The Creation Of Commercial Advertisement "RIO Series Three" For Graduation Design

At the present stage,with the improvement of people’s spiritual culture,the consumption concept of the audience has also been improved,not only the pursuit of the practical efficiency of goods but began to pay attention to the brand concept,advertising design and other ideological levels.In this context,the brand competition of commercial advertising is becoming increasingly fierce.How to innovate the expression of brand concept,stimulate advertising creativity,how to meet consumer demand,and promote economic benefits have become important contents to increase brand competitiveness.Therefore,this paper expounds the creation of the graduation project commercial advertisement RIO Series Three,which is divided into four chapters.The introduction part analyzes the current situation of commercial advertisement,and the creation process part mainly introduces the topic selection,content planning and post-production of advertisement creation to explore how to make creative thinking run through the whole creation.At the same time,it analyzes how to strengthen the visual impact by changing the tone,strengthen the rhythm of the video by using the transition,enrich the composition to improve the picture beauty,pay attention to the function of sound elements and other audio-visual language content to enhance the creative performance of commercial advertising,through the analysis of the importance of emotional marketing,How to accurately grasp the product positioning,accurately lock the target users,explore the consumer psychology of the audience,meet the audience’ s emotional and psychological needs and enrich the expression of advertising creativity,and finally summarize the shortcomings and reflection in advertising creation,so as to better provide new ideas for commercial advertising research.