Research On Advertising Design For Generation Z From A Social Creative Perspective

Each era has its own social issues,and brands are created through social creativity to respond to the issues of the times.Under the development trend of economic globalisation,although the material standard of living of the public is improving year by year,social issues have also emerged in specific contexts.At this time,the advertising industry has a vital role to play in helping brands to guide the public’s social values.This paper takes the research on advertising design for Generation Z from the perspective of social creativity,the social problems under the basic theory of social creativity as the research problem,and advertising design as the research theme,from these two perspectives,the research object of Generation Z faces "peer pressure" social problems,this paper is divided into five parts.Firstly,the theories and developments related to social creativity,advertising design and Generation Z are reviewed and analysed,and the interdependent relationship between the three is analysed to establish a theoretical research model for this topic.Using case studies and a combination of social psychology,advertising and communication disciplines,it is possible to identify the basic paths,basic characteristics and key points of cross-media communication for advertising design to intervene in social issues.Furthermore,on the basis of the previous research,we will explore the strategic path of advertising design for Generation Z from the perspective of social creativity;through the analysis of typical cases and comparative arguments,we will deduce the feasible strategic path of creative concept and creative execution from the communication effect,and construct the specific content of advertising design strategy for Generation Z from the perspective of social creativity,so as to build a set of applied models based on this topic.Then,according to the proposed design model,the design practice is carried out to gain insight into the deeper pain points and needs of Generation Z under the social peer pressure problem,using the creative expression form of creative animation short film,adopting the technical method of three renderings.Finally,this paper draws conclusions from the above-mentioned research and proposes an outlook,testing the design strategy model with market feedback,promoting the development and improvement of the design methodology through the design results,and hoping to provide valuable reference for theoretical research and design practice of advertising design under social creativity in the advertising industry.