertisements. The key to originality is a good command of the theme of advertisement,which is based on the study of the objectives of advertisement, the attribute of infor-mation and the psyche of the consumers. The theme of an advertisement determines its worth and value; and the orientation of an advertisement is entirely based on the analysis of products and consumers. The advertisement builds a bridge between the product and its consumers, and its positioning points to the orientation for creation, and it guarantees the originality of successful advertizing.The theory concerning the position of the brand of the product which emerged in the 1970s focuses on the study of the psyche of the consumers, and has gradually become the main theory guiding the orientation of advertizing because of the keen competition in the market and such factors as the sameness of the quality of products.this paper, with its emphasis on the position of the brand, gives an analysis of the originality of advertizing by employing a large of cases. The paper attempts to help the designers of advertisements have a good grasp of the orientation of advertizing, thus raising chinese advertizing to a new plane, shortening the distance between advertizing of china and that of developed countries and achieving a bumper harvest in advertizing.