Research On The Creative Of Television Advertising Story

Advertising story, a narrative art using literary creation, is a video advertising form with the innovative and unique design of the plot to delivery the information of goods and services to audiences. Differing from the advertising in the general sense, complete elements in advertising story include: image-shaping, scene-arranged, and the beginning, development, climax and end of the design of plots. This unique advertising format caters to the need of the Ad agencies and advertisers by paying more attention to the story-line and artistic effect. Advertising story can be divided into different types according to different standard of classification. It can be divided into real objects, fantasy novel, and biography according to the subject and content. In accordance with the work style classification, it can be divided into humorous type, type of warm and touching, inspirational dream, fresh and aesthetic, hart sharking and full of suspense. Classified by the form of play, it can be divided into single-set and series program. Classified according to the nature of advertising, it can be divided into commercial and commonweal. Classified ads in accordance with the purpose can be divided into product advertising, corporate image advertising, brand advertising and other categories. The communication characteristics of advertising story include a new and narrative form, easy to spread, numerous twists, strong infection, so true to life and strong affinity and so on. The reasons for such popular advertising story is that form and content meet the psychological needs of the audience, but also the advantages of competitive advertising and new media platforms. The spreading of the creative advertising story will be placed under the background of media convergence by the writer who tries to make an explanation to the media convergence and development opportunities offered by advertising storyIn the advertisement creativity, advertising story would like to cater to consumer interests and needs, aiming to make the desired product and brand proposition be consistent with consumers want and need. By enhancing memory, emphasizing product features, so that the audience long-term memory of the advertisement information is more likely to lead themselves to purchase effectively. Consumer sentiment goods will directly affect the purchase and purchasing behavior produce the product or emotional ties and identity by enhancing the emotional, stimulating consumer resonate, causing consumers rich imagination, or obtain inner emotional satisfaction. To shape the corporate brand is also an effective method. A good brand image due to being recognized by consumers can be rooted in the minds of consumers, through solidifying consumer concept, cultivating consumer loyalty to the brand and encouraging consumers select the product from many similar products quickly. Furthermore, suspense comparative advertising strategy and creative advertising strategy is also applied to television narrative strategy in advertising. The former is a comparison of the efficacy of the product or product performance etc in order to highlight the advantages of the product compared to other products. The latter is built on the basis of the audience with a natural curiosity on the intention to set up suspense, stimulate the audience desire for guessing and imaging and gradually to perfect the information and clear up doubts making the audience suddenly be enlightened feeling, and ultimately contribute to the achievement buying behavior with the development of advertising story. During specific advertising strategy planning, planner would combine the feature of consumers, markets and products together, or choose a several strategies to promote and focus on the creativity, flexibility, so as to achieve the best performance. The creative advertising story designed through the following four ways: manufacturing scenario to reproduce real life situations; designing plot to be worthy watching; rendering emotions to cultivate the loyalty of the brand; using music to heighten advertising atmosphere.In addition, there are some common errors in advertising story: unconvincing story with poorly constructed and unrealistic plots design; seriously out of line in overall design of the story and advertising products; confusing information due to the multistory version; violating norms of moral values in the creative advertising story; conflicting with the local cultural in the contextual advertising story. Meanwhile,the paper also provide actionable recommendations and countermeasures for the process of spreading optimization in the future. What's more, the paper also made specific analysis with three typical cases in the process of advertising story spreading. Taking "Kangmei Love" in Kangmei Pharmaceutical Co for instance, to analyze the music and artistic conception in the adverting story; Analyzing emotional appeal in Wanchai Ferry's "the direction of home" advertising story; Analyzing the novel and smart narrative plots and verbal humor in the Chinese search engine, Baidu's "Flirting chapter" advertising story.Differ from other persons' research just by over-generalizing about advertising creativity and effectiveness, this paper will examine the issue more specific, detailed oriented, clear. As for the research methods in this paper, literature analysis, case analysis were adopted to analyze the characteristics of creative advertising story with collecting sufficient information existing relevant research results, based on theoretical studies and research combined. At the same time, combined with the background of the current media environment, the author studies the fusion under the influence on the communication effect of advertising story, and explore creative communication media integration value under the background of advertising story and optimization strategies making this study more practical and significant. The author is based on the objective existence of research and exploration, and attempts to regulate advertising market behavior in the future, to achieve the sound development of advertising story with feasibility recommendations, thus contributing to gain better dissemination effect and economic benefits.