Research Of The Artistic Expression Of "H&H" TV Advertising Creativity

Idea Generation and artistic expression of TV advertising is to convey to the audience through the television screen,with audio-visual integration of sensory perception and three-dimensional full of artistic appeal.But television advertising idea and artistic expression is neither wanton play,nor grandstanding,but to based on the accurate grasp the needs of consumers.Maslow's hierarchy of needs theory is the classic theory of human nature needs analysis on the level of social psychology,and it is also a guiding theory of commercial advertising activities and commercial art activities.Regressive study on the 4 aspects of TV advertising idea and artistic expression form——picture,sound,text,montage,is required to be done.We need to excavate the psychological process of consumer perception of the TV advertising and desire for consumption by stimulation of the advertising creative and artistic expression.Combined with a large number of TV advertising made by " Shanghai H&H Marketing Consulting co.ltd" and nowadays hot debate on the television advertising,this article is meant to give a close look at the idea of constitute and artistic performance which based on Maslow's need hierarchy theory,and creatively put forward a constructing——the creative artistic expression system named "double need meet",in order to provide innovative ways of thinking and path for the creation of TV advertising.